Jedrek Hagedorn Clinical Psychologist

As partnerships evolve and a health practice grows, Jedrek Hagedorn, a clinical psychologist, needed a new brand identity to reflect the new direction for his practice. Operating under the name Satya Health Consulting, Jedrek came to us to assist him with undertaking a rebrand and clarifying his message. He also had a new focus on the type of clients he engaged with for which he is currently developing material.

Leaning into Jedrek’s approach to his practice and his clients, we designed a visual identity to reflect his core values. Acknowledging his heritage, we crafted a logo consisting of a wordmark and brandmark, along with a website and print collateral.

Overview—

Based in Melbourne, Jedrek Hagedorn spends his days helping others find their true selves. Early in 2023, he came to us to help him better articulate his visual voice.

Under the name Satya Health Consulting, Jedrek, a clinical psychologist of Polish heritage, and his wife, a paediatrician of Indian heritage, decided to open a joint health practice in 2020. However, a few years on, the practice had evolved to focus solely on Clinical Psychology. Jedrek came to us to help establish a brand narrative and rebrand his visual identity.

From our first conversations, we realised our shared appreciation for a similar approach to understanding identity, given our different disciplines, making it a seamless transition to working together on his brand as well as his new website.

For Jedrek, integrity is the cornerstone of his approach, and it is through this lens that the identity of his practice developed. Satya is a Sanskrit word loosely translated as truth or essence. Although the idea was still relevant, the word Satya, was far from reflecting Jedrek’s Polish heritage, a prominent aspect of his identity.

When approaching Jedrek's new visual identity, we aimed to understand him both a psychologist and a person.

Sometimes, it's not about doing more, but finding a visual focus in what we're already doing and how we're living.

“We all appreciate being heard and understood, but also helped in a real and practical way, through exploring a different path forward.”

— Jedrek Hagedorn

Process—

Before we commenced any design work, we set out to understand the current visual landscape Jedrek had around his practice and brand. Through this exploration, there were some emerging qualities that proved to be still relevant, in particular the underlying archetypes—The Explorer & The Everyman. Leaning into this, we decided to maintain these aspects when commencing on the new visual identity.

Our brand concept for Jedrek Hagedorn Clinical Psychologist was inspired by the idea of ‘integrity towards oneself’—finding your own truth. This embodies the journey of comprehending, embracing, and embodying one’s self in both mind and body within the world. This idea can be confrontational and disruptive of our current situation, and often what is required to move forward and grow through psychological intervention and reframing. The challenge for us was to deliver this message whilst visually offering a calm, supportive environment, creating a sense of comfort.

During the initial discovery phase, it was evident that Jedrek had a very natural, calm conversational style. Always respectful in his delivery, we wanted to ensure this tone of voice was captured and reflected throughout his visual identity.

After several conversations discussing Jedrek’s influences and preferences, we offered a collection of images that visually captured our understanding of Jedrek and his psychology practice. A few tweaks later, following research into the Polish School of Posters, folk art and symbols, Freud and Jung, we had a brand foundation that was uniquely tailored to fit. We then proceed to develop this, alongside a set of illustrations for his website.

Outcome—

Through illustration and graphic elements, we wanted to highlight the journey within that each individual embarks upon, in order to grow and overcome life’s challenges. Drawing upon Jedrek’s heritage, and love for Polish folk art and motifs, we used the image of a folk flower, also read as an inward-pointing compass, for his brandmark.

In researching typefaces, we strived to find a typeface that offered a feeling of joy and hope, with a nod to Jedrek’s Polish heritage. Lato is a sans serif typeface family designed in the Summer of 2010 by Warsaw-based designer Łukasz Dziedzic—Lato means ‘Summer’ in Polish. It’s a typeface that feels professional yet friendly and human. We paired this with Karla, a typeface full of character and quirks, by Jonny Pinhorn.

Growing up in the 80s in Poland, and with prior studies in Political Science, the varied yet unique organically expressive graphic style in the Polish School of Posters was a notable characteristic visual influence.

We found the soft serif typeface Basteleur by Keussel, best reflected this sense of ‘friendly but with mystique’ with a subtle nod to the past, and used this along with Lato for the primary wordmark. The brandmark uses glyphs from this same typeface to generate the inward compass. The use of bold primary colours, interspaced with a calmer backdrop of off-white suggests the task of creating comfort amidst challenging questions.

As Jedrek expands his capabilities and offerings in his practice, the website and collateral for this project are still evolving and currently in development.