A space that was conceived with the goal of becoming a community of women to offer psychological support with a gender perspective.
From a gender perspective, social media is that place where women go to in search of support, sorority and empathy, yet they find toxic messages, impossible beauty standards and filters. When conceptualizing this brand, we sought to create a safe space for women where, besides finding psychological support, we could create a community that would send constructive messages on social media aimed at women.
To do so, we developed the brand's naming, branding and social media strategy: De Dolores y Gloria, psychology with a woman's signature. We were inspired by all the emotions named after women and all the women named after emotions: Angustias (Anguish), Consuelo (Consolation), Soledad (Loneliness)... To build the strategy, we decided to first create a community to then offer psychological services. We did so through a survey: to be or not be a mother. In the survey we asked women of fertile age about their feelings around this topic: a topic that not openly talked about but the audience was eager to speak up. Thanks to this, besides obtaining interesting data for our client, we gained leads to create our community.
The survey went viral on Instagram and in just a week we gained our first 1,000 followers. Afterwards, our messages which showed our psychological perspective resonated with the audience, allowing our client —a psychologist who was tired of working in HR and embarked on this new journey— to build what is nowadays booming community of women and a full-fledged feminist psychology business.
