scope & team.
Scope of Work
Brand Identity Design
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Who's on the Project​
Kristen Knoblauch Senior Graphic Designer
who's Sage Psychology?
Sage Psychology is a therapeutic practice offering support for individuals, couples, and families through counseling and diagnostic evaluations. The practice is rooted in creating a calm, welcoming environment that supports growth, healing, and self-discovery.
the who.
Sage Psychology serves individuals seeking therapeutic care, guidance, and long-term support across all stages of life. The brand centers around feelings of calm, warmth, and trust, with an emphasis on healing and personal growth.
Key themes included evolving and self-discovery, reflecting the journey clients experience over time. The visual direction aimed to feel more welcoming and human, avoiding overly clinical or medical aesthetics often seen in the space.
the what.
Logo design and visual identity development for a new private practice.
Explored multiple logo directions rooted in organic, calming, and nature-inspired elements.
Delivered primary and secondary logo variations designed for flexibility across digital and physical applications, including signage, business cards, and social platforms.
the why.
The goal was to create a visual identity that felt calming, grounded, and reflective of the therapeutic experience, while standing apart from traditional, overly clinical mental health branding.
We leaned into the symbolism of the sage plant as a representation of growth, healing, and transformation. The arch form reinforces a sense of structure and safety, while the organic shape of the leaf introduces softness and approachability.
The final direction balances professionalism with warmth, creating a logo system that feels timeless, welcoming, and aligned with the practice’s mission of supporting long-term growth and self-discovery.
the concept.
The identity centers around a sage leaf enclosed within an arch, symbolizing growth within a safe and supportive space. The mark reflects both transformation and stability, capturing the dual nature of therapy: evolving over time while feeling grounded in the process.
