Moo Therapy
Michelle Mentessi is a super-cool therapist specialising in helping young people between the ages of 10 and 20 come to terms and indeed solve many issues that they have around their mental health.
Michelle came to us looking for help in branding her new practice. This challenging area of therapy needed to strike the right tone with its market. Often the young people themselves are the ones that choose their potential therapist so it needed to resonate with a younger mindset and yet not alienate their parents.
Process.
It’s tricky line to straddle. Too much and it comes off looking overly ‘street‘ and therefore cliched, too little and it disappears into a sea of therapy that’s all lotus flowers, leaves and calm seas which was something all of us wanted to avoid. Michelle has gained a lot of her client base through her own personal brand. There are no elbow patches or corduroy jackets or any of the other usual therapist tropes at play.
In discussion with Michelle we noted that she’d labelled up a file as being from ‘Moo’ - her nickname since she’d been at college. Immediately, we seized on this and showcased a concept that used the ‘Moo Therapy’ name.
Not only did it seem logical - it was fresh, laid back and unusual. To go with the irreverent name we chose a ‘Sharpie’ appearance to design the word mark which has a great sense of movement to it and works well at any size.
We combined this with two fonts - a decent slab serif for smaller writing and body copy and a condensed type for display purposes.
Coming away from the usual tropes we chose dynamic colours rather than atypical sage greens and muted tones. A bold pink, sunny yellow and fresh teal/turquoise were all her colours with a soft cream for legibility on body copy means the complimentary look of the brand is strong.
A difficult brand to represent photographically - we would have had to rely on stock imagery, so instead we plumped with some equally bold illustrative treatments not showing any faces, just the lower half of bodies. We worked on male and female genders. To counter stereotypical colouring all imagery is mixed and matched.
Accompanying the illustrations were statements made by clients around their own mental well-being. Phrases such as “I’ll be honest with you…I’m struggling a bit” convey a message that while things may be out of kilter right now, they have taken a step towards easing their situation and while things may seem desperate now, Moo Therapy will help you on the road to mental well-being.
Find out more at https://mootherapy.co.uk/
What People Are Saying
“Rich helped me through the whole design process, asking questions to really understand how I wanted to communicate my brand. Through Rich’s approach I ended up with branding and a website that exceeded all my expectations - I could never have come up with the ideas used on the site on my own. On top of this Rich is a great person to work with, patient and friendly and doesn’t make you feel stupid for not knowing anything to do with design - it was a totally painless experience and my website looks amazing.”
— Michelle Mentessi