Andrea Monroy Toro
Andrea Monroy Toro is a highly experienced psychotherapeutic counsellor with practices online and in Berlin. To boost her online and offline presence, attract suitable new clients, and effective convey the essence of her practice, I designed her practice’s new visual brand identity and rolled it out across a custom website, social templates and ads, and a new business card design.
Visual Brand Identity
Logo & Hand-Drawn Illustrations
Custom Website
Social Media Templates
Business Cards
❋ Services RenderedMarch 2025 - ongoing client
❋ Timeline
BRANDVisual Storytelling
Impactfully conveying the brand personality, a spectrum of navy and tranquil light blue, serene cream, notes of teal, and elegant serifs create a deep sense of calm, trust, and expertise. Sunny yellow accents and gentle organic shapes add a kind, warm, natural, relaxed approachability.
Each hand-drawn illustration gives the potential client a glimpse of the practice’s surroundings, incorporating furniture, windows, plants, and other still life objects to create a sense of structure, lightness, and calm.
The aesthetic reflects the values of Andrea’s practice: expertise, kindness, quality, nurturing, elegance, inclusivity.
Each element generates the sense of calm, belonging, trust, and lightness with which Andrea’s clients will come away from her practice.
ASSETSWhat did we create?
Visual Brand Identity
❋ TYPOGRAPHY
❋ COLOUR PALETTE
❋ WORDMARK LOGO
❋ ICON LOGO
❋ DECORATIVE SHAPES & ELEMENTS
❋ HAND-DRAWN ILLUSTRATIONS Custom Website
❋ 6+ PAGE WEBSITE DESIGN & BUILDSocial Media
❋ FACEBOOK & GOOGLE ADS
❋ INSTAGRAM POST TEMPLATES
❋ FAVICON Business Card
❋ 2-SIDED PRESENTATION CARD DESIGN Visual Branding
Polished, cohesive, eye-catching visual branding, refined via design feedback cycles, reflects the personality and values of Andrea and her target clients.
The early discovery phase included a questionnaire, desk research, competitor analysis, and moodboarding, alongside deeper understanding of the practice’s client segments through the creation of three user personas.
Marketing Graphics
The designs serve as digital marketing, enhancing the online presence of the business to generate brand engagement and trust, welcoming clients to Andrea’s practice.
The branding is applied consistently to each social media asset as visual storytelling to convey the brand’s essence and message to her target audience. Optimised typographic hierarchy and accessibility reduce friction for easy information findability and readability.
HOW IT WORKS
Process
This is the design cycle I repeat for each element of the Visual Branding, to define and refine the colours, fonts, logo and slogan lockup, shapes, and then for each of the Social Media graphics, to ensure they fulfil their design objectives.
PHASE 1Discovery
❋ RESEARCH
❋ INSPIRATION
❋ MOODBOARD PHASE 2Ideation
❋ INITIAL CONCEPT CREATION
❋ FEEDBACK LOOP
❋ DESIGN REVISIONS PHASE 3Design
❋ CREATIVE DIRECTION ALIGNED
❋ ASSETS POLISHED
❋ DESIGNS VALIDATED PHASE 4 Launch
❋ FINAL DESIGNS EXPORTED
❋ BRAND BOOK FINALISED
❋ SUPPORT FOR LAUNCH 
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From logos and illustrations, social media and digital ads, to print assets and merch, let’s create a cohesive, eye-catching, memorable brand and impactful marketing graphics to clearly, creatively communicate your unique message, captivate your specific audience, and stand out in the market.