Despite being in the midst of moving from Houston to Birmingham this week, I am SO excited to showcase the beautiful brand design for True North, a Counseling and Development clinic based in Lexington, Kentucky. We’ve been working behind the scenes on all of the little details, and I can’t wait to share them with you!
Janelle, the owner and Licensed Psychologist behind the brand, came to me in late July with a vision for helping working women, moms, and individuals who are overworked, overstressed, and overcommitted. She desired to create a safe space where these clients could openly talk about the obligations and duties that weigh them down, and ultimately begin a journey towards positive change. Needless to say, I was on board from the start!
To start, Janelle showed me images of her newly designed office (which is TOO cute!), which I used as a launch pad for her brand look and feel. Knowing her target audience is running around from place to place with no end in sight, I wanted her aesthetic to feel peaceful, calm, and slightly feminine. Notes of deep lavender and airy purples were the perfect choice for their natural association to serenity, and a light sand color brings a bit of warmth to the overall feel.
For her logo, specifically, I wanted it to embody a unique take on professionalism and reflect the importance of her work and mission. I incorporated a simple, block letter monogram that establishes a dainty, but strong, presence and offset it slightly with a more relaxed, italic typography for “counseling & development.” Perhaps my favorite little detail is the custom illustration you see at the bottom. The violet represents peace & healing, while the vine is a plant with a perpetual “growth habit”- known for growing beyond stopping points. This really represents the inward journey towards healing and happiness.
I hope you enjoyed this brand reveal! If so, you might be interested in viewing some of my recent work, featured below:
brand reveal: bird + hyssop
brand reveal: ashley guidry, realtor
brand reveal: new leaf
Have questions? Interested in your own brand design? I’d love to chat! Contact me at firstname.lastname@example.org.