BrandingMental HealthWebsite
ElementQ Healing
For ElementQ Healing, we were brought on to create a full branding suite and a 10-page website for their mental health and wellness facility for the LGBTQIA+ community. Their services range from individual and group therapy to more intensive care like PHP and IOP programs, all delivered with a trauma-informed and holistic lens.
The heart of this project was about creating something that felt deeply authentic—real care, real community, and no performative branding. We developed a mood board that leaned into traditions, strength, and clarity, and worked closely with the team to design a logo system that included primary, secondary, and emblem variations. We built out a full brand guide with font pairings, color palettes, and guidelines to ensure everything felt cohesive and grounded.
One of the biggest challenges was helping ElementQ distinguish themselves in a space where a lot of facilities say they're inclusive, but don’t always show that in a genuine way. The team at ElementQ are part of the LGBTQIA+ community themselves, and it was incredibly important to them that their branding didn't feel like another business trying to market to queer folks—they are the community they serve. We needed to design something that didn’t just look good on a screen, but actually reflected trust, safety, and belonging. It was about language, visual cues, and being extremely intentional with the images and words we chose.
We took a highly collaborative approach, starting with logo exploration that went through several iterations until we found something that felt aligned with their mission. Once that foundation was solid, we crafted a complete visual identity system that the team could use across print and digital touchpoints. For the website, we began with two homepage mockups that varied slightly in tone and layout. From there, we refined the copy, chose images that reflected racial and gender diversity, and worked to make sure every visual choice felt deliberate. The final result was a brand and site that feel as welcoming and grounded as the care ElementQ offers—and one that truly speaks to the community they’re serving.
