Therapy is hard enough without a brand that feels like a clinic. Paz Casal was starting from zero, with her website as the front door, and she wanted people to feel safe before they even sat down.
Paz moves, Casal stays put. The name speaks in two voices: an italic serif that breathes and a clean sans that holds the ground, the way a good session does. A soft green does the rest of the work: calm, warm and grown-up, without a single scented candle or lotus flower anywhere in sight.
This brand never asks how that makes you feel. Paz does that part. New patients now find her through the website, and in her own words, it's exactly what she had imagined. A solo project built entirely from scratch, from the very first sketch of her name to the very last screen of the website.
Good. I come with ideas, a way to get them made and a decent stock of dad jokes. Drop me a line, or at least say hi.