Grace Therapy | Logo & Brand Design

Scope

Logo Identity
Typography & Color Palette
Brand Guidelines

Date

2024

Grace Therapy is the newly founded therapy practice of Fani Mwasiti, MSW, LCSW-A. Born in the Democratic Republic of Congo, Fani earned her bachelor’s degree in Human Development and Family Studies from UNC Greensboro and her master’s degree in Social Work from UNC–Chapel Hill. Her practice is rooted in a person-centered approach, supporting individuals experiencing grief, anxiety, depression, trauma/abuse/PTSD, and parenting challenges.
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Fani reached out to me to help bring her new practice to life through a thoughtful and cohesive brand identity. The scope of the project included a logo, typography, color palette, and brand guidelines. She was particularly inspired by the imagery of an elephant ear plant and a water droplet creating ripples—symbols of growth, care, and gentle impact.
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Because therapy must feel like a safe and trusting space, the brand needed to visually communicate those same qualities. We anchored the identity in five key words: simple, inviting, friendly, calm, and soothing. These guiding principles informed every design decision across the logo, typography, and color system.

The final logo balances both leaf and water elements. The viewer’s eye is first drawn to the leaf, then guided downward to the water droplet, where ripples spread outward before leading the eye back up to the stem. This cyclical movement reflects the ongoing process of healing and growth.
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Typography was chosen to avoid harsh or rigid forms. A soft serif, Averia Serif Libre, is used for headers, paired with Nunito Regular, a sans serif typeface with subtly rounded extremities, for body text. Together, they reinforce approachability and warmth.
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The color palette consists of various greens, blues, and neutrals. These colors reference nature, growth, and peace while also grounding the brand. Neutrals were intentionally included to suggest earthy roots; they also subtly acknowledge the diverse ethnic backgrounds of Grace Therapy’s patients. The primary colors are a deep green, off-black, and off-white, with pure black and white reserved for minimal use to maintain a softer, lower-contrast feel.
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To ensure long-term consistency, I delivered a comprehensive brand book outlining proper usage of the logo, typography, colors, and assets. Fani has since implemented the brand across her website, social platforms, and email signature, confidently launching Grace Therapy with a visual identity that reflects both her values and her care for others.