The logo is a play on three elements. First the shape of the brain references art therapy and mindfulness, second the shape of a paint palette alludes to art itself and third, a speech bubble represents the idea of community and communication.

The identity focuses on a playful, accessible illustrative style, capped off with a very flexible colour palette and logo. The illustrations are reminiscent of' paper-cuts by Matisse, but also have a feel of "I could do that". Typographically, the hand crafted feel continues with a paper-cut style font which can be playfully arranged. This is backed up with a more practical and useable typeface when required, such as on screen or where legibility and readability is important. The flexibility of the design work allows Karen to be playful and explore all kinds of possibilities and even create her own illustrations easily, which met the budgetary requirements.