Overview

About the project

I  was hired by a client to create a brand identity, including logo, wordmark, typeface, and color pallet for a California based Ketamine Infusion medical office, named Renew. Renew is a company created with the goal of opening minds to the benefits of psychedelic medicine, offering services such as Ketamine Infusions, LSD, Psilocybin, and MDMA therapies. By providing a serene and inviting environment (think more spa than medical office), Renew aims to create a space where everyone can feel safe and confident on their path to wellness.

Duration:

1 month

My Role:

I was the only designer on this project. My responsibilities included:

• Brand research
• Market research
  
• 3 sketched logo concepts
• Identity creation (color pallet, typeface)
• High fidelity logo creation
• File compilation
  
• Delivery

Ideation

Research & Concept Creation

To start off the design process, I held an interview with the clients to learn more about their wants and needs. Their request was for a logo that felt holisitic, envoked tranquility and "namaste" vibes. They specifically wanted a logo along with a wordmark, keeping it super simple, clean lines, and very little detail. They loved the idea of a sideways head with a flower or plant inside. For the color pallet, they requested blues and greens. Thier inspiration pictures included lotus flowers, meditating poses, mushrooms, and various "line art" logos. Easy enough!

After taking these requests into account, and completing some market research, I offered 3 concept designs to choose from:

Concept 1

This concept included elements of meditation with a surrounding design similar to a lotus flower. I also "hid" a mushroom in there as the body of the meditator.

Concept 2

This concept fulfilled the sideways head request, positioned in a tranquil state, with a lotus flower included in the center.

Concept 3

This concept reflected the lotus flower inspiration, as well as including a meditative pose. The half circle design allows for good placement above the wordmark.

Final Concept

Revisions & Hi-fi Design

The concept the client went with was.....drumroll........concept 2! Some revisions requested were to make the head outline more gender neutral, and incorporate a mushroom somehow as well. I decided to blend the mushroom and lotus flower together inside the head, which ended up being perfect for a cute standalone logo. 

This was the final concept:

Typography

Creating the Wordmark

After nailing down a logo, it was time to pick a couple fonts that would make up the wordmark portion of the logo. I wanted the main font to embody the tranquil vibes described before, so I went with a typeface that flowed like water, but was still easy to read and unique. The secondary font needed to blend well with the main font while still offering an eye pleasing contrast. This is what I ended with!

Primary

Secondary

Colors

Creating a color pallet

The specific request of the client was to incorporate blues and greens into the color pallet. In order to do this while keeping with the tranquil theme while also staying professional, I decided to go more muted with the color selection. Think seafoam, steely pebbles, sand, rainforest fauna. I chose to select 2 base colors: a white and light tan, 3 accent colors: deeper tan, lighter blue, and steel blue, and 2 darker colors that can be used for accents or fonts: deep green, and a green so dark its almost black. Together, these colors make up the perfect pallet that envokes peace and calm.

Conclusion

Final Product

After the process of creating the brand identity for Renew was complete, it was time to handoff the design to the client! This entailed compiling a file consisting of every part of the logo (logo, wordmark, logo+wordmark, standalone mushroom) in every color variation and file type they may need. To ensure there was no confusion, I also included a "Logo Guide", which is a helpful mini-guide to understanding each file type and when to use them.

Overall, this process was pretty straightforward with minimal painpoints. The client was very pleased with the outcome and have utilized their new logo on signs, branding and marketing, as well as swag! Check it out:

Thanks for reading. Check out some of my other projects below!