The corporate identity and website design for Dr Jan Mienie, a psychiatrist based in Bloemfontein, was developed to evoke calm, confidence and clarity. Rooted in themes of growth and connection, the design direction leans heavily into natural imagery and botanical symbolism, using the tree motif to represent both complexity and wholeness.

The logo features a tree drawn with fine intricacy, holding a single sun-like red sphere in its branches to signify insight, vitality and emotional focus. The brand palette is minimal and organic, using soft neutrals, hints of clay, and restrained typography to project a professional yet approachable tone.

The website mirrors this visual softness, using airy layouts and generous white space to create a sense of ease. Imagery of forests and open skies reflects Dr Mienie’s holistic and empathetic approach to mental wellness, while the serif font selection balances elegance with readability. Supporting brand elements, from appointment cards to stationery, are clean and structured, reinforcing a sense of calm order.

Altogether, this identity system was crafted to reassure visitors, remove clinical harshness, and gently frame psychiatry as a compassionate path of self-discovery and healing.