Wayne Otter Counselling
Lincolnshire
Overview
I had the opportunity to design the full visual identity and website for Wayne Otter Counselling, a practice focused on providing a safe, supportive, and empathetic space for clients. The project began with an in-depth understanding of Wayne’s approach to counselling, which is rooted in authenticity, compassion, and trust.
The goal was to create a brand and digital presence that reflected these values — professional and polished, yet warm, calm, and approachable.
The Challenge
Wayne’s existing materials didn’t reflect his personality or the depth of his professional ethos. The challenge was to design a brand that conveyed both credibility and care, ensuring that potential clients would immediately feel safe, understood, and welcomed.
The design also needed to work seamlessly across print and digital formats, maintaining a consistent sense of calm and reassurance in every interaction.
The new designs needed to:
Reflect the values of empathy, connection, and trust
Create a professional yet personal digital presence
Establish a sense of calm and emotional safety
Build visual consistency across web and print
Accurately represent Wayne’s grounded and authentic approach to therapy
Strategy and Creative Direction
I began by exploring Wayne’s values and the emotional tone of his practice, which informed a minimalist yet expressive design direction.
Logo design: A symbolic mark representing the connection between counsellor and client, embodying empathy, understanding, and support.
Colour palette: Soft, restorative tones to evoke peace and emotional safety.
Typography: Clean, humanist typefaces that balance professionalism with warmth.
Photography: I personally handled the photoshoot to capture Wayne’s authentic, approachable presence, ensuring the imagery felt natural and grounded.
Every element of the brand was built to create a cohesive, calming experience that reflects the relationship-based nature of counselling.
