Spec sample: calm, funny brand for an anxiety clinic

An unpaid spec sample I made on 6 October 2026 for a Contra job: a Melbourne psychologist launching an anxiety-treatment brand. The brief asked for something cool, trustworthy and distinctly Australian, calm but with gentle humour, in a set palette called Salt & Paperbark. It is one direction to react to, not a final design.

Logo: primary, stacked and an icon that still reads at 32 px. The tightrope is also the horizon: one small person keeping their balance at sunrise on the bay.

Two spot illustrations: a tiny real fin next to a huge imagined shark, and a tightrope walk with a tangle of rumination overhead and a magpie watching.

A landing page hero for desktop and mobile, with sample copy that follows Australian health advertising rules (AHPRA): no testimonials and no outcome promises.

Colour and type: the seven colours from the brief, plus a darker text shade so small labels pass WCAG contrast (5.1:1), and a free Fraunces + Figtree pairing.

Everything is hand-built vector (SVG), so it scales to print and can move into Figma and then Wix Studio. No stock images and no AI image generators.