Cindy Shu Therapy | Kristy Lee Design

My fellow designer friend, Becca Wang and I embarked on the visual refresh for HR Cloud. It initially did not start as a full rebrand, but simply a separation of the two companies of HR Cloud and Neogov. Neogov is the older, parent company that focuses on the public sector, while HR Cloud was its younger company focused on the private sector. Over the years of their existences, their branding and style were very close to being the same. We were on a time crunch to introduce a visual refresh for HR Cloud as the team needed to build a new website in time for a conference.

I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.

I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.

The first part of my working relationship with Cindy was to establish who she is as a therapist and what her practice stands for. We've had many conversations and collaborated in intensive working sessions to clearly define her mission, values, and goals for her practice. A strong design comes from a well-defined brand, in which we set out to do using a breakdown of branding terms to build the voice of her practice.

Cindy Shu Therapy

SERVICES

Creative Direction

Branding Design

Web Design

Illustrations

Production

Photography

Cindy Shu Therapy is a private practice focused on personal growth and mental development for their clients. Therapy is not meant to provide solutions to their struggles, but instead a reflection to help clients understand themselves and as a result, approach their struggles in a healthy manner. Young working professionals, families and married couples are able to come to the practice and work closely with Cindy to grow towards their truest self.

The branding system reflects the conversational aspect of the practice by letting the type speak for itself in its design elements. Cindy Shu Therapy is client-focused, with its only mission to provide personal growth through their conversations. The website reflects the personable aspect of the practice by bringing the potential client through a conversational flow within each page.

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