CLIENT

Understory Wellness

PRoject

A visual identity and design system for the Kootenay’s first Psychedelic-Assisted therapy clinic.

Deliverables

Visual identity, brand guidelines, marketing material templates, and social media strategy.

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The Challenge

Creating a Brand for a New Kind of Clinic

Understory Wellness was just getting off the ground when they approached me. As a new clinic offering Psychedelic-Assisted Therapy, they were entering a space that is making medical strides, but is also often misunderstood.

The founder had a clear vision but needed help translating that vision into a visual identity and brand voice that would resonate with potential clients and referring clinicians.

The vision was to create a safe, client-centered, and professional experience, but the brand had to strike a tricky balance. It needed to be approachable and grounded, not corporate or clinical, but also not leaning too far into the mystical or abstract, which can alienate people who are new to psychedelic therapies. It was essential to communicate scientific credibility, warmth, and intention, all at once.

The Strategy

Aligning Values, Voice, and Visuals

To communicate something as nuanced as Psychedelic-Assisted Therapy, Understory needed a brand that could communicate complexity with clarity. I worked closely with the founder to articulate their purpose, values, and tone. The strategic foundation included:

• Brand story, mission, purpose, and positioning

• Clear audience profiles

• Competitor research

• Values-driven messaging

• Visual direction rooted in nature, healing, and safety

• Clear audience profiles

The strategy emphasized intentional growth, holistic care, and client safety, all while avoiding the wellness clichés that dominate the space. We were also careful to maintain a tone that invited curiosity without overwhelming or alienating new audiences.

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The Execution

Creating a Cohesive, Flexible, and Values-Driven Brand System

From the established strategy, I explored multiple visual directions through moodboards and sketching. Ultimately, developing a complete brand system that could flex across touchpoints and communicate a variety of experiences, all without losing cohesion.

Deliverables included:

• Primary and secondary logos

• Brand colours, fonts, textures, and graphic elements

• Tone and messaging guidelines

• Photography guidance

• Website content and design (understorywellness.com)

• Social media direction and content

• Internal and external marketing materials, including business cards, slide deck templates, intake forms, posters

Every design decision supported the brand’s goals of being safe while also evoking warmth and openness.

“Ande really got my values and goals, which helped create a brand identity that truly reflects who I am and what Understory is all about.”  - Eric Eligh, Founder of Understory Wellness

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The Results

A Brand that Feels Like Home

With a thoughtful brand in place, Understory launched smoothly and built community trust, while staying true to its values, which helped build community, educate potential clients, and support referrals. 

The brand continues to be used consistently across all client and community touchpoints. Because of the clarity we built from day one, Understory has been able to maintain its integrity and messaging.

“Ande helped me articulate what the business was all about… this not only made everything look great but also gave me the confidence to share my business and connect with clients on a deeper level.” - Eric Eligh, Founder of Understory Wellness.

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Key Takeaway: Importance of Depth and Direction

• Understanding a business or individual's values, goals, audience, and vision is crucial in developing a sustainable visual identity and brand.

• A brand’s tone and visuals must be in sync with its values, especially when trust is central.

• A strategic foundation makes execution easier, sustainable and more impactful across channels.

• The right creative partner can help turn abstract ideas into something real, tangible, and resonant.

• Strong branding plays a critical role in establishing trust, especially in emerging or misunderstood fields.