Lexi is a therapist based in San Diego who believes that healing begins when people feel truly seen, understood, and safe enough to meet themselves with compassion. Through her practice, Threshold, she works with adolescents and adults navigating life's challenges, creating a space that feels warm, human, and approachable.
As she prepared to launch her private practice, she had a vision for how she wanted her brand to feel but found herself overwhelmed trying to bring it to life. She knew the experience she wanted clients to have, but creating a visual identity that captured those feelings felt daunting, especially when it came to something as foundational as a logo.
menthal health services
Threshold
Together, we created a visual identity that felt like an invitation to step into healing.
More than anything, she wanted a brand that felt compassionate, welcoming, and safe. A brand that reflected her belief that therapy should feel deeply human and accessible rather than clinical or intimidating.
our focus wasn't on building an entirely new strategic direction from the ground up, but rather on thoughtfully adapting an existing brand foundation to feel deeply personal to Lexi and the heart behind Threshold.
Throughout her questionnaire, one thing kept resurfacing: authenticity.
She spoke about wanting clients to feel seen, understood, cared for, and hopeful about beginning therapy. She believes that therapists should feel approachable and human, and that healing happens when our internal and external worlds feel aligned.
That philosophy became our guiding light.
Because this was a semi-custom brand customization,
THE PROCESS
The brand needed to feel like a gentle invitation inward.
A place where clients could cross the threshold into deeper self-understanding. A place that felt safe enough for vulnerability and warm enough to foster hope.
The visual direction centered around words like:
Compassionate. Welcoming. Safe. Authentic. Accessible. Human.
Instead of leaning into overly clinical imagery, we embraced softness, organic textures, and hand-drawn details that felt personal and imperfect in the most beautiful way.
The Threshold tagline says it beautifully: "This is where you meet yourself."
THE PLAN
The handwritten logo adds a sense of humanity and warmth, while the organic shapes throughout the brand soften the experience and make it feel inviting rather than intimidating.
Every detail was chosen to create a brand that feels like exhaling.
The color palette balances earthy greens, warm terracottas, and soft blush tones to create a feeling that is grounded, comforting, and approachable.
Illustrations inspired by the symbolism behind Threshold and the healing journey.
Illustrations inspired by the symbolism behind Threshold and the healing journey.
Illustrations inspired by the symbolism behind Threshold and the healing journey.
Illustrations inspired by the symbolism behind Threshold and the healing journey.
Some of my favorite parts of this project were the custom illustrations I drew by hand on my iPad. Each one tells a small piece of the story. The doorway symbolizes crossing a threshold and stepping into transformation. The staircase reflects the healing process itself - slow, intentional, and taken one step at a time.
Together, these elements help communicate something words often can't: that healing isn't linear, but it is possible.
illustrations
Hand-drawn
BUILDING THE BRAND
Lexi walked away feeling excited and confident because her vision had been brought to life in a way she couldn't have created on her own. She now has a visual identity that feels aligned with the kind of experience she wants every client to have: warm, approachable, and deeply human.
a brand that finally felt clear, cohesive, and real.
THE SUCCESS
lexi, founder
"Working with Kaitlyn was such a wonderful experience! She is so intentional, capable, and patient. She took the time to really understand my vision and then made it a reality. I truly feel so much more confident about my brand and my business! I could not be happier with how everything turned out."
It’s time for your brand to become a genuine invitation to your best clients yet.
From what service best aligns with your goals, your biggest opportunities for growth, and anything else that’s on your mind. I’m here for when you need a true partner to design your brand with and for you. No more navigating your brand on your own.
To start your project, book a discovery call with me, and we’ll chat about it all.
YOUR BRAND DESERVES BETTER.
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