Amani Bowen Therapy is a deeply personal brand centred around healing, connection, and emotional wellbeing. The project involved creating a complete visual identity, including logo design, brand direction, and a custom website with an integrated booking system.
The branding approach was intentionally minimal and intimate, designed to reflect both the calm, therapeutic nature of the practice and the personal story behind it. A key part of the identity was the subtle integration of the owner’s two horses into the logo. Rather than being illustrative or literal, they were abstracted into a refined symbol that represents trust, grounding, and emotional connection, quietly weaving her personal life into the heart of the business.
The overall visual direction was kept soft, clean, and considered, allowing space for the brand’s emotional depth to come through without feeling heavy or cluttered. Typography, spacing, and layout were all designed to feel calm and grounded, reflecting the therapeutic experience clients receive.
The website was designed to extend this same feeling digitally, with a simple and intuitive structure that guides users effortlessly through the services and into an integrated booking system. The focus was on ease, clarity, and a sense of trust from the very first interaction.
This project reflects the evolution of Amani Bowen Therapy, from its personal beginnings through to a growing, established practice, and creates a visual identity that feels aligned with where the business is now, and where it is heading.
- Graphic Designer