Client Overview

Sesnon Counseling Services is a new mental health practice based in Pullman, Washington, founded by Licensed Professional Counselor Tyler Sesnon. The practice offers in-person and telehealth sessions, with a focus on inclusivity and support for a wide range of mental health concerns—including anxiety, depression, ADHD, and LGBTQIA+ issues. Rooted in the motto "Be Curious, Not Judgmental," the brand reflects a welcoming and personalized approach to therapy.

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The Challenge

As a brand new practice, Sesnon Counseling Services needed to establish credibility quickly and connect with potential clients in a meaningful way. They wanted a brand identity that felt polished and professional—something that would build trust while reflecting their personal, inclusive approach to therapy. Being based in Pullman, WA, they also wanted to root their brand in the local community without blending in with the sea of crimson and grey that dominates the area. With a small existing client base, the branding needed to work hard from day one to help them stand out and attract their ideal audience.

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The Process

We began with a detailed discovery call to clarify the goals, values, and vision for Sesnon Counseling Services. Tyler shared examples of brands he admired (and those he didn’t), along with insights into his local competitors—giving me a clear sense of the visual landscape we needed to disrupt. From there, I explored a range of brand directions that blended niche-specific iconography with elements tied to the Palouse region.

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Visual research and early concepting focused on incorporating local imagery such as wheat fields, rolling hills, and iconic structures like the Pullman clock tower. I also experimented with more abstract representations—like simplified wheat stalks—to strike a balance between regional relevance and brand distinctiveness. The goal was to create something that felt grounded in the community while clearly setting Sesnon Counseling apart from other local practices.

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The Solution

The final brand identity for Sesnon Counseling Services strikes a balance between local familiarity and professional distinction. At the heart of the logo is a lightbulb icon—symbolizing growth, insight, and transformation—filled with a stylized landscape that subtly nods to the wheat fields and rolling hills of the Palouse region. The surrounding yellow rays add a sense of optimism and warmth, reinforcing the practice’s inclusive and approachable tone.

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To keep the brand clean, modern, and legible across applications, I paired a bold sans-serif wordmark with a grounded palette of lime green, golden yellow, soft grey, and black. These colors are intentionally bright without being overwhelming, creating a visual system that feels both fresh and professional—distinctly different from the dominant crimson and grey found throughout Pullman.

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The final deliverables included a primary and secondary logo suite, brand iconography, a custom color palette, and typography guidelines. We showcased the brand’s versatility across real-world mockups—from embroidered hats and mugs to stationery and apparel—demonstrating how the identity could flex across digital, print, and in-person environments while maintaining consistency and impact.

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The Outcome

With a foundational brand in place, Sesnon Counseling Services launched with confidence and clarity—ready to stand out in a saturated market. The visual identity gave the practice a polished, professional presence from day one, helping potential clients feel a sense of trust and connection before even scheduling a session.

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The branding not only reflected the values and vision behind the practice but also removed a major burden from the business owner’s shoulders. By handling the creative direction and execution, I helped free up mental space for the founder to focus on the operational and clinical demands of launching a new practice. From the website to signage to day-to-day collateral, the brand system gave Sesnon Counseling Services everything it needed to show up consistently and credibly in the community it serves.