Being briefed in on Charity as the “most down to earth psychiatrist in the sense that she grew up on a farm, but loves 90’s hip-hop and Mustangs”, led me to believe that this was going to be anything but an inspirational-quote-poster doctor’s office job. Serving mostly women and teens in the Traverse City, Michigan area—she wanted to appear upbeat, colorful, and for her branding to fit seamlessly into her newly-renovated mid-century modern office. Kind, caring, patient, and full of positive feedback later—we established a color palette that suited her personal preference, and an identity that suited her clients. Keep an eye out for Charity’s website to launch soon.