Rooted in nature and designed for change.
Overview
Anxiety Healing, a Toronto-based psychotherapy practice founded by Adrian, a therapist dedicated to helping individuals overcome panic attacks, social anxiety, phobias, and addictions. The goal was to create a visual identity that reflects the depth and care behind his therapeutic approach.
Inspired by nature and the founder’s insight that “growth happens underneath,” the identity features a tree-inspired logo with visible roots, a calming nature-based colour palette, and rounded, organic typography.
The result is a brand that not only reflects Adrians values but also stands out in a crowded market, helping him build trust and connect more meaningfully with clients.
A brand that reflects the depth of the work
Adrian was launching his private practice and needed a brand identity that reflected the values and process behind his approach to therapy. For him, healing wasn’t surface-level work. It was slow, deep, often painful, but ultimately transformative.
He envisioned a brand that conveyed that depth while also offering a sense of warmth, safety, and hope. In a field crowded with sterile, clinical identities, this was an opportunity to create something more human. Something that felt like an invitation, not an evaluation.
Symbolism above and below the surface
To stand out in a field often defined by cold, clinical branding, I created a visual identity that blends the grounding calm of nature with the layered complexity of the mind.
The logo reflects Adrian’s belief that healing begins below the surface, like roots growing quietly underground. Rounded, organic typography softens the tone, while a forest-inspired palette evokes calm and trust.
To echo the inner landscape of anxiety, I designed a topographic brain map highlighting regions commonly activated in anxious states, including the amygdala, hippocampus, and prefrontal cortex. This fusion of nature and neuroscience resulted in a brand grounded in trust, depth, and care.
Standing out by staying human
In a field crowded with generic, impersonal branding, Anxiety Healing stands apart by offering something deeply human. The new identity draws in clients with its warmth and clarity, while reflecting Adrian’s unique therapeutic approach.
Since launching, it has helped build credibility, attract new clients, and create a brand experience that feels as grounded and supportive as the work itself.
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