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.
Foundations Child Therapy
Industry
Health and Wellness
My Jobs
Illustrator
Designer
Tools
Adobe Illustrator
Procreate
Overview
Foundations needed a brand that could connect authentically with children while flexing across a wide range of assets — expressing everything from calm and reassuring to playful and energetic.
I developed a modular system of abstract blocks and illustrations, inspired by the building blocks children engage with early in development, designed to be taken apart and reassembled across different applications.
Typography was set in Gilbert, chosen for its bold, expressive character and its story — created through the Type With Pride initiative to honour Gilbert Baker, creator of the Pride flag — reinforcing the idea that children can grow into whoever they want to be, with Foundations supporting a strong, healthy start.
The Results
The modular system gave the brand room to express a full emotional range while staying visually cohesive across touchpoints. A set of emotion-led illustrations doubled as both learning tools, helping children identify and understand their feelings, and friendly mascots that bring warmth and personality to the brand — turning clinical support into something approachable and human.
