Arden Woods

Brand identity, website design, Wordpress web development

A pillar of its community, Arden Woods Psychological Services has connected people with licensed counselors for over 30 years. I was brought on to design and build a new brand identity and website from the ground up, better articulating the strengths and values that have grown Arden Woods into the beloved clinic it is today.

Increased user-friendliness was identified as the priority for the brand. I worked closely with the clinic director and created an identity and online presence that appealed to new, younger audiences seeking mental health care for the first time while, crucially, keeping long-time clients and referral network partners in the fold. Nature imagery and language were embraced, and rewarding user agency became a guiding design principle for the website.

Logo development gave insight into a key belief held by many Arden Woods care providers: that one’s “inner life” deserves to be nurtured, and that change sought in life happens from the inside out. I explored this idea through the unique image of a sun nurturing a tree from below the soil.

Dissecting the logomark yielded a crop of symbols and patterns, ripe for decoration.

Examples of the old website. 

Arden Woods is a group of contracted, independent licensed psychologists, but billing and administrative work happen through the business entity as a whole. The brand and website are meant to provide a one-stop platform for finding or changing a provider once a user has been referred, and a high-level educational tool by which a user can become familiar with mental health terms and treatment options.

A key new feature added was the ability to filter therapists by the type of clients they see, making the search for a new care provider a little easier on a stressed and busy individual.