VISUAL WORK • BRANDING • WEB DESIGN • MERCHANDISING • COPYWRITING
jasmine lopez music therapy
CLIENT PROMPT
Develop a brand identity for Jasmine Lopez that repositions music therapy as a powerful mental health resource for millennials and Gen Z, offering an alternative to mainstream wellness tools.
Jasmine Lopez, a board-certified music therapist, is on a mission to revolutionize the industry. After turning to music (and her signature sarcasm) to navigate tough times, she experienced firsthand how powerful music can be for emotional healing. This transformative experience ignited her passion for music therapy, and now she's dedicated to making it more accessible – especially for those who might not consider it a go-to solution for mental health.
To kick off the process, I immersed myself in the music that resonates with younger millennials and Gen Z, drawing inspiration from artists like Cleo Sol, Olivia Rodrigo, and Dua Lipa. These musicians and their aesthetics are deeply connected with this audience, offering valuable insights into the energy, vibe, and visuals I wanted for the brand. The color palette was carefully crafted to reflect creativity and calm with shades of purple, symbolizing healing and self-discovery, while pops of orange and blue were added for warmth and trust.
the solution narrative
For the logo, I blended timeless elements of music, like the half note and treble clef, with a vintage nod to vinyl records, capturing both the traditional and modern sides of music in a way that felt fresh yet familiar. To further connect with the audience, I developed campaign language centered around Gen Z humor and relatability, incorporating playful phrases like "My therapist is my DJ... like literally" and "That's Noted" for the podcast and merchandise.
To capture her signature sarcasm and personality, we used script-style typography, giving the brand a laid-back, approachable feel that’s personal and conversational.
