The Challenge

This project centered on the creation of a brand identity for a New York-based mental wellness practice with a mission extending far beyond traditional healthcare marketing. The practice sought to address one of the most persistent barriers to mental health support within the Black community: the stigma surrounding therapy, particularly among Black men.

The challenge was to create a brand that felt trustworthy, aspirational, and culturally relevant—one that could meet people where they were while reframing therapy as a tool for growth, self-awareness, and strength rather than a response to crisis.

As a designer, the opportunity carried particular significance. This was not simply a branding exercise; it was a chance to contribute to a broader cultural conversation around wellness, vulnerability, and access to care.

The Solution

I approached the identity system through the lens of representation, trust, and empowerment. Every element of the brand was designed to challenge traditional perceptions of therapy while creating a visual language that felt authentic to the audience it was intended to serve.

The visual identity combined warmth and sophistication through a palette of rich earth tones, calming neutrals, and refined accents that conveyed stability, optimism, and credibility. Typography balanced confidence with approachability, creating a modern expression that felt both elevated and human.

Beyond the logo system itself, I developed a broader visual framework rooted in authentic storytelling. Photography and imagery focused on depicting Black men in moments of reflection, connection, growth, and joy—expanding the narrative beyond healing alone and reinforcing the idea that mental wellness is an ongoing investment in oneself.

Throughout the process, the work was informed by feedback from stakeholders and community perspectives, ensuring the final identity remained both culturally resonant and strategically effective.

The Result

The final brand identity positioned the practice as a welcoming and trusted resource while supporting its mission to normalize conversations around mental health within the Black community. By shifting the visual narrative away from deficit-based representations and toward empowerment, growth, and possibility, the brand helped create a more inviting entry point into therapy and mental wellness.

The project remains one of the most personally meaningful in my portfolio—not only because of the creative challenge, but because of the opportunity to contribute to work that has the potential to positively impact how people view themselves, their wellbeing, and their relationship with mental health.

Role

Brand Designer & Creative Director — Brand strategy, identity design, visual system development, art direction, and stakeholder collaboration.