Expand Psychology
Case Study: Rebranding Expand Psychology with a New Logo and Identity
From Niche to Expansive Services
Expand Psychology, formerly known as The Center for Cognitive Therapy and Assessment (CCTA), is a group practice in Northern Virginia that has served its community for more than two decades. Focused initially on CBT (Cognitive Behavioral Therapy) for children, the practice evolved into a comprehensive provider offering therapy and testing for children, adolescents, and adults.
This shift demanded more than just a new name—it required a brand identity that reflected its breadth of services, professional credibility, and human warmth.
The Challenge: Outgrowing an Old Identity
CCTA’s previous logo
The old CCTA logo featured a clinical design with a building and trees—symbols that felt outdated and limited in scope. While functional in its early years, the mark no longer reflected the practice’s values or its modern, holistic approach to care.
The challenge: design a logo that conveyed trust, collaboration, growth, and approachability while standing apart from large, impersonal mental health organizations.
Discovery: Values at the Core
We facilitated a brand discovery session with Expand’s leadership team to surface their values, audience insights, and long-term goals. Out of these conversations emerged the themes of:
Growth – representing both client progress and organizational expansion.
Community & Collaboration – the practice’s team-based approach.
Trust – essential in mental health services.
Individualized Care – honoring each client’s unique needs.
These themes guided every design decision.
Creative Concepts: Exploring Visual Directions
We presented three distinct logo concepts, each with its own color palette, typographic style, and symbolic foundation. The chosen direction centered on the Hoberman sphere—a mindfulness tool whose expansion and contraction represent both personal growth and psychological flexibility.
This metaphor resonated deeply with the team, capturing the essence of their name and philosophy.
Design Details: Balancing Professionalism and Warmth
The refined logo paired the Hoberman-inspired icon with a modern geometric sans-serif typeface, chosen for its readability, friendliness, and versatility across digital and print applications.
Color selections were bright, cheerful, yet sophisticated—conveying optimism without losing the gravity of professional mental health care.
Deliverables: Building a Usable System
To ensure seamless implementation, we delivered a comprehensive logo package including:
Three logo lockups for responsive use cases
Multiple color variations
A full suite of file formats
Usage guidelines for consistency across platforms
The Result: A Foundation for the Future
The new identity positions Expand Psychology as a trusted, approachable, and forward-thinking practice. The logo now serves as the cornerstone of their rebrand, anchoring collateral, digital assets, and the website redesign.
By investing in a modern, strategic brand identity, Expand Psychology signals to clients, families, and the broader community that it is committed to growth, collaboration, and compassionate care for the next decade and beyond.
