Cornejo Counseling
Customized branding | Customized website
Cornejo Counseling is a bilingual, culturally competent private practice that is proudly Latina-owned. The practices offers virtual mental health therapy for BIPOC and LGBTQ+ communities, focusing on clients aged 11–45. Serving Northern Virginia with plans to expand to the DMV area, the practice specializes in anxiety, depression, trauma, substance abuse, family dynamics, acculturation, and teen motherhood. Christina, the owner, draws on her social work background to break mental health stigma and educate her community on its intergenerational roots.
Launching in 2025, we created a brand that embodies boldness, vibrancy, and fearlessness—while maintaining a timeless quality. Our goal was to step away from the organic, nature-inspired designs that dominate the mental health space and bring something fresh, bold, and distinctive to the table.
We wanted the brand to stand out and, at the same time, honor Christina’s pride as an advocate for her Latino community. By incorporating fun, relatable slogans like "hablo spanglish" and "normalize my trauma," we aimed to break the stigma around therapy and mental health, making it more accessible and resonant with Gen Z and Millennials.
Two key elements define the brand’s personality: First, we played with the letterforms of “Cornejo” and “Counseling” to subtly form a smiley face, adding an element of playfulness. Second, we designed a custom library of emotive stickers to celebrate feelings of all sizes, tapping into the younger generation’s love for expressive, fun visuals.
This brand infuses the mental health space with joy, authenticity, and a sense of belonging—making it feel approachable, relatable, and full of life.
