Brand Strategy · Visual Identity · Brand Guidelines
Year 2023 · United States · Sector: psychedelic-assisted therapy & coaching
A psychedelic-assisted therapy practice named for the state it exists to create:
Attunement, the moment inner and outer, above and below, come into harmony.
The founder's story
Attunement is a mental health therapy and coaching practice in Salt Lake City, specialising in psychedelic-assisted therapy, working with ketamine and psilocybin alongside other healing modalities rooted in spiritual exploration. Its founder is a therapist unafraid to bring the spiritual into the therapeutic process, believing that lasting healing often asks for a spiritual practice as individual as the person. The practice had a name and a quickly made logo, a start, but not yet a brand that matched the depth of the work.
OUR challenge
People don't choose this kind of therapy from a features list. They choose it from a feeling of safety and depth. The category made that hard: mental health branding leans on stock images of happy people in therapy, while psychedelic branding often tips into cliché. Attunement needed to live in a rare middle, spiritual and psychedelic yet professional and clean, serious enough to trust with the hardest inner work.
our solution
We anchored the brand in the meaning of the name itself: attunement, the state of coming into harmony, inner and outer, above and below. The founder's own instinct pointed the way, the hermetic principle of as above, so below, wholeness through equal and opposing elements.
That became the organising idea for the whole system. We developed a wordmark and symbol built on balance and duality, evolving the founder's original as-above-so-below direction into something memorable and considered rather than quickly made. We drew on earth-based elements, plants and symbols within symbols, without overusing them, and set a natural, grounded palette of greens and earth tones. A full set of brand guidelines gave the practice a coherent identity across web and materials, ready to carry it beyond one-to-one sessions into the group work the founder wanted to grow.
The resultAttunement now has an identity that matches the depth of its work
a single place where mental health, psychedelics and spirituality meet, ready to carry the practice beyond one-to-one sessions into group work and new offerings.
