Building a family wellness community
Bloom Family Wellness, an occupational therapy and chiropractic practice, was created to support families during some of life’s most important moments. As a freelance creative director, I led the development of a warm, flexible brand identity that reflects that mission, designed to grow with the practice while creating a safe, welcoming space for children, parents, and caregivers.
ROLE
Freelance Creative Director
Bloom Family Wellness brand strategy and design
Bloom Family Wellness, an occupational therapy and chiropractic practice, was created to support families during some of life’s most important moments. As a freelance creative director, I led the development of a warm, flexible brand identity that reflects that mission, designed to grow with the practice while creating a safe, welcoming space for children, parents, and caregivers.
ROLE
Freelance Creative Director
During discovery with Bloom, I developed a detailed audience profile, mapping demographics, psychographics, expectations, and challenges. This informed a user journey that showed why families would seek Bloom, how they might find it, and what would make them return. From this insight, we distilled Bloom’s brand attributes to three guiding principles: Playful, Village, and Welcoming.
To bring these attributes to life, I designed a dynamic community badge as a symbol of pride for Bloom members. To add playfulness, I hand-lettered the “Bloom” script in a monoline style, balancing whimsy with maturity to reflect the brand’s approachable, professional spirit.
