Crafting a Calming Brand and Digital Presence for Laurel Santos LPC, LMFT

Laurel's final logo

Overview:

Laurel Santos, a Licensed Professional Counselor specializing in Marriage and Family Therapy, approached us to create branding and a website that would reflect the compassionate, client-centered approach she brings to her practice. Collaborating with Lauren de Bautte, we focused on capturing Laurel’s mission to create a safe space for her clients to explore challenges and discover transformative solutions.

Rectangular lockup of Laurel's branding

Brand Development:

Inspired by Laurel’s passion for her work and her desire to evoke a sense of calm and connection, we quickly gravitated toward the imagery of two cairns side by side. This visual metaphor beautifully represents two individuals in a relationship, standing together while maintaining their unique identities. The cairns became a central element of the branding, symbolizing stability, guidance, and harmony.

Laurel’s love for the Santa Fe desert and her emphasis on calmness and breath also influenced our creative direction. The color palette, typography, and overall aesthetic were carefully chosen to reflect the serene and grounding qualities of the desert landscape. The final branding captures the essence of Laurel’s practice, providing a visual identity that resonates with her values and therapeutic approach.

A rock cairn was the inspiration for Laurel's logo

Website Creation:

The website we developed for Laurel was designed to extend the calm, welcoming atmosphere of her brand into the digital realm. The site features desert-inspired imagery and a user-friendly layout, ensuring that clients can easily navigate through information about her services and book appointments. The goal was to create an online space that feels as safe and supportive as the therapy sessions Laurel offers, making it simple for clients to connect with her.

To visit Laurel’s website click here.