Client: Morgan Caseman, LPC

Challenge: This client was launching a new business and needed foundational brand assets, including a logo and visual identity.

Solution and Approach: For this client, a Licensed Professional Counselor with over 14 years of experience, I created a brand identity that reflects his empathic, person-centered approach to therapy. Incorporating a water lily into the logo symbolized growth, renewal, and calm, while a palette of layered greens conveyed balance, healing, and emotional resilience. These visual elements were carefully chosen to align with the client’s mission to make counseling approachable, supportive, and rooted in trust. The result is a visual identity that feels both grounded and inviting, supporting his goal of creating a safe and welcoming space for individuals and families seeking meaningful change.

Timeframe: 2023

Technology Used: Illustrator

Key Deliverables: Logo and brand guide