A self-initiated brand identity and

A self-initiated brand identity and landing-page concept exploring how anxiety treatment can feel calm, approachable and human rather than clinical or intimidating.

The concept combines a soft Australian coastal visual language with playful hand-drawn characters, warm typography and gentle humour. The identity includes a primary logo, secondary mark, favicon, colour palette, typography, textures, spot illustrations, and responsive landing-page concepts for desktop and mobile.

The visual direction was inspired by Melbourne's coastal environment—sun, water, sand and natural textures—while using simple character illustrations to communicate everyday experiences around anxiety in a friendly and relatable way.

This concept was created as a design exploration and is not affiliated with or commissioned by Anxiety Treatment Melbourne or Lighter Minds Psychology.