About The Brand
We created the brand concept for True North Counseling to reflect therapy as a journey filled with direction, companionship, and moments of unexpected joy. The brand emphasizes creating a space where clients can explore their path at their own pace, guided by their own desires and discoveries.
We focused on relationships, highlighting trust, honesty, and genuine companionship, with providers acting as guides rather than authorities. The visual identity embodies this philosophy through a travel journal concept, celebrating the organic, evolving nature of personal growth and self-discovery.
Messaging
We made sure True North’s messaging embodies the Explorer archetype, guiding clients like a trusted friend on a backpacking trip. The brand voice is encouraging, down-to-earth, and full of energy—offering support with warmth and confidence.
Design Assets
The design assets feature hand-drawn, "sticker-like" illustrations that feel organic and imperfect, reinforcing the brand’s adventurous and personal approach.
Color
The color palette is inspired by retro camping, featuring deep forest green for a sense of stability and grounding, while bright orange accents add a pop of fun and energy.
Illustrations
The illustrations are designed to resemble collectible stickers, much like those picked up during a memorable journey. Hand-drawn and slightly imperfect, they reflect the personal nature of each client’s growth and exploration.
