April 29, 2020
This past week, I finished up working with Jessie Huebner, the founder of Restored Purpose Counseling in West Palm Beach, FL.
Jessie and I actually “met” when we both worked as clinicians for Center for Discovery and were the point-people for the binge eating disorder program at our respective facilities. I don’t think we ever really interacted much, but when Jessie reached out saying she was running her private practice and to build her brand and website, I was PUMPED to work with her again in a whole new capacity.
While Jessie is the only clinician in her practice right now, her vision is to grow her practice with more clinicians (and possibly expanding to new locations!) in the next three years. We kept that in mind when we were branding to make sure it was conducive to include future team members and allow for growth.
We started out by identifying who her ideal client was, and Jessie created Sophia.
Sophia is a 25-year-old female who recently graduated from University of Florida and currently lives in West Palm Beach, FL. She is working odd and end jobs, like babysitting, while she is putting her resume out there and setting up interviews. Sophia is very organized, pleasant to speak with, smart, and appears all put together, but she struggles with worthiness, confidence, staying in her comfort zone, perfectionism, and people pleasing. She feels like she is not good enough all the time and hates her life and herself.
We identified images that are a combination of aesthetics that Jessie likes but also images that Sophia would be attracted to, and we pulled colors from these images to create Restored Purpose’s color palette.
We also sorted through a few different fonts and landed on:
And when we combined those fonts together, we got a few variations of the logo. Jessie initially liked this logo (and don’t get me wrong, I did too!) but it felt like it was missing something.
I asked Jessie, “would it be too cliche if I incorporated a palm tree?” I almost cringed when I hit send because I feel like that’s the equivalent of someone wanting to use a cowboy boot for a Texas brand. Thankfully she responded that the palms were one of her FAVORITE parts of her hometown – West Palm Beach, FL. I ended up drawing a custom palm leaf and after a few iterations, we ended up with this!
After solidifying all the brand elements, we transitioned her brand to her website. Jessie had a website set up already:
And we gave it a face lift to turn it into:
Drop a comment below and let me (and Jessie!) know what you think of her new brand and website!
design + strategy studio for weight inclusive business owners.