BRAND IDENTITY & DIGITAL EXPERIENCE
A human-centered psychology brand built around transformation, trust, and emotional connection
Year: 2024-2025
Industry: Psychology / Mental Health
Scope: Developed a comprehensive brand identity and digital experience for Strong in Therapy, the New York–based psychology practice founded by clinical psychologist Dr. Marianna Strongin—creating the visual identity, website experience, social media presence, communications direction, and a cohesive suite of print and digital brand applications.
The challenge was to balance clinical credibility with the warmth and human connection at the heart of therapy. Inspired by Rorschach imagery and transformation, I hand-painted a watercolor butterfly and used soothing blues and purples to create an identity that feels organic, approachable, and distinctive.
The visual language was carried consistently across the website, social media, stationery, patient materials, presentations, and other applications—creating a cohesive experience that reflects growth, transformation, possibility, and the deeply personal nature of therapy.
Role: Brand Strategy, Creative Direction, Brand Identity, Visual Design, Web Design, Digital Design & Brand Applications
Applications
For Strong in Therapy, I worked closely with Dr. Marianna Strongin to translate her vision of therapy into a visual identity centered on strength, transformation, support, and human connection. The butterfly became the heart of the brand—a symbol of growth and possibility, while also drawing inspiration from the organic, interpretive nature of Rorschach imagery.
I hand-painted the butterfly and supporting artwork in watercolor, then combined these analog elements with digital design to create a visual language that feels expressive, personal, and intentionally imperfect. Soft washes of blue and purple, fluid forms, botanical details, and layered textures bring warmth and emotion to a field often represented through more clinical aesthetics.
Across the website, social media, and brand applications, I carried this mixed-media approach through every touchpoint—creating a cohesive experience that reflects Marianna’s personality and expertise while capturing the transformative, deeply human nature of therapy.
