Healing Pathways Wellness Group is dedicated to supporting families with emotional, behavioral, and mental health resources. Their mission focuses on guiding individuals along their unique journey toward wellness, with an emphasis on community, compassion, and family-centered care.
The brand’s purpose is to raise awareness of state-funded programs while inspiring and empowering youth. It needed to reflect empathy, collaboration, creativity, and excitement, all while fostering meaningful partnerships. The client also requested a distinctive symbol to accompany the logo, providing flexibility and a recognizable visual mark for the brand.
The target audience for Healing Pathways Wellness Group includes families, caregivers, and guardians of children ages 0-20 who require specialized behavioral and emotional support. This includes individuals receiving services through the Department of Developmental Disabilities (DODD) and healthcare agencies seeking trusted providers for in-home and community-based care. The audience consists of parents and guardians navigating developmental, behavioral, and emotional challenges, as well as case managers, social workers, and healthcare professionals looking for reliable support services. They seek compassionate, individualized care that fosters stability, growth, and overall well-being for children with unique needs.
Healing Pathways combines the expertise of social work and education to provide a well-rounded, family-centered approach to mental health. Unlike many organizations, they address both emotional and behavioral challenges while considering educational needs. Their specialized services bridge the gap between home, school, and wellness, offering practical, compassionate support tailored to each family.
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For this logo, I focused on the concept of growth and the journey that leads to it. Since the client specifically requested a symbol, I aimed to create one that could stand on its own and convey the brand’s values even without the accompanying text. The heart symbol represents both growth and family, capturing the emotional and developmental aspects central to the brand.
The client was open to exploring different color palettes but expressed a preference for grays and browns. They specifically requested that red be excluded, as they felt it was overused by similar organizations. My goal was to develop a warm, inviting color scheme that conveyed empathy, collaboration, and growth.
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To ensure versatility and consistency across all applications, the Healing Pathways logo was designed with multiple versions to meet various layout and branding needs:
Primary Logo (Stacked Version):
The main logo features a vertically stacked arrangement of the symbol and wordmark. This version is ideal for most uses, providing strong brand presence and balance.
Horizontal Version:
A horizontal layout of the symbol and wordmark designed for spaces where width is preferred over height, such as website headers, signage, or email banners.
Symbol Version:
The standalone icon — representing community, care, and growth — can be used in situations where space is limited or where brand recognition is already established, such as social media profiles, favicons, or merchandise.
Wordmark-Only Version:
A clean, typography-only version of the logo used when simplicity is key or when the symbol is not required, maintaining brand consistency while offering flexibility.
Each version maintains the integrity of the brand while providing options to adapt to different platforms, formats, and visual spaces.
The Healing Pathways Wellness Group color palette was designed to reflect the brand’s mission of empathy, growth, and connection. At its core, Burnt Sienna (#CE7A59) brings warmth, energy, and approachability, making the brand feel welcoming and human. Coffee (#7A4F3E) adds natural depth and stability, reinforcing trust, while Eerie Black (#252422) introduces contrast and sophistication, grounding the overall look.Soft neutrals like Timberwolf (#CCC5B9) and Floral White (#FFFCF2) create balance, adding lightness and clarity to the palette. Finally, Black Olive (#403D39) ties the colors together, bridging warmth with darker tones for a cohesive, professional identity.Together, these colors create a grounded, inviting brand presence that reflects Healing Pathways' dedication to supporting families on their journey to wellness.
The logo represents Healing Pathways Wellness Group’s dedication to providing behavioral and emotional support for families. At its core, the family stands on the pathways to wellness, symbolized by the three curved lines. The heart, representing the sun, signifies the ultimate goal of wellness. Encircling the family is a crescent shape, embodying the supportive embrace of the community. Complementing the symbol, the logo features rounded-edge fonts, reinforcing a warm and welcoming feel.
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Youth health, education, and community are values I care deeply about. Through my work with Healing Pathways Wellness Group, I gained insight into the specific requirements organizations must follow to provide state-funded services. While these guidelines can sometimes limit the creative process, they also challenge you to think differently — pushing you to find innovative solutions and accomplish goals within a structured framework.
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