Pinwheel Clinic was preparing for growth and expanding from general psychology into assessment, psychotherapy, academic intervention, and medical management, Longhouse developed the brand identity and website to support their new business model.
Pinwheel Clinic provides evidence based mental health care for children and youth. The clinic brings multiple disciplines together, including psychologists, counsellors, family physicians, and new roles such as social workers and health navigators. Their work covers assessment, treatment, school consultation, and academic intervention. The clinic’s long term vision includes adding programs built around specific conditions and expanding into additional locations as the model matures.
Their original brand positioned the clinic as experts in general psychology, but didn’t express their holistic approach. The brand needed to reflect how it felt to be cared for by the Pinwheel team and how each of their professionals fit into the process. The website also needed restructuring so families could understand services, find the information they came for, and take action without adding stress.
We began with an intake session to document how the clinic works day-to-day. We then walked Pinwheel through a Branding Workbook Session to hear about their impact and identify their Brand Core. This allowed us to strategically position them within their industry and develop their mission, vision and values.
After discovering their brand core, we built a visual identity with logo variations, a colour palette, typography, geometric shapes, and textures. Each element was designed to work across reports, presentations, clinical documents, and their physical spaces.
For the website, we focused on function and ease of use to match the in person experience at Pinwheel. The layout supports parents who arrive unsure of their next step, with a clear path to contact or booking. Service pages are easy to scan, and design choices reflect the brand system through colour, shape, and typography. The entire site supports fast navigation and a calm, organized experience.
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