Brand | Website
Inner Citadel
Brand Identity
Inner Citadel Ltd is a new institute for psychology and spychotherapy based in Oxford. They offer evidence-based therapies to manage clinical symptoms but also discover greater authenticity and fulfilment in their everyday lives. Beyond therapy, they are committed to nurturing the next generation of professionals through Continuing Professional Development opportunities, offering training courses.
THE PROCESS
Challenge
Solution
BRAND
I tried to capture the intricate nature of the mind and the transformative journey toward inner clarity. Central to this is the labyrinth, a symbol of the complex path of psychological exploration and the search for one’s inner core. It represents the process of navigating challenges to reach deeper understanding and healing.
Purple, the chosen primary color, reflects wisdom, introspection, and transformation. Its richness and calming qualities evoke a sense of depth and professionalism while fostering a serene and welcoming atmosphere.
The brand is designed to convey expertise, calm, and guidance, resonating with clients seeking advanced psychological support and professionals pursuing growth. It must communicate both the profound psychological insight offered and the nurturing, educational environment of the center.
WEBSITE
I worked with the cofounders to figure out the website structure and content. The sitemap was kept small on purpose to ensure the website could be quickly and easily navigated, to provide a smooth user experience, leading the user through relevant information straight to the course calendar. After a research across the competitors in the area, I figured out that the winning solution, in order to compete with bigger centres, was to keep the information architecture very simple, highlighting the most specific content, giving a direct access to the booking system. Making everything handy, very responsive and user-centred, was the right choice to bring out a new reality into a very consolidated and competitive market. I sketched out some initial concepts and wireframes and discussed them with the clients to ensure that we were both on the same page.
My Role
I took on the dual role of both UX/UI designer and creative designer. As a UX designer, I worked closely with the founder, engaging in in-depth discussions to fully understand the business, its products, and their goals. I also dedicated time to conducting extensive competitor research, analyzing their brands to gain insights into the market landscape and identify industry standards for branding and web design within the sector.
The Final Product
The final product is a very minimalistic website, perfectly responsive and very user friendly especially for mobiles. It contributes to highlights the unique features of a very new, clean, healthy and careful brand.
