Embrace every season

My client Jenni needed a logo and brand for her new psychology practice, Hope Psychology. She wanted to center the design around a crocus, a symbol of hope and resilience. My goal was to create a lightweight, budget-effective brand, logo, and website that reflect Jenni’s optimism and her talk therapy approach.

Problem / solved

1. Branding a person vs. branding an enterprise

• Compared to large-scale corporate branding projects, this brand is far more intimate and human-centric. My main goal was to communicate Jenni’s energy and therapy approach to potential customers. It would feel ill-fitting to design Jenni’s brand into something uber-minimal or corporate feeling, because that’s not at all how Jenni is!
• The final brand is based around a hand-drawn, William Morris-inspired pattern. This approach gives the brand a touch of hominess, history, and the handmade, which aligns with Jenni’s friendly and personable therapy approach.

2. Real depth, intrinsic to the design

• Given the prompt to base the design around a crocus, the door was already open to symbolism and metaphor in the design.
• I worked the crocus into a William Morris-inspired repeat block pattern in which each plant corresponds to a different season, reflecting an embrace of the many seasons of life.
  
  The Crocus to represent Spring – new beginnings, emerging, discovery
  
  The Oak Leaf to represent Summer – maturity, stability, permanence
  
  The Dandelion to represent Fall – embracing change, letting go, transformation
  
  The Thistle to represent Winter – permanence, grit, hardiness

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