Visual Brand Identity: Wise Mind Way
Visual brand identity case study for Wise Mind Way LLC, the therapy practice of Ilene Marto Atiyah, LCSW-C. Ilene Atiyah and Wise Mind Way are licensed to practice in DC, MD, VA and NY.
Brand Brief : Wise Mind Way
the ask
Ilene Marto Atiyah, LSCW-C came to me asking to help her set up her new therapy practice. She would be working privately for the first time and wasn’t sure what the practice would be named, so we included a naming exercise round in her package.
the kickoff
Once we narrowed down the name, I did a competitve analysis and breakdown of branding and websites for other independent therapists in the market - having a beautiful and functional website was very important to the client and so we wanted to learn immediately what we felt worked and didn’t work.
Next, I provided a brandboard to guide the design process that felt sophisticated, balanced, calm, and trustworthy. I was inspired by the illustration style of the New Yorker, pulling in natural greens, and clean, modern typography.
the process
To narrow down some of the decision making, we did a round of color exploration and found that a calming sky blue paired with a sandy neutral and a forest green conveyed the feeling Ilene was looking for.
As is sometimes the case, the initial concepts I presented didn’t fully align with the vision, but we were able to parse out bits that resonated and moved with those into the next round.
Ilene wanted to show potential clients that her work isn’t static - the goal is movement. I was intent on exploring clever illustrations that showed the relationship between the mind and the therapy journey.
If I’m not confident the concepts I’ve provided are nailing it, sometimes I like to include a “bits and fluff” slide in a review deck to show clients all the directions I could have explored, but didn’t. Every once in a while, the key to the final concept is buried in there, as it was in this case. Ilene liked the way the simple “pathway” icon sat over a wordmark (an excellent typeface included on the initial brandboard), and after a round of refinements, we had our logomark.
Final BRAND KIT
The scope of work included deploying the brand kit on Squarespace to help build out the website. Ilene was meticulous with the copy writing and image selection to make the whole thing feel as true and authentic to her as possible.
