Transforming a trusted therapy brand into a confident, cohesive presence
Chase Wellness came to us as an already successful therapy practice—but one that didn’t feel fully represented by its visual identity or brand voice. While the foundation of her business was solid, she was ready to rise above her current branding and step into something that felt aligned with the direction she was heading.
We started with deep brand discovery—understanding her mission, vision, and the heart of her client relationships. From there, we built a modern, calming identity system that would reflect the warmth, professionalism, and trustworthiness her clients already felt in working with her.
Brand strategy and positioning
Our first step was deep brand discovery—uncovering the “why” behind Chase Wellness. Through guided conversations and strategic frameworks, we dug into the practice’s values, ideal clients, and long-term vision.
What stood out: this wasn’t just therapy. It was healing work rooted in emotional safety, deep trust, and compassionate care.
From that insight, we positioned the brand as a nurturing guide—someone who walks alongside clients with wisdom and steadiness. This informed everything: tone of voice, visuals, photography direction, and even the brand’s pacing.
Rather than coming across overly clinical or overly spiritual, we struck a balance. The final brand sits at the intersection of calm professionalism and human warmth.
Visual identity + logo design
We created a new logo that felt grounded and modern—clean typography with subtle organic movement to reflect growth and emotional flow. It’s simple and timeless, designed to hold its own across mediums without feeling trendy.
We also developed a full color palette: warm neutrals, soft greens, and muted golds that evoke peace, stability, and natural connection. Each tone was selected to reflect the brand’s purpose and to offer flexibility across web, print, and social platforms.
We paired this with curated photography guidelines—landscape imagery that breathes and people-focused images that reflect inclusivity, safety, and emotional connection.
Voice and tone development
We worked closely to shape a clear and consistent brand voice: gentle, grounded, and empowering. This tone carries through in everything from the mission and vision statements to the smallest captions on social.
We rewrote her mission statement to be client-facing, warm, and concise—speaking directly to those who need therapy, not just about therapy. Her vision was also refined to better align with the future of her practice and how she wants clients to feel after working with her.
Our mission is to offer a safe, inclusive, and empowering therapeutic space where you feel supported in exploring your past, making sense of your present, and imagining a future that aligns with your values.
We are committed to cultivating a sense of safety, trust, and openness in every session. Through authenticity, vulnerability, and connection, our therapists support clients as they engage in meaningful self-work—moving toward healing, peace, and a deeper sense of purpose.
As an inclusive practice, we value cultural awareness and affirm the experiences of clients from all backgrounds. We are especially dedicated to serving individuals in communities that have historically been underserved in mental health care.
Brand archetype alignment
Using our proprietary archetype framework, we identified The Caregiver as Chase Wellness’s brand archetype.
The Caregiver is nurturing, loyal, and driven by a desire to help others. This archetype emerged organically through our research—her services are relational and client-centered, and her strength is in creating safe, emotionally intelligent spaces for healing.
Once we identified the archetype, we used it as a filter for every brand decision—from color palette and logo elements to tone of voice and user experience. Her brand now clearly reflects that identity, making it easier for her ideal clients to connect and trust from the very first touchpoint.
Brand guidelines
We wrapped the project by building out a complete brand guidelines document. This included:
- Logo usage (full, stacked, and simplified versions)
- Color palette breakdowns (with HEX, RGB, and CMYK values)
- Typography hierarchy (with web-safe alternatives)
- Photography direction (landscape vs. lifestyle usage)
- Voice and tone examples
- Archetype alignment guidance
- Do’s and don’ts for maintaining brand integrity
This document empowers her and any collaborators to keep the brand cohesive, no matter who’s creating content.
Print + digital collateral
- Branding doesn’t stop at the logo. We extended the new look and feel across all touchpoints:
- Redesigned business cards to reflect the elevated identity
- Updated social media bios, profile images, and highlight covers
- Provided clear copy templates and brand language guidance for captions
- Ensured consistency across platforms, from website to printed materials
The result? A brand that’s instantly recognizable, emotionally resonant, and built to grow.
Conclusion
Working with Chase Wellness was a reminder of the power of clarity. When your visual identity and messaging align with the work you’re doing in the world, your brand becomes more than a look—it becomes a feeling.
This is what we do at A Brand Above. We bring your story into focus so your clients see it, feel it, and trust it.
