Luui was approached by Mornington Peninsula psychologist, Fiona Pollerd, to create an identity for her practice. The finished product is an identity which is professional yet approachable and speaks to her diverse client base, which ranges from young children to adults. The main corporate logo is loosely based on the concept of a life saving ring. The elements of the logo are used throughout the broader branding to create dynamic yet consistent visuals. These graphic elements represent connection, community and problem solving, and are used in conjunction with calming coastal imagery, representing the local Mornington Peninsula area.