Brand Identity
Stepping Stones Psychiatry
To establish Stepping Stones Psychiatry LLC as an expert within the psychiatry community, I helped them build a brand identity that represents their commitment to help others better their mental health.
My role: Brand Designer
Logo ideation
We started building Stepping Stones Psychiatry LLC's brand identity by putting together imagery that would eventually lead to the formation of the company's logo. The company stakeholders were inspired by pathways in nature, and stepping stones as a representation of those pathways. Stepping Stones Psychiatry LLC's mission described their commitment to help their patients find pathways to assist the betterment their mental health, and they felt as though stepping stones were a great representation of that process.
This framework informed my visual research and led me to utilizing imagery of stepping stones, stairways, and the letter "S" in the beginning the logo iteration process.
First iterations
My initial explorations were driven by simple shapes and playing with symmetry. It was important that the logo be simple enough to be easily utilized for print and digital, while still maintaining the playfulness and artistry of the imagery that the stakeholders had sent as initial inspiration.
Final designs
As we went through various iterations of each design, the stakeholders seemed to respond well to simplicity, symmetry, and repetition. Focusing on these characteristics, I came up with a design that evoked the many pathways created by stepping stones; a visual representation of the many avenues one can take when committed to the process of bettering one's mental health.
Typography
Sans-serif fonts align with the modernity and expertise represented by Stepping Stones Psychiatry as healthcare providers who focus on providing patients with innovative health treatments. Montserrat's round styles were a good reflection of the calm and friendly setting these innovative treatments are administered in. Muli is a very legible and clean font family that positions any kind of body copy to be easily read as well as accessible.
Headings and displays
Body copy
Color palette
It's important for healthcare providers to be not only experts in their field, but trustworthy in their practice. Navy blue brings trust and calmness to the visual representation of the Stepping Stones brand. Celtic blue reflects the friendly environment provided at Stepping Stones during patients' experience in and out of the doctor's office. Spring green accents the blue and represents growth and innovation; both in the kind of treatment that Stepping Stones provides as well as the patients' own journeys to better their mental health.
Final logo
Utilizing Stepping Stones' established visual identity, I combined the initial logo ideation, typography, and color palette to create a final version of the logo. It was important to make sure the final logo worked on in black and white and in color. I also created a portrait and landscape version of the logo to maximize its usability.
Color logo: portrait and landscape
Black and white logo: portrait and landscape
Print products
To further integrate Stepping Stones' new visual identity with its established practice, the company's stakeholders requested custom letterheads and business cards, as well as an informational postcard describing the new office's grand opening.
Business card – for health care providers
Business card – for administrators
Letterheads
Postcard 
