Terapie mezi stromy — Brand Identity, Website & Sub-brand System
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Overview
Terapie mezi stromy is a therapeutic project rooted in nature, mental health, and human connection. My role was to redesign and expand the visual identity into a more complete and coherent brand system. The work covered a logo refresh, a new visual identity, website design, social media direction, illustration and photography style, and a structured system for sub-brands including Ekopsychoterapie and Terapie vztahů.
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Challenge
The challenge was to strengthen the brand without breaking what already worked. The logo could not change radically, so the task was to evolve it with restraint while building a broader identity around it. At the same time, the brand needed to feel calm, trustworthy, and close to nature without becoming visually vague or generic. Another important layer was scalability: the system had to work not only for the main brand, but also for multiple sub-projects that needed to feel connected while keeping their own character.
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What I Did
I refreshed the existing logo rather than replacing it, respecting the original mark while modernising its execution. Around it, I built a wider visual system based on an expanded colour palette, soft organic shapes inspired by pebbles, a refined typographic combination, and a set of linear icons aligned with the style of the logo. The rounded shapes became a key structural element of the identity, appearing around the symbol, in icons, and as frames for imagery and illustration. The typography combined Vesper Libre, Telegraf, and Inter, balancing warmth, elegance, and clarity.
I also defined a consistent visual language for imagery, including both illustrations and photography, using AI-assisted methods to help create flexible but coherent outputs that still matched the identity. Beyond the identity itself, I designed the new website, adapted the system for Instagram and social media communication, and established a visual logic for sub-brands such as Ekopsychoterapie and Terapie vztahů, allowing them to use the same core elements in different combinations.
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Result
The result was a calmer, more mature, and more scalable brand system that gave Terapie mezi stromy a clearer visual presence across web, social media, and programme communication. Instead of functioning as a single logo with scattered outputs around it, the brand became a coherent ecosystem with room for growth, including a recognisable parent identity and a flexible structure for sub-brands.