The Manhattan Psychotherapy Collective is a progressive practice in the heart of New York City's Flatiron District, founded by Deborah Missud in 2023. Specialising in advanced therapeutic approaches like Eye Movement Desensitization and Reprocessing (EMDR) and Ketamine-assisted Psychotherapy (KAP), the practice is tailored to meet the needs of young adults navigating the complexities of modern urban life. Our mission is to empower clients through specialised, evidence-based psychotherapy, fostering long-term wellness and personal growth.

The project aimed to position The Manhattan Psychotherapy Collective as a leader in upscale, boutique mental health care. The brand identity was crafted to resonate with aesthetically-minded young women aged 20 to 35, who are balancing demanding careers and vibrant social lives in New York City. The goal was to create a brand that embodies peace, luxury, and friendliness, reflecting the unique needs and preferences of our target audience.

strategy, naming, brand, copywriting, website, collateral

The Manhattan Psychotherapy Co.

The logo design is refined and elegant, utilising a title case serif font that incorporates gentle curves and unexpected flicks. This approach strikes a balance between timeless sophistication and modern relevance, ensuring the wordmark is friendly and approachable. The slightly off-beat serif adds a touch of flair, making the logo chic and welcoming without appearing pretentious.

The type system enhances the brand’s friendly and engaging identity. A transitional or semi-serif font forms the foundation, with italics used to highlight key points and add visual interest. The straightforward subheadings and paragraph fonts complement the primary heading font, creating a cohesive and clean typographic style that is easy to read and appealing.

The colour palette and textures are inspired by the calming and serene ambience of a seaside moment. Grainy, painted textures add a sense of authenticity and tranquillity, creating a peaceful and welcoming environment. These elements, combined with soft, cool tones, evoke a feeling of fresh air and relaxation, aligning with the brand's aesthetic keywords: peaceful, boutique, and friendly.

Illustrations play a significant role in the brand identity, featuring sketched depictions of New York City’s quiet and beautiful spaces. These illustrations mirror the clinic's interior decor, tying the visual identity closely to the physical environment and enhancing the sense of connection and relatability.

The custom pattern, derived from a simplified foliage icon, and the modern, soft foliage shapes used as icons throughout the brand, add a feminine touch to the overall aesthetic. These elements contribute to a high-quality, personalized feel that is both upscale and inviting.

The Manhattan Psychotherapy Collective’s new brand identity is a harmonious blend of modern elegance and welcoming warmth. It successfully communicates our commitment to providing sophisticated, client-centric care in a serene and supportive setting, positioning the practice as a premier choice for young adults seeking transformative mental health support in New York City.