Bloom Psychological Identity Development

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Created: 08/21/12
Last Edited: 11/22/12
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Description
Identity design and naming
  • Identity Design
    Bloom Psychological Services

    Leah Bloom opened a private practice and needed an identity that was reflective of her as well as one that would appeal to a diverse audience. Her practice focuses on both men and woman, going through life transitions, couples, pre-marriage, after a child is born, adoption and other life changing experiences. She works with kids, teens, young adults, as well as the entire family. With such a range, it was recommended to create an identity that reinforces her name as a typographical treatment. The all lowercase lettering and handwritten type is reflective of her approachable style, important for a therapist to convey. The color goes from a watery blueish green to a darker version, creating a sense of vitality and movement. The period at the end makes this a statement and a call to action, going beyond her last name, to a powerful message.