Background

ABLE Development Clinic Inc. is a multidisciplinary clinic providing assessment, treatment, and consultation for children and youth experiencing difficulties with their attention, behaviour, learning, and emotions. They are a leader in providing high quality, evidence and values-based services for children, youth, and families with developmental disabilities and mental health difficulties.

Challenge and Opportunity

ABLE Development Clinic engaged Carter Hales as the branding agency to develop a new visual brand identity. Through Discovery, we identified ABLE’s brand characteristics of being knowledgeable, caring, and empathetic. We needed to create a visual brand identity that expresses these key characteristics through its design. The brand could not be perceived as too slick or intimidating, as it was crucial for the identity to feel friendly and welcoming, given the nature of ABLE’s work. The brand and design language needed to appeal to youth struggling with anxiety, while still having a sophistication to it that parents or those making the decision to see ABLE would appreciate. .

Solution

We developed a logo for ABLE based on the founders’ ability to not only see the big picture for each patient, but also decipher meaning from a seemingly confusing array of characteristics. We developed an approachable typographic palette that balances friendliness and professionalism. We wanted to create a space of calm and warmth as this is a stressful time for parents and children. The wordmark is inspired by simple building blocks that create the forms of ABLE, like that of children’s toys. The typography is round and soft; it is clean, legible, and approachable.