Client Overview

Sesnon Counseling Services is a new mental health practice based in Pullman, Washington, founded by Licensed Professional Counselor Tyler Sesnon. The practice offers both in-person and telehealth sessions with a welcoming, inclusive approach to supporting clients navigating anxiety, depression, ADHD, LGBTQIA+ concerns, and more. Grounded in the guiding motto “Be Curious, Not Judgmental,” the brand centers on compassion, openness, and individualized care.

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The Challenge

As a brand-new practice, Sesnon Counseling Services needed to establish credibility and trust immediately. They wanted an identity that felt polished and professional—something that would attract their ideal clients and communicate their values at a glance. Being located in Pullman, they also wanted the brand to feel rooted in the local community without blending into the predictable crimson-and-grey aesthetic that dominates the area.

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With a small but growing client base, the brand needed to work hard from day one: recognizable, local, inclusive, and distinct enough to stand out in a saturated mental health market.

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The Process

We started with an in-depth discovery session to clarify goals, brand personality, competitive landscape, and visual preferences. Tyler shared brands he admired (and those he wanted to avoid), which helped us understand the tone, warmth, and professionalism the identity needed to strike.

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From there, we explored multiple directions that blended mental health symbolism with subtle nods to the Palouse region. Our early visual research focused on:

• The rolling hills and wheat fields surrounding Pullman

• Local architectural touchpoints, including the iconic clock tower

• Simplified and abstracted wheat imagery

• Modern shapes that could hint at growth, clarity, and insight

 

The goal was to create a logo that felt grounded and familiar without falling into clichés—or blending in with every other Pullman-based brand.

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The Solution

The final brand identity strikes the balance we were aiming for: locally inspired, warm, and unmistakably professional.

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At the center of the logo is a lightbulb icon—representing clarity, growth, and the transformative nature of therapy. Inside the bulb sits a stylized landscape inspired by the Palouse’s rolling hills and wheat fields. Radiating yellow rays reinforce optimism, grounding the identity in hope and forward movement.

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To support the mark, we built a visual system using a bold sans-serif wordmark and a fresh yet grounded palette of lime green, golden yellow, soft grey, and black. The colors are intentionally vibrant without being loud—distinctive in a market dominated by crimson and grey, but still calm, modern, and reassuring.

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Deliverables included:

• Primary and secondary logo suites

• Brand iconography

• A custom color palette

• Typography guidelines

• Real-world mockups across apparel, stationery, digital layouts, and signage

 

Each component demonstrated how the system could flex across environments while staying cohesive, legible, and instantly recognizable.

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The Outcome

With a clear and cohesive brand in place, Sesnon Counseling Services launched confidently and credibly—ready to make a strong first impression in their community. The visual identity gave the practice a professional presence from day one, helping potential clients feel grounded and assured before even booking a session.

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The brand also lifted a major mental load off the founder. By handling the creative direction, design, and execution, we gave Tyler the freedom to focus on what matters most: serving clients and building the operational foundation of his new practice.

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From the website and signage to everyday collateral, this brand system gave Sesnon Counseling Services the consistency and clarity they needed to show up with confidence in the community they serve.