Established in 2018, Depth Counseling is a growing psychotherapy collective whose practice takes a psychodynamic approach to mental health problems, focusing deeply on emotion and the exploration of avoidance. Proprietor Gregory Rizzolo needed his logo and brand to be clean, but not cold, and to signal that the therapists at Depth are friendly, professional, and invested in their clients.
The logo was inspired by meditation labyrinths, and suggests the introspection they are intended to foster. Additionally, there is a reverberating D / reverse C in the design, referencing the brand’s initials.
The website features original photography from real-life labyrinths around Chicagoland; it also carries the watercolor aesthetic of the logo into the charts and stock photography that populate it.
For more on the process of developing Depth Counseling’s brand identity design, read this case study on yes.I.blog.
Only a year after its establishment, Depth is using its brand to thrive, and is on the brink of tripling its staff!
Middle Branch Partners
Middle Branch Partners is a brand new financial advisory facilitating transactions in the MedTech sector in North America and the United States. Having seen yes.I.said’s work for the Goethe-Institut Chicago, the Partners were looking for a clean, colorful, mature aesthetic that would engage both American and European clients.
Following recent design trends, we decided to pursue a color theme that features matcha tea greens over a rich, dignified navy with sapphire highlights. Most of the identity designs of other similar firms have simple light backgrounds, and since the website launch in March of 2019, this diversion from the norm has proven to be a successful strategy.
The logo features a diamond containing a swoop suggestive of a river; this refers to the company name, described by MBP as follows:
“In a river system, a middle branch both separates and connects. It lies between two streams or rivers while, at its end, it adds power and strength to both.
At Middle Branch Partners we take this analogy to heart. We work with buyers and sellers to make the sum total greater than its parts. It’s only the presence of a middle branch that can make that happen.”
Click an image to visit the corresponding live site; please note that these sites are maintained by the clients, so appearance may vary slightly from the original design.