SimplePractice is a software company based in Santa Monica that helps therapists run their private practices. Emily signed on as Lead Visual Designer in 2017, tasked with the responsibility to find SP's brand identity.
For SimplePractice's logo and wordmark, a butterfly was chosen along with a simple, friendly sans serif. The butterfly represents the growth and transformation that clients go through in therapy.
Illustrations are soft and imperfect. There’s a tactile nature to the wobbly shapes that implies human involvement. People are shown who have strong personal style and many small details that show off who they are. These illustrations often depict metaphors based on nature, and give a calm, friendly feeling to the viewer.
SimplePractice's tone is personal and individualized, and this extends to business cards as well. The “your” conveys their mission to serve clients, and the different adjectives subtly communicate the core values.
Below: Two flyers designed to hand out to prospective or current customers.