Bloom Psychological Services is a licensed therapist and was looking for an identity for her private practice that works with a diverse range of clients that include: both men and woman going through life transitions, couples, pre-marriage, after a child is born, adoption and other life changing experiences. She works with kids, teens, young adults, as well as the entire family.
With such a range, it was recommended to create an identity that reinforces her name as a typographical treatment. The all lowercase lettering and handwritten type is reflective of her approachable style, important for a therapist to convey. The color goes from a watery blueish green to a darker version, creating a sense of vitality and movement. The period at the end makes this a statement and a call to action, going beyond her last name, to a powerful message.