We grounded everything in parts therapy, a model that sees people as made up of many different emotional selves. The perfectionist. The inner child. The protector. The jokester who hides the grief. Instead of pushing them away, this approach gives them all a seat at the table.

The brand needed to reflect that truth. That people are not one-dimensional. That healing is layered. That someone laughing the loudest might also be the one hurting the most.

The brand leans into this complexity. The logo has movement. It shifts and curves like the parts of us that step forward when needed.

We ditched the soft pastel therapy aesthetic and went bolder. Bold colours. Strong typography. Human warmth without the fluff.

The hand-drawn illustrations? They’re intentionally made with crayons, just like a therapist might ask you to do when words aren’t enough. Each sketch represents a different part of the self. Honest. Imperfect. Alive. They show up across social, website, and print, building a visual language that’s emotionally rich and easy to connect with.

And the marketing campaign? Half-faces, partially pixelated, paired with copy that says what most people are afraid to. The kind of truth that cuts through. Because the mask of “I’m fine” is often worn by the ones who are anything but. This brand makes space for that duality. Loud and quiet. Together.

This isn’t just a brand. It’s a mirror. Clients feel seen before they ever walk into a session. The therapist is booked out. The visuals are being saved, shared, and copied (a compliment, honestly). And the message lands exactly where it’s meant to.

What I Delivered
Strategic brand built around parts therapy and emotional honesty
Logo and flexible identity system
Custom illustration suite using crayon textures
Visual campaign concept featuring partial faces to symbolise hidden parts of self
Messaging that holds space for nuance, humour, and healing