Innerly is a self-initiated branding project for a contemporary psychology clinic. It is designed to welcome everyone mindful of their well-being and needing support in that.
To welcome one, the identity balances calmness with confidence - where the calmness is brought by nature-inspired elements, while bold colours and graphic patterns bring the confidence.

PROCESS

   
The identity started with three logo variations exploring the same core concept - an abstract "In", alongside different colour palette directions. Logo option 2 was selected, while the colour palette continued to evolve throughout the process.
As the logo developed, I was pleasantly exposed to a form that reveals a pattern that came to represent people and connection.