CLIENT▸ Dr Hersha, Clinical Psychologist, New York
YEAR ▸ 2019
AREA ▸ Healthcare — Behavioral & Mental Health, Private Practice
AUDIENCE ▸ Patient, Referring Clinician
SCOPE ▸ Identity system, practice communication
SCALE ▸ 8 templates, 4-month engagement
ROLE ▸ Brand Lead, Art Direction
TEAM ▸ Solo, direct to the practitioner
PROCESS ▸ Category audit → positioning → identity system → practice templates and rollout
YEAR ▸ 2019
AREA ▸ Healthcare — Behavioral & Mental Health, Private Practice
AUDIENCE ▸ Patient, Referring Clinician
SCOPE ▸ Identity system, practice communication
SCALE ▸ 8 templates, 4-month engagement
ROLE ▸ Brand Lead, Art Direction
TEAM ▸ Solo, direct to the practitioner
PROCESS ▸ Category audit → positioning → identity system → practice templates and rollout
The Challenge
A category split between clinical coldness and wellness softness, with nothing credible in between
A first-time patient who is already anxious before they see a single piece of communication
Credentials that had to stay legible while the tone stayed human
A category split between clinical coldness and wellness softness, with nothing credible in between
A first-time patient who is already anxious before they see a single piece of communication
Credentials that had to stay legible while the tone stayed human
Strategic Approach
Positioned on safety rather than serenity, because safety is what a patient is actually looking for
Put the warmth into structure and space instead of into decoration
Built the system to scale across every future touchpoint without needing a designer each time
Positioned on safety rather than serenity, because safety is what a patient is actually looking for
Put the warmth into structure and space instead of into decoration
Built the system to scale across every future touchpoint without needing a designer each time
Creative Solution
Softness through structure: generous space doing the work that a soft palette usually does
Calm typographic hierarchy, so nothing on a page competes for attention
Restrained color, close enough to clinical to keep the credentials intact
Softness through structure: generous space doing the work that a soft palette usually does
Calm typographic hierarchy, so nothing on a page competes for attention
Restrained color, close enough to clinical to keep the credentials intact
Scope & System
Logo and identity system
Typographic hierarchy and color rules
Layout templates for patient-facing communication
Logo and identity system
Typographic hierarchy and color rules
Layout templates for patient-facing communication
Deliverables
+ Logo system and brand guidelines
+ Patient-facing templates
+ Website direction
+ Logo system and brand guidelines
+ Patient-facing templates
+ Website direction
Role & Leadership
Brand Lead and Art Director, from positioning through the practice templates. Solo, direct to the practitioner, with no marketing layer in between.
The argument I had to hold: calm is not the same as soft. A patient deciding whether to book is weighing competence as much as comfort, and a practice that looks only soothing gives them nothing to trust.
Brand Lead and Art Director, from positioning through the practice templates. Solo, direct to the practitioner, with no marketing layer in between.
The argument I had to hold: calm is not the same as soft. A patient deciding whether to book is weighing competence as much as comfort, and a practice that looks only soothing gives them nothing to trust.
On The Work
Most of a therapy practice's brand shows up before anyone meets the practitioner: a website at midnight, an intake form, a confirmation email.
Getting those right is not decoration around the care. For a first-time patient, it is the first evidence that the care will be careful.
Most of a therapy practice's brand shows up before anyone meets the practitioner: a website at midnight, an intake form, a confirmation email.
Getting those right is not decoration around the care. For a first-time patient, it is the first evidence that the care will be careful.
The logo was designed as a calm, minimal mark, communicating professionalism and warmth through restraint, balance, and clarity.
Need a brand identity that feels
calm, trustworthy & human?
calm, trustworthy & human?
