Building a Safe Space Through Brand Design

We recently partnered with The Radical Love Doctor, Dr. Ana Irazábal de Sánchez, to bring her vision for Yai Wellness to life. Yai Wellness is a therapy practice that supports families navigating the perinatal and post-natal journey—including infertility, loss, and the transition into parenthood. Dr. Ana approaches therapy through the lens of decolonization, and it was essential that her brand honor her Venezuelan heritage while creating a safe, welcoming space for both Spanish and English-speaking clients.

Dr. Ana wanted her brand to feel vibrant, culturally rooted, and inviting. Her challenge was finding a visual identity that would attract her ideal clients while staying true to her story and values. That’s where we came in.

Our Approach

Step 1: Strategy Call

We began with an in-depth strategy call to better understand Dr. Ana’s mission, her clients’ needs, and her vision for Yai Wellness. Through this conversation, we identified cultural elements, emotional touchpoints, and storytelling opportunities that would create the foundation for a strong brand identity.

Step 2: Mood Board Creation

Next, we curated a mood board inspired by the vibrant tapestries of the Wayuu indigenous people of Venezuela and Colombia. Their stunning use of color and pattern became the heartbeat of the Yai Wellness aesthetic. The palette communicates warmth, energy, and inclusivity—qualities that instantly speak to clients seeking comfort and healing.

Step 3: Therapist Branding Design

With the mood board as our guide, we developed a complete branding system. This included a primary logo, submarks, and iconography that could be used across digital and print materials. The highlight of the branding is a macaw illustration, a bird tied to Dr. Ana’s childhood and a symbol of healing and light. The combination of vibrant colors and cultural symbolism creates powerful therapist branding that resonates deeply with her clients while making Yai Wellness instantly recognizable.

Therapist Logo:

Macaw-Inspired Submark:

Typography Selections:

Step 4: Website Design

Once the brand identity was finalized, we designed a semi-custom ShowIt website to showcase Yai Wellness online. The site integrates the new branding seamlessly and provides a welcoming, professional experience for potential clients. You can check out the Yai Wellness website project here!

Final Thoughts

We are so proud of how the Yai Wellness project came together. From bold cultural inspiration to meaningful symbolism, this project highlights the importance of intentional therapist branding in creating a safe, supportive, and professional space for clients.

If you’re a therapist or small business owner looking to elevate your brand and online presence, we’d love to help. Reach out to our team using our website contact form and let’s start building a brand that reflects your values and attracts your dream clients.