Personal Therapy
Sep 2025
Health & Care
Art direction, Graphic design, Identity, Web design
One of the best projects we worked on in 2025 was the complete brand identity for a psychotherapy platform built around personalised care paths and a network of Jungian-oriented professionals.
At a moment when online therapy is becoming a more established part of contemporary care, we chose to begin from the only place that made sense: people’s stories, individual experience, and Jungian archetypes. The result is a visual system that gives form to a deeply personal field through a clear, warm, and recognisable language, structured enough to hold complexity and sufficiently self-aware to stay away from the standard codes of digital wellness.
We helped Personal Therapy define a positioning where empathy and innovation could coexist without contradiction, giving form to a brand able to communicate high-quality psychological support with clarity, precision, and character.
We began by designing a suite of custom illustrations inspired by Jungian archetypes, using them to construct a symbolic language around different behavioural conditions.
From there, the identity developed around empathy, optimism, and authenticity. Bogart by Zetafonts became a key element of the system: a contemporary type family with an energetic, expressive rhythm and a warmth that avoids neutrality. Combined with a bright palette and a suite of iconic illustrations, it helps build a visual language that is clear, characterful, and immediately approachable.
“YOUR STORY, BEYOND YOUR DIAGNOSIS.”
The digital identity of the website carries these principles into the interface, combining empathy with a contemporary graphic language. Bright colours and playful illustrations help organise the different therapeutic areas, defining a navigation system that is simple, legible, and immediately approachable.
