In 2024 I was asked by a dietician friend to create a branding for her new company. She was building an English speaking therapist group specialising in eating disorder recovery. The idea is that their marketing and visibility as freelancers would increase if they joined forces.

I see branding as a tool to communicate the values and intent of an organisation to a specific audience. Therefore, if I did a good job, my work would help people in-need connect with eating disorder recovery resources- very cool!

Logo Design Must-Haves

• Vibe: welcoming, elegant, wholesome
• Elements: Tree, roots, green and gold colours, and the four brand values

Logo Drafting Process

I love doing logo designs and I did really a thorough process with the group to determine what they wanted out of their logo. I am still working on my process after many years of creating logos. I think in the future I need to have clients spend more time on Pinterest, and less time looking at sketches. Most people cannot see a sketch and determine the ending "vibe", but people are quite good at picking at logos that they like, even if it's hard for them to articulate why,

Final logos and branding

I created a few different layouts for the group since the company is new and they weren't sure exactly what formatting they would need in the future. Some of these would work better printed in a large-format, some function well as a small graphic on a website.

Branding summary

I created a mini style tile for the group as a reference in the future.

The Four Roots Collective is a great jumping off point for the group. It can be quite difficult to align the perspectives of 4-5 different people who are often working remotely from each other, but I think having clear branding is especially important for a service in which professionalism needs to be at the forefront.

I think this branding is successful in that it's a distinctive logo that feels both mature, calm, approachable, and a tiny bit spiritual or meta physical. It is subtle, in that it does not directly have imagery of food, and focuses instead on a positive feeling and a connection to nature, that feels healing instead of overly medical.

Web Design

I created a few simple Figma layouts to start the project. I had not worked in an updated version of Squarespace (where they wanted to host their site) in a while so was surprised to see that my designs did not really fit with the newer themes available.

But no matter, I took the general colour scheme and photo selection and created a website based on the Figma drafts.

We struggled a bit to find a design that everyone was happy with. The project is currently at a stopping point and is expected to go live soon, but I still prefer my initial Figma versions to what we made in Squarespace.

One nice thing about Squarespace is that it automatically formats everything in to a responsive view, even though I found the lack of control over spacing extremely frustrating.

It was great to work with this group and I'm excited to see the site go live soon! I wish them the best with this amazing business plan.