Magic Canvas uses techniques including art therapy to "help children to unlock and understand the events and emotions of their past" and take their "first steps towards a brighter future," as its creator puts it.
Magpie aimed to create a brand that challenged the common misconception of psychotherapy being clinical and inaccessible amidst a sector that's "littered with academic descriptions and earnest headshots," adds the agency.
The identity is rooted in the art therapy-based idea "just draw how you feel", and so the designs look to "invite children to get involved and make a mess".
The colour palette uses Crayola crayon-Esque colours and a suite of expressive illustrations alongside an "unpretentious" typeface and warm tone of voice. At the heart of the designs is the idea of being age-appropriate while "encouraging children to open up, interact, and express themselves," says Magpie.
The agency also created a complete therapy toolkit including rubber stamps, workbooks and interactive card games to encourage discussion in sessions, as well as downloadable digital resources so that children can continue their conversations outside of therapy sessions.
"The branding exercise wasn't driven by ambitious commercial objectives and targets. The aim was to challenge industry norms, and take some of the fear out of therapy – making a daunting experience more accessible and friendly," says Magpie. "We recognised the need to balance play with professionalism – to appear fun for kids, whilst inspiring trust in their primary carers."