- Client
- Whimsy Counselling
- Industry
- Counselling
- Scope
- Identity, signage, print, digital, merch
- Year
- 2024
- Location
- Saskatoon, SK
The problem
Neurodivergent kids were being underserved, and most counselling spaces felt cold and clinical. Kendall went out on her own to change that, and needed a brand that felt safe before a kid ever walked through the door.
What we built
A hot air balloon for the journey each kid takes. The ropes between basket and balloon form the W in the wordmark. Around it, the full system: colour, type, signage, print, digital and merch.
The story
Whimsy Counselling isn't a clinic. It's a place built so a kid can walk in and feel like they already belong.
Kendall Thomas-McEachern was working within a counselling ministry when she saw who was getting missed: neurodivergent kids. There's still a stigma around them, and too much of the help out there feels cold and clinical. So she branched out on her own to serve them.
Her counselling is play-led. Fun first. When kids are playing, they relax, and that's when the real feelings come out. The brand had to do that same job before she ever said a word.
A balloon for the journey
The hot air balloon stands for the journey each kid takes. The wonder of it, and the adventure of figuring out who they are.
Look at the basket. The ropes form the same W that starts the wordmark. The wordmark plays too: every letter its own colour, and a y with a loop that looks like it's still moving.
Friendly enough for a five-year-old. Steady enough for a parent.
Nothing clinical about it
Kendall wanted a space where kids feel at home in the surroundings, not a waiting room that makes them brace for something.
So the brand leans on things kids already know and like: clouds, rainbows, stars, paint palettes, rain boots. Soft teal, warm yellow and coral. Nothing sterile, nothing cold.
For the parents too
The first person to meet this brand is usually a parent, and often a worried one. The message to them is simple: you're not alone, and you don't have to figure it out alone either.
Flyers, a Family Toolbox for home, and every asset Kendall needed to build her own website. Every piece speaks to the parent with the same warmth the kids feel in the room.
Little bits of Whimsy
Kids don't read brand guidelines. They notice the mug, the water bottle, the shirt. So the system carries onto the things they actually touch.
Every piece is something a kid would want to hold, and a reminder of a place that felt safe.
Room to grow
Everything lives in one brand guide, so every new piece looks like it came from the same place.
Since we worked together, Kendall has added sand tray therapy to her practice. More ways for kids to play, and more ways for them to open up.
"Whimsy is so much more than a business to me, so trusting someone to bring its identity to life was a really big deal. From the very beginning, Jarrid just got it. He took the heart behind what I do, the values that guide my work, and all the little pieces of my vision and turned them into something that feels so authentically me. Working with him was such an incredible experience. He is thoughtful, creative, patient, and genuinely invested in getting it right. What he created wasn't just a beautiful brand, but something that tells a story and reflects the warmth, connection, and sense of belonging I want every child and family to experience at Whimsy. I couldn't be more proud of what we created together."
Kendall Thomas-McEachern, founder