Five Houses Counseling is a private practice founded by a compassionate psychologist whose mission is to create a warm, welcoming space where individuals and families feel truly seen and supported. She wanted a brand that reflected her grounded, empathetic approach while feeling professional and trustworthy. I worked closely with her to craft a visual identity that would connect with clients on an emotional level, establish her credibility, and invite trust from the very first interaction.
Role:
Brand Designer
Industry:
Mental Health
Duration:
12 weeks
Challenges
Build Trust at First Glance: Create a visual brand that reflects warmth, safety, and calmness—key qualities for someone seeking mental health support.
Balance Approachability with Professionalism: Avoid branding that feels too clinical or too casual; find the right tone in visuals, colors, and typography.
Communicate the Meaning Behind the Name: The "Five Houses" name carries personal and symbolic weight. We needed to honor that meaning in a subtle, artful way.
Flexible Visual System: Design a brand that works seamlessly across her website, social media, printed materials, and office signage.
My Approach
Discovery Phase
Founder Interview & Values Alignment: Spent time understanding her background, therapeutic philosophy, and the deeper meaning behind the name “Five Houses.”
Moodboarding & Inspiration Gathering: Explored design language in wellness, counseling, and boutique healthcare to find a tone that felt grounded, honest, and serene.
Design & Development
Logo Design: Created a logo system that referenced the concept of home, care, and growth—incorporating abstract line work that subtly hints at five forms or shapes coming together.
Color & Typography: Chose a calming, earthy palette paired with soft serif and clean sans-serif typography to convey warmth, stability, and clarity.
Visual Texture & Iconography: Introduced subtle, organic textures and illustrated icon elements to reflect the human, thoughtful nature of her work.
Results
The new visual identity gave Five Houses Counseling a confident, authentic presence in the mental health space—making it easier for new clients to connect and feel reassured before even stepping into the office. The branding has helped establish the practice as a trustworthy, approachable option in a field where emotional connection and professionalism must coexist. Local referrals and online inquiries saw an immediate uptick following the brand launch.
Future Plans
Website Expansion: Add a blog section and client resource library to support mental wellness between sessions.
Email Newsletter Design: Develop a gentle, branded email template for sharing helpful content and announcements with clients.
Community Outreach: Create branded materials for local mental health events and partnership opportunities with nearby clinics and wellness centers.
Conclusion
The branding for Five Houses Counseling captures the heart of the founder’s mission: to offer clients a calm, safe, and supportive space. Through intentional design decisions and close collaboration, we brought her values to life in a brand that’s both warm and professional. The result is a visual identity that builds trust, invites connection, and sets a strong foundation for meaningful client relationships as the practice continues to grow.
