the opening
The Opening is an innovative, multidisciplinary practice that takes a holistic and integrative approach to fostering inner strength and emotional fitness. Drawing on multiple modalities, from psychiatry, psychology, music therapy, and nutrition to yoga, art, and animal therapy, The Opening aims to reduce the stigma of mental illness while providing treatment rooted in empathy and accessible science. Level was commissioned to develop the brand strategy, visual identity, and print collateral for the innovative practice.
The Opening creates a safe, nurturing environment where individuals can explore and develop their mental and emotional well-being. They treat the whole person, not just their symptoms, recognizing that each individual's journey to wellness is unique. By combining evidence-based practices with creative and experiential therapies, The Opening offers a comprehensive suite of services designed to address the diverse needs of their patients.
IDENTITY
brand positioning strategy, concept, design
The Opening identity received a 2023 Graphis Design Annual Silver Award.
The brand strategy for The Opening immediately sets it apart from other mental health practices. The logotype captures their holistic approach, combining elements that represent both science and creativity.
The logo suggests process and change, comprised of forms that never "close" yet complete an image. This aspect reflects the multifaceted nature of the practice where different modalities are combined. “The opening” is used as both verb and a noun.
BUSINESS CARDS
concept, design, print management
Print collateral, including business cards and letterhead, is designed to be engaging and informative, each utilizing brand elements in unique ways. The brand language includes a flexible pattern that further communicates the brand’s narrative: The Opening brings together a comprehensive suite of services tailored to each patient's needs.
Our flexible approach to each piece of collateral reflects how The Opening customizes its services for every patient’s care.
Letterhead
concept, design, print management
The letterhead features wide margins and strategic use of negative space to reflect the brand's mission of openness, calm, and accessibility. This design choice not only creates a clean and uncluttered look but also emphasizes the brand's commitment to transparent and welcoming communication.
The ample white space invites readers to focus on the content, mirroring the brand's approach to providing clear and accessible information to every patient.