Sense of Self Psychology | Brand Identity Design
Murad Malik
Brand Identity for Sense of Self Psychology
Sense of Self Psychology provides compassionate, evidence-based psychological support with a personalised approach. Specialising in neurodivergence, the practice helps individuals better understand themselves, navigate life's challenges, and build lasting emotional wellbeing in a safe and inclusive environment.
The brief was to create an identity that felt warm, grounded, and human, without falling into the cold clinical aesthetic that dominates the psychology space.
Brand overview: the fluid graphic device derived from the wordmark's letterforms, used as a large-scale visual element across brand applications.
The graphic device, a flowing, looping form, was pulled directly from the S in the wordmark. It gives the brand a signature visual language that feels organic and expressive, a counterpoint to the structure and precision of clinical work.
Brand system overview: logo variations, submark, merchandise, and founder photography across the full identity.
The identity was built to flex. The retro-influenced wordmark works across sage green, off-white, and dark backgrounds without losing its warmth. From tote bags to water bottles to caps, the system carries the same approachable energy at every touchpoint.
Social and print card system: three card directions showing the brand across dark sage, photography, and light sage applications.
The card system gives the brand room to breathe across different content types, dedicated brand card, a photography-led card with the submark, and a messaging card built around the practice's core positioning. Each one feels like the same brand, seen from a different angle.
Out-of-home application: large format billboard showing the brand's graphic device and founder photography at scale.
At billboard scale, the identity earns its place. The flowing graphic device sits confidently behind the founder's portrait, giving the brand a signature look that's immediately recognisable, even at a glance from the street.
Business card design: rounded card system for Sara Carletti, Clinical Psychologist, in sage and off-white.
The business cards close the loop. Rounded corners, tactile stock, and a restrained layout, the cards feel considered without being precious. Exactly the kind of first impression a practice like this should make.
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Posted Jul 10, 2026
Psychology branding that doesn't look like psychology branding. Full identity for Sense of Self Psychology, wordmark, graphic system, merchandise, and OOH.
