Project Type: Strategic Brand Design

Date: Summer 2025

Time Frame: 2 Weeks

Client: Compass NP in Psychiatry

Brand Foundation Workup

Target Demographic Concepts

Competition Analysis

Market Gap Research

Brand Voice and Messaging

Full Brand Visual Collection Design (logo suite, color palette, typography, etc)

Accessibility Analysis

Imagery Direction and Stock Library Curation

Brand Guideline Document

Custom Business Card Template

Framer Website Template Branding

Avantika Jhanji is a transformative coach on a mission to help ambitious women break free from good girl conditioning, reclaim their confidence, and radically own their voice, power, and desires so they can build careers, relationships, call in money and lives that actually feel as good as they look. It all starts with their self-concept.

Compass started with a brand design that was overly complex and obvious. Her original logo didn't stand out in the crowd of mental health options, meaning her clients weren't able to find her. Through our branding research, we determined that there was a space in the market for brand that felt light, open and warm. Using the research done for color analysis and color psychology, a color palette of professional grey tones and warm off white set a foundation for the bold, nurturing cool tones.

The logo design mixes the humanistic san serif typeface, Inder with the main logomark. For the logo mark, we wanted to mix the ideas of a compass (direction and guidance) with the organic symmetry of the human mind. The final mark shows imperfect shapes coming together to form the shape of the human brain with a compass star making up the negative space.

Pairing this logo with the visual direction of light, calm, personal imagery and typography create a cohesive brand ecosystem that stands out in the mental health market.