Brand identity and website case study
Dr Leona Morgan is a clinical psychologist, researcher and activist. We gave her an identity, an email signature and a website that serve four kinds of visitor, and left her able to run it herself.
The design creates a sense of calm clarity and is uncluttered
Dr Morgan’s work flows in three directions: clinical care, academic expertise and activism. Her sector is full of brains, leaves and hands, so she asked us to leave out those and every other familiar symbol of healing. Every idea also had to hold for a prospective client arriving anxious, an academic publication, a conference room and a public science piece.
A core principle of my work: knowledge flows in three main directions i.e clinical care, academic expertise and activism.
Relational Space began with a line in her own workbook: “Healing is rarely something we achieve alone”. Two soft forms keep their own shape and colour. Where they overlap, a third tone appears that neither has alone. The mark is the relationship between them, made visible.
We also showed her three other ideas. Each tested a different question.
Tested overlap around an open centre.
Tested layering.
Tested her initials as a monogram.
The overlapping space creates a soft sense of connectedness
As presented
As finished
The form stayed. The colours moved to Soft Stone and Ocean Mist.
The guidelines run to 13 pages and show which version to use where, clear space, minimum sizes, two typefaces and five colours. The package that goes with them holds 510 files.
Cormorant Garamond Medium
For the name, headings and pull quotes.
Jost Regular
For the descriptor, body text and labels.
The signature uses mail-safe fonts so it looks the same in every inbox.
The site answers people who want to understand her work, people who want to work with her, people who need clinical support, and people looking for a particular fact. Six navigation items keep each answer one click away.
Requesting an appointment is always a request, never a booking, and emergency support sits in the footer of every page. Her research is translated into plain language in Insights. In the dashboard she types into fields and the approved layout is applied for her.
Six navigation items serve all four. Request an Appointment stays in the header and emergency support stays in the footer of every page.
A written guide of 23 pages shows her how to change her own content. Security, backups and updates are looked after at least monthly under a maintenance agreement.
Google PageSpeed Insights, Home page, 31 October 2026, 15:34
We will measure the site again on 27 November 2026 and share the four-week comparison.