For Well Rooted, a relational therapist private practice, I designed a brand identity that is both approachable and whimsical, reflecting the client’s vision of personal growth rooted in both life’s joys and challenges. Inspired by hand-drawn and etching styles, the logo incorporates a wisteria, chosen by the client to symbolize growth and balance. The etching detail adds depth, echoing the meaningful work of the practice, while the letterforms’ tendrils weave through the design and connect the elements. The result is a thoughtful, cohesive identity that communicates warmth, care, and connection.