Hi guys! Phase one for Medical & Psychiatric Institute of Florida is done and dusted ✅ The initial logo and brand identity presentation is now with the client for approval.

The institute provides medical consultations and mental-health care for younger and older people. I wanted the identity to feel reassuring and approachable, while keeping it clear and professional.

Here’s how this direction came together:

1. Sketching the direction: I explored three initial concepts on paper. The client picked one, which I developed into the presentation you’re seeing here.

2. Building the symbol: I reshaped a square into a rounded triangular form and paired it with a circular head, using golden-ratio-inspired proportions to guide the balance. Together, they suggest a person with raised arms—a gesture of hope, support and wellbeing.

3. Choosing the blues: My intention was to communicate trust, calm and positive growth. The lighter shades soften the identity, while the deeper blues give it a confident foundation.

4. Refining the lettering: I customized a Selmon-based wordmark for clarity and an open, approachable feel. For a healthcare brand, that sense of openness mattered to me.

Once this presentation is approved, I’ll refine the final logo, finish the brand guidelines and applications, and move into the website UI phase.

Do you think the client will give this direction the green light? 👀 What would you keep, and what would you refine?

I’m also open to new logo design and brand identity projects. If your business needs a fresh, more cohesive look, let’s connect.