Elizabeth Sudler was a freelance consultant for life management skills therapy focused on stressed-out Manhattan executives. Yet she herself felt trapped in the New York corporate grind. She wanted to retreat, rebrand, and open a private studio practice in her home town of Sag Harbor.
I created a brand identity for her after hours of client interviews and research into her consulting discipline. Resiliency mixes eastern philosophy with western psychiatry to achieve better life outcomes through new rituals and habits. Abraham Maslow does yoga and meets B.F. Skinner. I designed a logo that adds a touch of Sag Harbor (an old whaling town) to the yin-yang symbol through an East-meets-West visual suggestion of a whale breaching. I centered the website around a series of self-reflexive questions posed to the viewer, with elegant type layered over abstract paintings (slyly referencing both the Jungian archetypes at the core of Expressionism, and Sag Harbor’s resurgence as an artist colony).