Kindness Consulting Center
Brand Design | Web Design | Print Material
Industry: Health
Duration: 6 months
Role: Brand Designer, Creative Director
Deliverable: Wed Design | Print/Marketing Materials
A Growing Need for Safe Mental Health Spaces
Local government data shows that demand for mental counseling services in Taichung has been steadily increasing. From 2020 to 2022, the number of counseling service visits rose from 2,226 to 2,494, meaning that on average more than 6 people per day sought professional support.
Government and public health agencies have also expanded mental health resources, including multiple community-based counseling sites and subsidized counseling programs for young people, which indicates that the need for mental health/psychological support continues to grow across the community.
In addition, antidepressant usage has increased by approximately 47% since 2013, reflecting a broader rise in emotional distress and mental health challenges among residents.
Problem
Common barriers to seeking counseling include fear of being judged, scattered information, unfamiliarity with the process, and uncertainty about whether one “truly needs” or “deserves” help.
The number of counseling centers that offer both professional care and a supportive physical environment remains limited, creating a growing gap between supply and demand. In response, the client seeks to establish a counseling center brand and business model that aligns with evolving market needs.
Brand Mission
To create a safe, understanding, and professionally supported space where people can speak openly, regain inner order amidst emotional chaos, and move from entanglement toward self-understanding and actionable next steps.
Throughout life, people constantly shift between multiple roles and relationships. Overtime, it is natural to encounter periods of loneliness, confusion, sadness, frustration, or even despair. Facing and reflecting on these experiences with courage can lead to deeper self-awareness, acceptance, and meaningful transformation.
While many challenges can be navigated with personal resilience and the support of loved ones, there are times when the most effective path forward is to be accompanied by a psychologist who truly listens and understands, helping individuals clarify their narrative and find their own way forward.
Kindness is a professional platform founded by a team of experienced psychologists. It offers a calm and nurturing conversational environment where individuals are supported by skilled therapists on a journey toward growth and healing.
Design Direction
Emotional anchors
warm as light (hope), calm stability (grounding), and growth & healing (growth).
Visual strategy: layered, soft-light color treatments paired with clear information hierarchy to simultaneously convey emotional safety and professional credibility.
Color system:
Bright yellow = hope and guidance (primary CTAs and highlights)
Warm beige/taupe = stability and containment (backgrounds and negative space)
Olive green = restoration and growth (supporting information, tags, and wayfinding elements)
Deliverables
Brand & print assets
Developed a cohesive suite of brand communications and promotional materials, including brochures, posters, postcards, and other print collateral. Each asset was designed to consistently express the brand’s emotional tone, maintain visual coherence across formats, and support both awareness-building and service onboarding.
Website delivery & handoff
Beyond visual design, led the preparation and delivery of implementation-ready assets for the web production team, including:
component and illustration asset kits,
layout templates and page structures,
typography scale and spacing guidelines, and
structured handoff documentation.
Collaborated closely with the web team through iterative reviews and QA cycles to ensure design fidelity, technical feasibility, and consistent brand expression prior to launch.
