Inner Waves Psychology
Brand Identity Design
Nº1. PROJECT DETAILS
Year: 2024
Client: Inner Waves Psychology
Services: Brand Identity Design
Challenge
Emily Barber is a registered psychologist and founder of Inner Waves Psychology, who aims to create a safe space for children and young adults by offering accessible psychology services. She came to Milkshake before launching her own practice, searching for assistance to create a brand that personified her passion for making a difference in the mental health of her community.
Perspective
Creation of the visual brand identity for a newly started business to stand out in a saturated market, while remaining welcoming to both parents and young patients.
Solution
Emily was searching for striking and unique visuals that reflected her mission and would allow her to build her business around it. We designed a completely new brand identity that was inviting to both the parents of her patients and adolescents themselves. The aim was to perfect a look and feel that was modern, fresh, and professional, whilst retaining a degree of youthfulness. We also created a point of difference from other competitors in the space by pivoting from the stereotypical children’s clinics branding, moving away from aggressively bright colours to a more soothing and flowing aesthetic that matched Emily’s own calming energy. There was a significant amount of focus on design customisation. The logo suite was designed to embody the principle behind the practice’s name, much like waves, emotions, and thoughts come and go. We pulled this nautical influence into the logo typography with customisations to incorporate the movement of waves further into the design. To expand the available resources of branded visual elements, we designed a set of custom brand illustrations that continued the theming of waves and the ocean, which are then easily used across visual assets and collateral.
Impact
The visual brand identity and the custom illustrations set the foundations for Emily’s brand and allowed her to move forward quickly with her practice launch. She has successfully begun utilising the full range of brand assets to market and position her unique take on psychology services and differentiate herself from her competitors. The ability to consistently use sophisticated design elements means her brand reflects the same level of professionalism that she provides herself.
Inner Waves Psychology Instagram Story Mockup
Inner Waves Psychology Notebook Mockup
Inner Waves Psychology T Shirt Mockup
Inner Waves Psychology Secondary Logo.png
Inner Waves Psychology Main Brand
Nº2. CREDITS
Collaborators
Graphic Design: One Touch Studio
Contributions
Creative Direction: Milkshake Creative
Nº3. ABOUT
Inner Waves Psychology is a specialised psychological practice founded by Emily Barber, a registered psychologist dedicated to creating a safe space for children and young adults. Based in Williamstown, Melbourne, the practice offers accessible mental health services with a focus on supporting teenagers and adults through various challenges, including depression, anxiety, drug and alcohol issues, low self-esteem, and relationship difficulties.
Emily's approach combines evidence-based methodologies with person-centred care, ensuring that each client receives individualised attention tailored to their unique needs. The practice offers both in-person consultations and telehealth online appointments, making professional psychological support accessible to a wider community.
The name "Inner Waves" reflects the practice's philosophy that emotions and thoughts, like waves, naturally ebb and flow, a reminder that difficult feelings eventually pass.