Branding Case Study
Brand identities that tell your story at first glance. From logos that stick in people's minds to complete brand systems that work across every touchpoint - we create visual identities that feel authentically you. Each brand gets the full treatment: thoughtful design that connects with your audience and grows with your business.
Here’s how we brought one client’s vision to life:
Neuroconverge is a neurodiversity-specialized mental health care practice offering therapy, evaluation, and consultation services for children through adults.
Founded by Dr. Julie Henzel, she wanted a logo that was kid-friendly, represented the brain, and had a converging spiral as a motif.
Dr. Henzel used an online logo generator to create her logo which resulted in a clunky iteration with a barely legible typeface.
She liked the green the generator chose but wanted to expand beyond that color.
Palette
She gave me some pictures of her daughters and a painting she loved to use as inspiration for an expanded color palette.
Using the generated logo’s green (Hooker’s Green) as a starting point, I took colors from the inspiration photos that were analogous.
The main colors became the six on the left with the four on the right (Maastricht, Cadet Grey, Pink Lace, Antique White) as accent colors.
Concepts
I created 4 concepts: Spirangle, Brainiac, Dottie, and Play. Each took inspiration from the logo Dr. Henzel made in the generator. Since Hooker’s Green was the original color of the logo, I used that as the color for the business name throughout.
Spriangle
Spriangle used the primary colors from the palette and used Maastricht as a unifying accent.
Brainiac
This was the first of the brain-based concepts. I wanted to use such imagery because of the name of the business being a play on neurodivergence. The multiple spirals within the shape of a brain was my way of depicting our brain’s various processes.
Dottie
Dottie was another way to make the converging spiral a focus. Hooker’s green is the chief color. Using that with a darker version of itself is what inspired the gradients. I then used Lapiz Lazuli and Dark Sky Blue to make a blue gradient; the two pinks, Orchid and Lace, for a pink gradient; and Fawn and Henna to make an orange gradient.
Play
Play is the concept Dr. Henzel chose to use as her business logo.
The inspiration came from the purpose of her practice, which focuses on kids through young adults. I named the concept Play because of its playful yet refined quality.
Like the other concepts, Hooker’s Green is the focus, but this concept allowed the other primary palette colors to shine. The spirals were placed to create a simplified, abstracted shape of the brain.
It also allowed for a brandmark and lockup with solid color variants using all the palette colors.
