Our mission with this private psychology practice was to create a brand identity that felt inviting, hopeful and trustworthy. Eliciting calmness and optimism felt especially important, as we knew that many visitors could be researching practices in response to distress (either their own or that of a loved one). We wanted to ensure we found the sweet spot between comfort and credibility, and to provide a user-friendly form to enable effortless booking.

We went with soft colors with a few darker accents, and focused on human-centered photography that was warmly lit and peaceful. We also designed a set of custom icons to add clarity and an extra touch of friendliness to the brand. The end result was a feeling of both professionalism and approachability.