New River
Developed in close collaboration with New River Neurofeedback Therapy, this project introduced a distinct visual identity for an Arizona-based clinic specializing in non-medication therapies for autism, ADHD, peak performance, and complex PTSD.
Developed in close collaboration with New River Neurofeedback Therapy, this project introduced a distinct visual identity for an Arizona-based clinic specializing in non-medication therapies for autism, ADHD, peak performance, and complex PTSD.
Client:
New River
Credits:
Ethan Blaney
Role:
Narrative Development
Branding
Logo Design
Website Design
Naming
Grounded in Nature
The name "New River" originated because it felt both local and meaningful to where the clinic was founded next to the New River in Arizona. New River aspires to evoke a sense of natural flow and renewal, ideas that closely mirror the benefits of neurofeedback therapy for the mind and body.
Inspiration
I looked towards inspiration that would convey the ideas of flowing water and brain wave patterns. The brand needed to feel grounded and trustworthy while also hinting at the scientific and boundary pushing aspects of neurofeedback therapy.
Design Direction
I wanted to express a balance of calmness and energizing towards any potential person coming into clinic. It was important that we conveyed a familiar feeling of trust that we see in this industry, but by adding in uplifting pops of color to give it a sense of renewal and empowerment. The color direction was also an interpretation of the wide range of emotions we have as people, and the typographic direction was chosen to address 2 areas of interaction with the brand. Since neurofeedback therapy is a newer type of therapy, it needed to flex both informatively and enticingly.
