Bridget Westwood
BRAND STRATEGY | IDENTITY SYSTEM DESIGN | COPYWRITING
Challenge
Create a personal brand identity for Bridget Westwood – an integrative clinical psychologist who helps a wide variety of clients, from high-performing teens to established couples.
Scope
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Brand strategy
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Identity system design
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Copywriting
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Signage design
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Website design
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Social content creation
Results
Bridget's practice is growing rapidly, and her new brand – to the delight of her clients – has taken on a life of its own, filtering from the digital world into her practice space.
Context
Bridget Westwood has been successfully running her private clinical psychology practice for more than 15 years. Her schedule is chock-a-block, and clients need to book a few weeks in advance to see her.
Remarkably, she has achieved this without ever having a brand identity, or even a website! Her reputation precedes her, and her word-of-mouth referrals keep her in business. We needed to put her out there in the digital realm to reassure her younger clients that she is, infact, an active participant in the 21st century.
Opportunity
Bridget, in case you missed it, is my fiancé, so this pro-bono project was as much a labour of love as it was a process of digital legitimation. Bridget's practice is well-established, and her clients are loyal to her. We needed to capture her essence and that of her offering in a way that wouldn't estrange them.
Bridget wanted to strike a balance between nature and the feminine and masculine energies, to appeal to her broad range of clients. She is a nature lover, very fond of flowers, and wanted this part of her personality to shine through in her new brand.
Goal
Balancing nature with the feminine and masculine energies was our primary objective in developing Bridget's identity, while also making the mark feel personal to both herself and her clients.
Solution
By combining a strong, serif typeface with a bespoke illustrated Protea, we achieved the necessary balance, and fleshed the brand identity out into an asset pack to cover all eventualities.
Identity system
We curated a natural and harmonious palette, deeply rooted in colour psychology, to complement the illustrative and typographical directions of the logo. A variety of lockups – from badges and stamps to monograms – were created to cover all the touchpoints on which the mark might be used.
An extensive brand guidelines document was also developed, to help Bridget better grasp the overall usage and applications of her new brand identity.
Online presence
Bridget's online presence conveys a sense of serenity and calmness. Forest greens and mushroom creams combine with floral imagery and inspirational quotes about flowers, infusing her website and social assets with her unique aura.
Stationery
Just like her, Bridget's stationery exudes a natural sense of sophistication and elegance. The variety of logo lockups from her brand asset pack were utilised tastefully to create an assortment of stationery items – from business cards to folders, forms and envelopes – that reinforce the sense of calm she brings to her clients.
Outcomes
Bridget is over the moon with the results of our efforts and her practice has continued to thrive, finally equipped with a brand identity that matches both her persona and her offering.
Client feedback
BRIDGET WESTWOOD
CLINICAL PSYCHOLOGIST
Nic's beautiful design solutions feel like the perfect fit.
"Nic's talent has never been in doubt to me, but I was still blown away by the quality of the work he produced. No stone was left unturned as he meticulously researched my practice and offering, coming up with beautiful design solutions that feel like the perfect fit. My clients and I are incredibly happy with my new brand, even more so as it has grown organically into my physical practice space.”