Role & Scope
Brand Identity | Website Design | Visual System Development
Brand Identity | Website Design | Visual System Development
Overview
Soul Logic Counseling is a private counseling practice founded by Susan Bollow. From the beginning, Susan was clear that she didn’t want a generic therapy brand or website. She was looking for something more intentional, something that reflected both the emotional depth of her work and the grounded professionalism of her practice.
I worked with Susan in a fully solo capacity, leading the brand and website design from discovery through execution.
Homepage design reflecting the balance of warmth, clarity, and professionalism at the core of Soul Logic Counseling.
The Challenge
Susan described her work as living at the intersection of soul and logic: depth and intuition balanced with structure and clarity. The challenge was translating that internal understanding into a visual identity and digital presence that felt authentic, calm, and distinctive, without leaning into common wellness clichés.
Beyond the immediate needs of a counseling website, the brand also needed room to grow. Susan envisioned future possibilities that extended beyond one-on-one sessions, including events, collaborations, and creative projects. The design needed to feel grounded now while remaining open-ended enough to evolve.
My role
My role was interpretive as much as it was creative.
I worked closely with Susan to:
• Listen for the underlying themes in how she described her work
• Translate abstract language and emotional cues into visual decisions
• Shape a brand that felt reflective rather than performative
• Design a website that felt calm, confident, and human
Rather than imposing a rigid process, I focused on holding space for clarity to emerge, guiding the work with restraint and intention.
Approach
This project required a balance of intuition and structure.
I approached the brand and website as a single system, ensuring that:
• Typography felt thoughtful and grounded
• The color palette supported a sense of calm without feeling muted or generic
• Visual elements conveyed depth without visual noise
• The website experience felt inviting, spacious, and easy to navigate
Every decision was made with the same question in mind: Does this feel like Susan?
Primary logo system, designed to balance clarity and emotional depth
Outcome
The final brand and website gave Susan a visual identity that felt aligned with both her personal values and the professional integrity of her practice.
Susan shared that she had worked with other designers in the past and, while the results were technically solid, she didn’t feel connected to the brand. With this project, the visual identity resonated with her right away.
The work resulted in a distinctive, emotionally grounded brand, a calm and intentional website, and a flexible visual system that can grow with her work over time.
Brand applied across client-facing materials, reinforcing consistency and trust.
Reflection
Soul Logic Counseling reflects the kind of work I value most as a designer: listening deeply, translating essence into form, and creating space for clarity to take shape. It’s a reminder that strong design doesn’t need to be loud to be powerful; it needs to be aligned.