Between social media, the website, and the app - each used different shades of blue or teal, and multiple versions of the brand’s name (“ayana,” “AYANA,” and “Ayana Therapy”). The light blue color used on the app lacks energy, and clashes with the website’s teal. Overall, this made for an unprofessional presence.
I conducted an exercise with stakeholders most invested in the brand - the founder/CEO, CTO, and COO. I asked them to list 5 words/phrases that encapsulated Ayana Therapy for them, and started a conversation about what the brand should convey. Based on the exercise and this conversation, some key themes began to emerge: trust, authenticity, empowerment, and customization. For each of these themes, I generated visuals, colors, and typefaces.
One of the more challenging parts of this process was translating abstract concepts such as “acceptance” and “support'“ into visual representations. On top of that, therapy as a service is difficult to visualize - it’s a highly personal experience, and looks different for everyone.