I was hired to create a brand identity and deliver client photography for two interconnected projects, Self Led and Self Led Magic. Self Led was the name my client chose for their new therapist website. Its core aim was to showcase the work they offer, advertise workshops, share meditations and reflections, and more. Self Led Magic is a series of workshops run by my client and a colleague, which seek to awaken a sense of curiosity by exploring our human legacy of fascination with magic. 

Both Self Led and Self Led Magic needed to have a distinct but connected appearance, whilst balancing the professionalism of the therapy world with the sense of wonder and curiosity that this work invited. I began by designing some traditional linocut style illustrations and natural motifs, to bring the feeling of the fairytale without straying into something too gimmicky. Calming colours, with a bold pink accent, completed the contemporary look. 

For the client photography, we decided to shoot in the ancient forest of Borrowdale. The hope was that these stunning surroundings, steeped in myth and history, would lend the website a real sense of the magical everyday.