Joseph Ungvarksy came to me with a bare canvas and an open mind. He was just about to launch his practice, Keystone Psychiatry PLLC, and was interested in creating a logo that was a touch familiar, but more refreshed and modern than many others in his field. Together, we charted out some ideas, including playing up the keystone motif, incorporating a key into the silhouette of a brain, but all options felt too obvious.


Because the brain's limbic system is an essential part of governing our emotional responses, I thought of moulding its shape into a heart, subtly communicating the approach to care that Joseph brings to his patients. From there, I created an alternative logo lock-up that focuses solely on the heart element, so Joseph can be flexible in how he portrays his brand.