Holistic Psychotherapy NYC is a New York–based practice offering thoughtful, integrative care for individuals seeking balance, healing, and deeper connection. The brief for this project was to create a brand identity that embodied stillness, subtle elegance, and quiet luxury — an aesthetic that feels both grounded and refined. The client wanted something timeless and authentic, a brand that could honour the depth of psychotherapy while appealing to discerning, wellness-focused clients in the city.
The design direction drew inspiration from New York itself, not through its energy and noise, but through its quiet corners of calm. We looked to the city’s parks, architectural textures, and moments of stillness to build a visual system that felt rooted and enduring. A suite of logos and brand marks was created to offer flexibility across digital, print, and environmental applications. The primary logo carries a strong serif paired with refined details, while the secondary marks bring variety and adaptability without losing coherence. To anchor the brand more deeply to place, we developed a collection of fine art paintings based on iconic New York landscapes. Rendered in a soft, impressionistic style, these artworks introduce a sense of serenity and timelessness, reframing the city through a quieter, more contemplative lens.
aesthetic keywords
Holistic Psychotherapy NYC
Heavy Stillness
Subtle Elegance
Quiet Luxury
branding, website design
The colour palette leans into earthy greens, warm browns, and muted neutrals, striking a balance between natural and sophisticated. Parchment-style textures and painterly backdrops add depth and tactility, making the brand feel lived-in rather than overly polished or trendy. The typography system further reinforces this balance, combining the clarity and accessibility of DM Sans with the refinement of Feature and Clarendon. The overall effect is approachable yet confident, gentle yet grounded.
The result is a brand identity that feels expansive and enduring, giving Holistic Psychotherapy NYC a strong and cohesive foundation for its website, collateral, and future growth. By weaving together artistry, strategy, and a deep sensitivity to the practice’s values, the brand is designed to resonate with clients who are seeking calm, trust, and meaningful connection.
