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LIMEN
Brand Identity for a Psychodynamic Therapy Practice
Scope: Brand identity, tone of voice, visual system, social media direction
Audience: Adults seeking psychodynamic therapy, including individual and group work
Focus: Threshold, liminality, psychological transition
A brand identity for a psychodynamic therapy practice serving adults through individual therapy, group work, and longer-term psychological support. Designed to attract clients who are ready to do serious, unhurried inner work.
When Julie told me the name of her practice, something clicked immediately. I'd been reading Rebecca Solnit's Wanderlust (her book on the topic of walking) and she traces the word limen back through architecture and history: the threshold. The precise, narrow place between one state and another. The origin of liminal.
That's what Julie's practice is about. Standing in the in-between, and having someone stand there with you, unhurried, while you figure out what comes next. Julie is a psychodynamic therapist with a background in anthropology. She brings both the rigour of someone trained to observe human behaviour and the patience of someone who knows that the most important things are slow.
My job was to make a brand that shows all of that.
When Julie told me the name of her practice, something clicked immediately. I'd been reading Rebecca Solnit's Wanderlust (her book on the topic of walking) and she traces the word limen back through architecture and history: the threshold. The precise, narrow place between one state and another. The origin of liminal.
That's what Julie's practice is about. Standing in the in-between, and having someone stand there with you, unhurried, while you figure out what comes next. Julie is a psychodynamic therapist with a background in anthropology. She brings both the rigour of someone trained to observe human behaviour and the patience of someone who knows that the most important things are slow.
My job was to make a brand that shows all of that.
The mark is a circle, split down the middle. Concentric lines, drawn by hand, bisected by a single vertical line, representing the threshold itself, made visible. Two halves. One whole. The limen.
I drew it by hand because thresholds are crossed imperfectly, often more than once, often in both directions. The slight irregularity of the mark shows that honesty.
The four supporting symbols: Gravis, Fluxus, Nexus, Vox, each map to a mode of the practice: the centred self, the current of change, the group, the voice that finds itself through being heard. I drew them on folded paper, deliberately so that they feel like field notes. Given Julie's anthropology background, that felt exactly right.
The colour palette was pulled from a coastline at first light: deep navy, morning mist, warm sand, dry olive green. Colours with depth and stillness that reflect the considered pace of the practice itself.
The voice principles follow the same logic: plain over poetic, warm rather than familiar, specific over sweeping, confident over clever. Language that earns trust by saying the true thing simply. As the brand guide puts it: a real Tuesday afternoon beats "your wellness journey" every time.
The imagery direction asks the practice to photograph the world the way they listen: patient, attentive to small things. Sea and stone. Texture close up. Shifting water with room for type. Nothing staged.
Between the before and the after, there's you.
That line came to me late in the process and ended up on a full-bleed slide in the guidelines. It said everything. Limen is a brand for people mid-crossing and that’s somewhere in the passage between who they were and who they're becoming. It needed to feel like it understood that from the first glance.
the meeting ground
Scope: Brand identity, tone of voice, visual system, social media
Audience: Couples, families, adolescents
Focus: dialogue, open, honest, understanding
A full brand identity system for a counseling practice designed to feel like a thoughtful friend, not a clinic.
Mental health branding tends to look the same: soft gradients, stock hands, words like "journey" and "healing." the meeting ground needed something different.
A brand that could speak honestly to a teenager who doesn't want to be there, to a couple who've run out of words, and to a family who isn't sure where to start.
My job was to make all of those people feel seen before they'd spoken to anyone.
A meeting place, not a medical office.
I chose lowercase everywhere, because capitalisation carries authority, and authority is the last thing someone in crisis needs to feel confronted by.
Lowercase is how a thoughtful person texts. It's how you speak to someone, not at them.
The four colors each do specific emotional work. Coral is warmth and urgency. Cobalt is calm and steadiness. Mustard is clarity, the slightly uncomfortable honesty of a good conversation. Lime is energy and movement: the color of the overlap in the logo, where two people actually meet.
The logomark shows two faces meeting. The overlap between them — that lime green center — is the whole brand in one shape.
Understanding isn't one person explaining something to another. It's what happens in between. I wanted the mark to hold that idea without a single word.
Built to work in every room it enters.
I designed this to scale from a therapist's Instagram to a waiting room wall to a business card someone keeps in their wallet for six months before they make the call. Each touchpoint needed to feel like the same voice: warm, direct, never clinical. The hand-drawn face icons carry emotional weight without using words. The service tiles - for individuals, couples, families, groups - give each person a way in that feels like it was made for them specifically.
Everything in this identity is built around one idea: meeting.
Not presenting. Not explaining.
Meeting someone where they are, and making space for what happens next...
Wildmind
Branding design for women’s therapy
Scope: Brand identity, tone of voice, visual system, website
Audience: Women in perimenopause, menopause, and midlife transition
Focus: nurturing, vibrant, fresh, unapologetic, seen and heard
A brand identity for a psychotherapy practice built around one idea: that the mind is not a machine to be fixed, but a garden to be tended.
A woman dealing with menopause deserves better than a hot flush graphic.
Menopause is visually boring. It's either clinical and cold (all white coats and symptom checklists) or it's soft-focus and patronising, pastel packaging for something women are supposed to quietly endure.
Dr. Ellison's practice was neither. Her work is evidence-informed, deeply human, and rooted in the belief that this transition, however hard, is a season, not a sentence. My job was to build a brand that matched that conviction.
A woman dealing with menopause deserves better than a hot flush graphic.
Menopause is visually boring. It's either clinical and cold (all white coats and symptom checklists) or it's soft-focus and patronising, pastel packaging for something women are supposed to quietly endure.
Dr. Ellison's practice was neither. Her work is evidence-informed, deeply human, and rooted in the belief that this transition, however hard, is a season, not a sentence. My job was to build a brand that matched that conviction.
I built the whole identity around a garden because it does something clinical language never can: it holds contradiction. A garden is wild and tended at once. It has difficult seasons and it blooms anyway. It doesn't ask you to be fixed. That's exactly how this practice approaches menopause, and I wanted every visual decision to carry that same honesty.
I reached for richness over softness. Terracotta, deep plum, sage, colours with weight and warmth, colours that feel like autumn light through a window rather than a waiting room. Not the washed-out palettes that signal "women's wellness.", but a palette that felt as serious and alive as the women coming through the door.
The mark shows a profile with a garden growing where thoughts usually do: hand-drawn, slightly imperfect, but visible.
I designed this brand for a woman who has stopped pretending.
The typography pairs a high-contrast serif with a flowing italic which speaks of structure and softness in the same breath. I used that tension deliberately. The brand needed to feel authoritative enough to be trusted with something as significant as this life stage, and warm enough that a woman in the middle of it would feel seen rather than studied.
The color palette works in combinations I named by mood: warm and grounded for everyday use, quiet and reflective for evening content and longer reads, open and hopeful for the group programmes. Each has its place. Each does specific emotional work.
Midlife women are one of the least well-served demographics in healthcare branding. They are educated, they are discerning, and they know immediately when something has been designed for them versus vaguely at them. This brand was made for them. With the seriousness their experience deserves and the warmth their therapist brings to every session.
Ready to start?
Looking for a brand that reflects the quality of your therapy practice?
If you've been putting off doing something about your brand — this is the right moment. Enquiries are reviewed personally. I'll come back to you within two working days with an honest view on fit and next steps.
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