CanGroup — A brand that feels safe, warm & informed
When families arrive at CanGroup, they’re often carrying a quiet weight. Uncertainty, concern, or simply a sense that something isn’t quite right for their child. The branding for CanGroup needed to meet that moment with calm, clarity, and care. Something that felt knowledgeable but never cold. Reassuring, not overwhelming. A space that felt safe.
Their work often sits at the intersection of uncertainty and discovery, helping families understand how a young mind thinks, learns, and copes with the world.
Role
Brand Strategy
Visual Identity Design
Logo and Typography System
Colour Palette
Illustration Art Direction
Photography Style Guide & Art Direction
Website Design Tone
Collateral Design (Cards, Flyers)
The corporate photography for CanGroup was developed to sit seamlessly within the overall brand, clean but never clinical, professional yet personal. Each image features warm, neutral backgrounds and soft natural light, designed to evoke a sense of ease and emotional safety.
Subjects are captured in relaxed, accessible poses, present, open, and grounded. There’s a sense of honesty and trust in the tone of the imagery, without being overly styled or emotionally loaded. It strikes a careful balance: clear and calm, but still human.
To ensure cohesion across the full brand experience, a gentle colour palette was created to harmonise with the photography. Soft yellows, lavender, sage, and dusty pink and blue tones were selected for their ability to lift mood and create a sense of comfort. These colours flow throughout the brand creating a warm, integrated feel at every touchpoint.
Interlocking Shapes Rooted in Therapy and Developmental Play
As part of the visual language for CanGroup, a set of softly abstract, interlocking shapes was introduced, inspired by the tactile tools often used in child psychology settings. These forms subtly reference the puzzle pieces and sensory objects that help children regulate, focus, and express themselves during therapy. Commonly used to support cognitive development, emotional comfort, and fine motor skills, the shapes carry deeper meaning: they represent the process of understanding a young mind. Each shape is unique, yet designed to connect, echoing the way neuropsychologists piece together complex profiles to form a clear picture. Visually, the shapes bring movement, curiosity and cohesion to the brand, layered in soft tones to feel playful yet intelligent, approachable yet grounded.
