Brand Design
Brand Strategy
Art Direction
Headway
Headway was evolving beyond its origins as a therapy startup, but the brand hadn't caught up. The visual identity needed to match the ambition — a system that could speak to providers across product, marketing, and the real world.
Project info
Led brand design for Headway's Brand 2.0 initiative — conducting competitive research, developing brand storytelling directions, and designing a visual system that spanned product UI, out-of-home, event, and editorial applications.
Role
Senior Brand Designer
Collaborators
Travis Weihermuller (Creative Director)
Matty Ikeda (Senior Brand Designer)
Provider-first.
System-wide.
A rebrand rooted in research across the D2P and D2C therapy landscape — translated into a visual identity system that stretched from mobile app UI and onboarding flows to OOH advertising, event stage design, editorial layouts, and provider-facing marketing.
OUTCOME
The work started with understanding — mapping the competitive landscape, identifying visual and verbal patterns, and finding the whitespace Headway could own. From that research, storytelling directions emerged that reframed the brand around its core provider audience: therapists building their practice.
The design system that followed touched everything. Product screens explored new dashboard patterns and assessment data visualization. Marketing concepts ranged from subway ads to conference keynotes. Typography, photography, color, and motion were all developed as a cohesive language — warm, grounded, and clinical without being cold. The goal was a brand that could move seamlessly between a provider's phone screen and a billboard, holding its identity at every scale.
© 2026
Brand Design
Brand Strategy
Art Direction
Headway
Headway was evolving beyond its origins as a therapy startup, but the brand hadn't caught up. The visual identity needed to match the ambition — a system that could speak to providers across product, marketing, and the real world.
Project info
Led brand design for Headway's Brand 2.0 initiative — conducting competitive research, developing brand storytelling directions, and designing a visual system that spanned product UI, out-of-home, event, and editorial applications.
Role
Senior Brand Designer
Collaborators
Travis Weihermuller (Creative Director)
Matty Ikeda (Senior Brand Designer)
Provider-first.
System-wide.
A rebrand rooted in research across the D2P and D2C therapy landscape — translated into a visual identity system that stretched from mobile app UI and onboarding flows to OOH advertising, event stage design, editorial layouts, and provider-facing marketing.
OUTCOME
The work started with understanding — mapping the competitive landscape, identifying visual and verbal patterns, and finding the whitespace Headway could own. From that research, storytelling directions emerged that reframed the brand around its core provider audience: therapists building their practice.
The design system that followed touched everything. Product screens explored new dashboard patterns and assessment data visualization. Marketing concepts ranged from subway ads to conference keynotes. Typography, photography, color, and motion were all developed as a cohesive language — warm, grounded, and clinical without being cold. The goal was a brand that could move seamlessly between a provider's phone screen and a billboard, holding its identity at every scale.
© 2026