This case study details the development of a vibrant brand identity for Peacock Mental Health, a new mental health clinic in Arizona focused on creating a safe space for all, particularly the LGBTQIA+ community.
This project involved developing a comprehensive brand identity for Peacock Mental Health, a new mental health clinic in Arizona dedicated to providing a safe and welcoming environment for all, with a special focus on the LGBTQIA+ community. Through collaborative discovery sessions, the clients emphasized the importance of effectively communicating their unique value proposition while embodying an inspiring and engaging design aesthetic.
The clients were particularly drawn to fun, eye-catching styles that would appeal to a younger queer audience. They expressed a keen interest in playful sticker design, favoring colorful and vibrant motifs that convey a sense of joy and inclusivity.
With the name "Peacock" already chosen, the clients requested a mascot that embodied pride and positivity. I sketched various stylized peacocks, and the clients specified that they wanted the mascot to wear glasses and tilt its head upwards to symbolize confidence. The final design incorporated a jungle-inspired theme, featuring a colorful and prideful palette.
I provided multiple logo variations, including a colored logo with a wordmark, a black-and-white lined version, and a gradient variant. The peacock mascot is designed to be distinctive and recognizable, while the accompanying wordmark is eye-catching and complements the mascot logo effectively.
To ensure cohesive branding, I developed a comprehensive branding board for the clients. This board includes color combinations that adhere to Web Content Accessibility Guidelines (WCAG), promoting inclusivity and ethical design practices. It also features primary and secondary typefaces along with the official brand colors. Additionally, I created custom "emoji" icons to further enhance the brand identity.
The clients requested "emoji" icons for use across their social media, website, and presentations. I designed a series of purple facial emojis that align with their branding, each featuring a unique wavy border to ensure they stand out and relate to the wavy motifs used throughout the clinic's website.
I also designed business cards for the healthcare professionals at the clinic. These cards feature a playful sticker style and are crafted in a fun, eye-catching manner, reinforcing the brand identity and making a memorable first impression on clients.
This brand identity for Peacock Mental Health aims to create a vibrant and inclusive representation of the clinic, resonating with its target audience while fostering a strong sense of community.
