Identity for a private psychology practice that leads a path to mental wellness.
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Mental health issues can be incredibly isolating, and recognising the importance of providing structure and support, AW strives to be a ray of light for those navigating mental health struggles. To reflect this mission, the practice’s visual identity employs a serene and healing aesthetic, while their business cards feature the most technically advanced speciality papers in the world.
The logo mark for the brand is a letter “A” depicted in uniform radiating lines, evocative of rays of light shining through. This symbol represents hope and understanding, central themes of the brand’s mission. The accompanying wordmark is set in lowercase, providing a balanced and non-confrontational look that complements the logo. The stroke thickness of the wordmark matches that of the logo, creating a cohesive visual identity. To achieve the desired aesthetic of subtleness and serenity, the brand colour is a dark indigo dye, chosen for its calming and soothing properties. Together, these design elements create a visual language that reflects the brand’s values of hope, understanding, and tranquillity.
The business card design is intentionally minimal, utilizing the unique properties of PACHICA ハチカ paper from Japanese manufacturer Takeo. This speciality paper can be debossed with a heated die, creating transparent impressions that add texture and depth to the card’s design. In keeping with the brand’s aesthetic, the cardholder name and tagline are printed in the brand colour, with all other information in light grey to minimize visual clutter. The card also features a transparent logo that allows light to pass through, creating a subtle yet impactful effect that resonates with the brand’s core concept.
AW’s brand identity and business card capture its values of hope, understanding, and tranquillity. The minimalist design and transparent logo create a subtle yet impactful effect. The card’s unique impressions add texture and depth, reflecting the practice’s approach to mental health.
