Rebrand for Sydney City Psychology
Sydney City Psychology is a private practice dedicated to helping individuals live authentically and well, even when life takes unexpected turns. Their Objective ____________ The previous branding did not accurately represent the professionalism, core values, or effectiveness of the practice. SCP approached us with the goal of rebranding to showcase themselves as a trustworthy, compassionate, empowering, and supportive team. Our Approach ____________ We began with a brand strategy session that lasted three hours, where Natalie guided founder Nat and her team through a dynamic brainstorming workshop to explore their brand vision, mission, and unique differentiators. The client provided feedback after the session, saying, “This feels similar to our own client sessions, but in reverse.” Following this meeting, we worked on refining their strategy, including tone of voice documentation, which involved conducting additional research on their industry and competitors to define SCP’s unique positioning. In a field often viewed as sterile and clinical, we aimed to change that perception. By understanding the psychographics of their audience, we identified the deeper motivations that lead individuals from recognizing their need for assistance to finding the *right* psychology clinic. Thus, we crafted a new brand identity for SCP based on these insights.