Emma Caldwell is a therapist who mainly sees young professionals and entrepreneurs. She wanted a bold, clean look for her new private practice so that she could appeal to her target client without leaning too heavily on gendered or cultural stereotypes.

We went with a butterfly motif to represent the calm that Emma wants to evoke with her clients. In order to avoid coming off as sterile, we incorporated some more hand-drawn, “sketchy” elements to evoke some playfulness. Overall, the design is bold without being too off-beat, and it fits Emma’s personality and her target clients’ needs perfectly.