Art Therapy as a tool for a happier, healthier life with Thuli Wolf
Thuli Wolf is an Art Therapist and Coach based in Berlin.
Her mission is to help people uncover the root causes of the challenges they face and let go of behaviours that no longer serve them.
The challenge
Creating a Brand Identity that communicates the Brand Story in an authentic manner, making it stand out within Client Touch Points, either on Print or Digital, while staying empathic, warm, and welcoming, blending into the concept of Therapy.
The purpose behind the Brand Identity
was to connect back to Thuli’s story, mission and vision and craft an Identity that:
communicates her story
creates space for diverse applications
enhances emotional and experiential connection
positions the brand in forefront of the industry
allows expansion
The solution
Crafting a Brand Identity that merges Consistency with Transformation & Expansion
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Target Persona for Thuli Wolf’s Art Therapy
Clara - 35 years old, Berlin-based, Marketing Manager at a Berlin-based tech startup.
Single
Clara is a driven professional who juggles multiple responsibilities at work. She loves what she does, but stress takes a toll on her mental health and overall well-being. She enjoys exploring the art scene and values self-care, but struggles to maintain a balanced routine, which is making her feel anxiety and stress, this affecting her overall physical and mental health.
Goals
• Emotional well-being • Personal growth • Creative expression
Challenges
• Work stress • Anxiety • Perfectionism
Psychographics
• Non-traditional approaches to self-care
• Enjoys art, design, personal development, wellness, community. -
Brand Personality: Grounded, Nurturing, and Authentic
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Approachable, Wise, and Gently Persuasive
Tone: Warm, approachable, and slightly poetic - balancing an artistic flair with clarity and simplicity.
Style: Conversational yet insightful - making complex ideas feel like intimate, effortless exchanges.
Wellness + Trust + Healing + Play
Brand Identity
Brandmark
To develop the brand mark for Thuli Wolf, I looked at the materials she uses and the activities she has during her practice. It was important to focus on flexibility, acceptance and inclusion - over perfection.
Logotype
For the Logotype I chose Nicholas Regular Font as an elegant, but approachable font. It’s a classic serif with an unconventional twist - making it perfectly balance of structure and creativity. The soft curves, and irregularities give a sense of individuality
Tagline
“create transformation within”
This tagline was chosen to emphasise the transformation that comes from inside, through the creation process in Art Therapy.
The tagline is written in small caps, in the personal handwrite of Thuli Wolf - that was cleaned and vectorised to fit the Brand Identity.
