Brand Launch - Erin McCarthy
The Brief
Erin McCarthy PhD is a mindfulness coach and philosophical counsellor based in Ottawa, Canada. She brings a rare depth of experience and knowledge to her work and is passionate about helping others to find joy and ease in life by improving their mental health and well-being.
We wanted to capture the experience of working with Erin - not only the calm and compassion she exudes but also her research-based approach and expertise as an academic professor, speaker and author.
We wanted the brand identity to feel calm, confident and compassionate and also to convey a sense of growth and resilience which was achieved through custom illustrations of hand-drawn tree rings. The logo uses elemental shapes found in Japanese Buddhist philosophy, based on this quote; "The body should be triangular, the mind circular. The triangle represents the generation of energy and is the most stable physical posture. The circle symbolizes serenity and perfection." The double circle around the stylized “E” has a double ring to connect back to the tree ring pattern.
““It was such a supportive and mindful process the whole way through. You’re amazing! The way you really took the time to understand me and what I am doing, plus your exquisite design skills! I’m so grateful!””
