Industry
Health and Wellness
Project
Branding, Illustration, Design
Building Blocks
Foundations Child Therapy is a UK-based practice offering specialist psychological assessments and therapy for children, young people, and families, with a focus on autism, ADHD, and emotional wellbeing. Their multidisciplinary team provides compassionate, tailored support, from clinical psychology to parent coaching, helping individuals build resilience and thrive.
The Brief
Foundations needed a brand that could connect with children while remaining flexible enough to expand across a range of assets. The request was a visual system was designed to express a full spectrum of emotions as needed, from calm and reassuring to playful and energetic.
My Role
I developed a modular system of abstract blocks and illustrations that can be taken apart and reassembled, inspired by the building blocks children engage with early in their development.
The typeface, Gilbert, was chosen for both its bold, expressive character and its story. Created through the Type With Pride initiative by NewFest, NYC Pride, Ogilvy, and Fontself, it honours Gilbert Baker, an American illustrator, designer, artist, and activist best known for creating the Pride flag. It reinforces the idea that children can grow into whoever they want to be, with the clinic supporting a strong, healthy foundation.
A series of emotion-led illustrations were created as both learning tools to help children identify and understand their feelings, and as a set of friendly mascots that bring personality and warmth to the brand.
