Birch Lake

Logo + Visual Identity
Business Cards
Stationery

About the client

Located in the Twin Cities metro area, Birch Lake Relational Therapy provides relationship, individual and sex therapy in a private practice setting. With compassion, care, accountability, and a little bit of humor, Birch Lake Relational Therapy stands with their clients through the hard moments as they tend to their most important relationships, make sustainable change, and build lives worth living. Joanna and Anne are a welcoming and safe place, meet clients where they're at, and serve as a resource as they move through different challenges and feel ready to make transformative change. They are passionate about bringing clients from lonely, burned out, and on the brink to grounded, connected, and engaged in life again.

About the brand

As they prepared to branch out on their own and launch their new therapy clinic, co-owners Joanna and Anne were ready to put their best foot forward from the get-go with a timeless and refined brand identity with touches of playfulness that create a conversational and "come as you are" tone, while also remaining grounded, polished, and empowering. The logo lettering has a beautiful presence, with its soft and subtly feminine details adding a welcoming feel. The “b” brand mark becomes the recurring and recognizable symbol for Birch Lake - the double diagonal lines represent optimism and standing with clients as they make progress toward their goals. We included earthy, nature-inspired photos and textures that feel calming and inviting, representing different seasons of life and contrasting nicely with the more typographic, detailed logo lettering. The vertical line pattern was inspired by birch trees and branches, and tie together with the diagonal lines in the brand mark.