Emerald Psychiatry Visual Identity
- Description
Emerald Psychiatry is an Ohio practice with close to 100 providers that needed an identity saying calm instead of clinical. Directed by Lee Salisbury from UnitOneNine, WOBL crafted the core visual system—drawing the icon as one continuous stroke forming a lowercase e, pairing a handwritten em with structured letterforms in the wordmark, and setting the system in Emerald Green with Coral accents. The brand identity now anchors their expanded patient experience across psychiatry, therapy, TMS, and Spravato services, creating a steady and welcoming presence from arrival to care.
- Category
- Graphic Design
- Tools
-
Figma 
Adobe Photoshop 
Adobe Illustrator
Project brief
01 What Emerald Psychiatry Visual Identity needed
Healthcare branding often borrows trust from generic blue crosses and stock smiles, but behavioral health demands much deeper, empathetic cues. The new identity had to read as calm, capable, and reassuring to patients navigating difficult moments. It needed to scale across nearly 100 providers (from appointment cards to exterior site signage) while seamlessly housing advanced treatments like TMS and Spravato without sounding clinical or experimental.
02 How the studio approached it
One continuous stroke shapes the lowercase "e", symbolizing recovery that moves forward and loops back without ever lifting the pen. Emerald Green anchors the palette with Coral for approachable warmth, while soft gradient lines and E and M frames introduce dynamic movement without visual noise. Set in Rota with golden-ratio scaling principles, the design system ensures visual balance whether on a business card or large-scale building signage.
03 What came out of it
A comprehensive 45-page Brand Guidelines detailing everything from icon geometry to environmental application. Collaborating closely with Lee Salisbury from UnitOneNine on the digital rollout, the refreshed identity now powers the live emeraldpsychiatry.com platform—unifying provider directories, insurance coverage, and telehealth services under one cohesive voice that Emerald can effortlessly scale to future clinics.
