Allied Psychological Services is a psychology practice located in uptown Toronto. I was engaged through OmniWorx Inc. by Allied Psychological Services to create a brand program for their new practice that could incorporate different business divisions and specialties including a division for Forensic and High Risk Behavioural Services. We also worked with Jenilee Grenier, a Graphic Designer specializing in brand identity for Healthcare.
The objective of the project was to create a brand program that can be used to represent a Psychological Practice that offers a variety of services from Family Psychology to Forensic Psychology and Threat Assessment and create a consistent brand across the offered services while allowing for each service area to have a little bit of a distinct look. The brand needed to be consistent but should be able to be adjusted through the use of different colours to represent the different service areas the company works in. It should provide a basis from which individual practitioners can market themselves.
I started the project by meeting with one of the partners of the practice to get a sense of the type of look that they were looking for as well as the target market for their practice. I learned that the new brand should feel more modern and calm without fluff or the use of nature imagery such as leafs of trees etc. that existed in the current brand landscape of psychological practices. Natural textures could be considered but colours should be kept in earth tones such as pastel shades of Greys, Greens, Coppers, Reds, Browns, Yellows and Blues. The key message should be that this is a professional, high quality practice that provides its clients with a wide range of services and has connections throughout the industry.
Together with Jenilee, I worked on several different responses to this detailed brief. One solution included a sun-like emblem that to create a warm and welcoming environment with out making it specific to a certain practice. The client was drawn to this symbolism and we created alternatives using earth tones and ended up with the graphic shown here that utilizes earth tones from the more turbulent red to a calmer blue symbolizing the journey a patient may take from troubled to calm. The fact that the practice can connect clients with a wide range of services throughout the industry was also a key differentiator for this practice. This logo gives a strong focus to the “Allied” portion of the name placing an emphasis on this factor. I also created an identity for the Forensic division of the practice that was linked to the umbrella brand but had its own identity.
After finalizing a logo I worked on creating brand assets that were just as sleek and clean as the logo itself. Overall I worked with the client to identify a brand strategy including the target market, brand voice and key message along with other creative considerations to create a clean, modern identity that is unique in its industry.