The Gestalt Center is a New York City institution that has spent nearly 60 years training therapists, advancing Gestalt Therapy, and making mental health care more accessible.

The Gestalt Center had decades of experience, a rigorous academic foundation, and a community full of warm, energetic humans. But its brand wasn't communicating the depth of its work, nor the personality of the people behind it. We needed to reposition both the institution and Gestalt Therapy itself, bringing new relevance to a practice that helped lay the groundwork for many of today's most popular approaches. With no professional photography to work with, we built a playful, human-centered brand identity and website that could hold the Center's academic credibility, personality, and commitment the people of New York.