Lake Therapeutic, PLLC is a private mental health practice in Alpena, Michigan, grounded in compassion, authenticity, and over 14 years of professional experience. The goal of this project was to create a welcoming brand that feels honest, trustworthy, professional, and deeply caring. Inspired by soft lakefront mornings and the quiet reassurance of nature, the visual identity is designed to evoke the calm of a peaceful day by the water—inviting clients to breathe a little deeper and feel at ease. This sense of stillness and clarity reflects the environment Lake Therapeutic strives to create for every client’s healing journey.