introduction
Covalent Therapy is a freelance graphic design and branding project I completed for a client launching a private
marriage and family therapy practice.
My task was to create a cohesive brand identity and promotional materials that reflected the core values of the
practice. I chose a risograph-inspired visual style — complimentary, layered, and textured— to echo the practice’s namesake and
philosophy.
In addition to this, I was tasked to design two different logotypes, one with an emphasis on marriage consultation and romantic relationships, and another focusing on familiar relationships and family- oriented / youth practice. With this in mind, my goal was to create branding that felt cohesive, compassionate, and reflected Covalent Therapy’s mission for wellness authentically and memorably for new clients and first- impressions. Even without a more traditional brief, I referred to my early research insights, user feedback, and project objectives through the development of visual identity.
project
Covalent Therapy
Marriage & Family Therapy
info
art director, client consultant, designer
solo assignment
three weeks
Procreate, Adobe Illustrator, Adobe Photoshop
Design Themes
What is Covalent Therapy's Mission?
"These bonds involve the sharing of electrons between atoms.
The strength of a covalent bond depends on factors like the number
of shared electrons (single, double, or triple bonds) and the
electronegativity difference between the bonded atoms."
Just like covalent bonds, where atoms share electrons to become stronger together,
this practice believes in the transformative power of open dialogue and mutual support.
When it came to designing branding, I struggled a bit with the design brief, as the client
had little aesthetic preferences, only in thematic components and conveying practice values:
communication
trust
individuality
doodling, sketching & concepts for branding
My design process always starts with research! When it came to my design and my consultation I actually went back all the way to my notes in AP Chemistry and read up on Covalent Bonds , to (1) better understand the practice naming, and (2) to inspire my designs. For a while I grew obsessed with atomic diagrams, ionic bonds, shared elections, and saw the genius in the title - especially when connecting back to the clients practice, and mission, so I did my best to include as many elements from the chemical namesake as possible.
Of my design motifs , I highlighted sharing and communication - which I chose to represent through the use of overlapping forms , and layered color.
final design deliverables
retrospective
Clients inspire too!
future creative investigations
My clients branding idea was super cool! Coming out on the other side of this projevt I regret not experimenting more with chem illustrations
, but I was scared of accidentally designing or delivering technical inaccuracies – I got a 2 on the AP Chem exam. You get a 1 for automatically writing my name and leaving, I got nervous. I can do redox reactions and
remember the periodic table of elements pretty well- even if it has been five years since my time in a Chem class.
Animations are awesome.
design impications & future work
I’d love to explore more of th branding opportunities for this project, especially when it comes to motion design and UI design and development, this Client does not do telehealth and doesn't have a digital practice, but I can already picture and imagine alot of motion designs I would make for it if it was, especially with the potential from the Chemistry inspiration! (chemical reactions? more bond-based exploration & molecular imagery?) I'm also now super excited to look into other ux methods, particularly motion & graphic design. I experimented more with animations for this project, even going as far as playing with frame by frame in early concepts. I'm really hyped to look into it more. At the end of Covalent Therapy’s story the Client was very happy with the designs, and I was happy with the work I’d created.