Magpie designs friendlier therapy for Gen Alpha

London – The branding studio has created an illustrative visual identity for children’s art therapy practice Magic Canvas.

Magic Canvas, which uses art therapy techniques to unlock and understand events in children’s past and come to terms with early experiences, wanted to move away from the clinical, inaccessible way that art therapy is typically communicated. Working with Magpie, its new branding uses a palette of Crayola pastel colours and visuals inspired by children’s drawings.

By taking this child-like, unpretentious approach to its identity, and one that targets children rather than parents, Magic Canvas hopes to overcome children’s fears about psychotherapy. ‘We recognised the need to balance play with professionalism – to appear fun for kids, while inspiring trust in their primary carers,’ says David Azurdia, creative partner at Magpie Studio.

At a time when young people are more aware of their mental health than ever before, the therapy practice is being rebranded for the highly creative Gen Alpha.