ANDRICK
Counseling

The brand & design system for Jessica Andrick, LCPC — a quiet, considered toolkit for a practice built on safety, connection, and compassion.

Brand Guidelines · v1 · Built from the lotus identity

01 — Brand essence

Soft tones, an open door.

Everything in this system serves one feeling: that reaching out is safe. The voice is warm and human, occasionally light, never clinical or corporate. These four words decide every design call that follows.

Soft

Muted, natural color and airy space. Nothing bright, neon, or loud.

Approachable

Plain language and an easy first step — a free 15-minute consultation.

Grounded

Credible and steady. Elegant type and real structure earn trust.

Human

Warmth and thoughtful humor. A person, not a clinic.

02 — Color

A botanical palette.

Drawn straight from the lotus mark: a warm cream ground, a slate ink, and four soft petal-and-leaf accents. Use cream and slate for nearly everything; let the accents appear sparingly, like color in a garden.

Ground
Cream
Page canvas
#F7F3E9
Ink
Slate
Text · brand dark
#3D424F
Primary accent
Sage
Buttons · leaves
#7C9384
Secondary
Rose
Petals · highlights
#C396A4
Tertiary
Dusty Blue
Cool accent
#A8C0CC
Deep accent
Plum
Petal core · emphasis
#4A3A5B
Alt surface
Cream Deep
Subtle fills
#EFEADC
Muted
Warm Grey
Captions · lines
#8B867E

For body text on cream, prefer the deeper variants — #5F7A6A sage and #A8788A rose — so links and labels stay readable (WCAG AA). The lighter tints are for fills, chips, and large shapes.

03 — Typography

Cormorant & Mulish.

An elegant high-contrast serif carries the headings and echoes the ANDRICK wordmark; a soft humanist sans does the reading. The contrast — refined display over gentle body — is the whole personality in two typefaces.

DisplayCormorant 300
Begin with one conversation
HeadingCormorant 300
Perinatal & postpartum support
SubheadCormorant 500
Therapy for all ages, all people
LeadMulish 400
I guide clients to confront difficult truths with compassion, so they can move toward deeper self-understanding and change.
BodyMulish 400
I work with clients of all ages with a variety of concerns — depression, anxiety, relationship and family issues, parenting, and life transitions. My hope is for clients to feel a sense of safety, connectedness, and compassion. Please reach out to schedule a free 15-minute consultation.
SmallMulish 400
Self-pay $160 per session · BCBS PPO, Aetna PPO, United · Reduced-fee sliding scale available.
LabelMulish 600
Accepting new clients

04 — Logo & lockups

The lotus mark.

A lotus — growth, renewal, calm — over the wordmark. Use the stacked lockup as the default. The circle badge is for avatars and favicons; the horizontal lockup suits headers and email signatures.

ANDRICK
Counseling
Primary stacked lockup · on cream
ANDRICK
Counseling
Reversed · on slate
ANDRICK
Counseling
Horizontal lockup
Circle badge · avatar & favicon

Do

  • Keep clear space around the mark — at least the height of the “A” on all sides.
  • Place on cream, white, slate, or a muted accent.
  • Hold the wordmark’s generous letter-spacing (~0.22em).
  • Use the badge below 40px where the full lockup would crowd.

Don’t

  • Recolor the mark in bright or neon hues.
  • Stretch, rotate, or add drop shadows to the lockup.
  • Set the wordmark tightly or in a different typeface.
  • Place over busy photos or low-contrast backgrounds.

05 — Components

The working parts.

The handful of elements the website is built from. Generous padding, pill-shaped buttons, and soft borders keep everything calm and easy to act on.

Buttons

Conditions & tags

Anxiety Perinatal Life transitions Depression Parenting Relationships Self-esteem Postpartum Stress

Contact field set

Perinatal mental health

Support from fertility and pregnancy through postpartum and parenthood — drawing on both training and lived experience.

Primary call to action

Reach out for a free 15-minute consultation.

A short, no-pressure call to see if we’re a good fit. Accepting new clients of all ages, all backgrounds.

06 — Imagery

Nature over faces.

Per the brief: soft, non-human imagery — botanicals, natural textures, light through windows, calm interiors. No generic stock people. When professional headshots and office photos are ready, they slot into the About and Contact pages.

Sage botanicals
Soft florals
Light & water
Natural texture
Quiet interiors

07 — Voice & tone

How it sounds.

Write the way Jessica speaks with a new client: warm, direct, unhurried, with room for a little lightness. Short sentences. Plain words. Always an easy next step.

We say

  • “Please reach out to schedule a free 15-minute consultation.”
  • “I work with all people, regardless of background.”
  • “Humor, used thoughtfully, can foster connection and resilience.”
  • “A sense of safety, connectedness, and compassion.”

We avoid

  • Clinical jargon and diagnosis-speak.
  • Corporate, one-size-fits-any-industry copy.
  • Pressure, urgency, or sales language.
  • Long paragraphs where a sentence will do.

08 — Design tokens

Copy & paste.

The whole system as CSS custom properties. Drop this into the site’s stylesheet (it ships as design-system/tokens.css) and reference the variables everywhere.

/* Andrick Counseling — core tokens */
:root {
  /* color */
  --color-cream:      #F7F3E9;
  --color-cream-deep: #EFEADC;
  --color-slate:      #3D424F;
  --color-slate-soft: #565C6B;
  --color-sage:       #7C9384;
  --color-sage-deep:  #5F7A6A;
  --color-rose:       #C396A4;
  --color-rose-deep:  #A8788A;
  --color-blue:       #A8C0CC;
  --color-plum:       #4A3A5B;
  --color-neutral:    #8B867E;

  /* type */
  --font-display: "Cormorant Garamond", Georgia, serif;
  --font-body:    "Mulish", system-ui, sans-serif;
  --tracking-wordmark: 0.22em;
  --tracking-label:    0.18em;

  /* radius + motion */
  --radius-md:   12px;
  --radius-lg:   20px;
  --radius-pill: 999px;
  --ease: cubic-bezier(.22,.61,.36,1);
}