SENSORY SQUAD

Service(s): Logo Design, Brand Identity, & Website Design
Year: 2024

Sensory Squad is a private pediatric occupational therapy practice based in New York City. They take a play-based and strengths-based approach to therapy, specializing in sensory integration techniques and working closely with families to help children achieve a consistent state of regulation.

With Alicia beginning her own practice, she needed a brand identity and website that cemented her as a trusted source for pediatric occupational therapy services. We wanted to create something friendly, approachable, and professional. It was important to create something that felt trustworthy and appealed to parents with young children.

The Concept

The concept covers a few different principles of the Sensory Squad brand. The logomark makes the shape of the letter “S”, but also tells a bit more of a story. The five pieces used to create the shape are loosely representative of the five senses, and they also looking like simple shapes/blocks that children play with. These blocks can also be pulled out individually to create a brand pattern and other visual elements.

Letter S

The logomark creates the letter “S” for “Sensory” and/or “Squad.”

5 Shapes = 5 Senses

I wanted to incorporate senses in some way. They use eight senses in sensory work, but “the five senses” is more commonly recognizable, and makes for a simpler logomark.

Shapes/Blocks

Bold, organic shapes represent children’s blocks and non-crisp edges represent various textures used in sensory play. Each piece can also be pulled out and used for separate branding elements.

The Logotype

The wordmark uses a fun, bold typeface that captures the youthful playfulness we were looking for. I also used the center circle from the logo to tie the brandmark into the type. Overall, it creates a cohesive, approachable look that fits the brand’s personality.

Meet the Sensory Squad!

I decided to create a series of characters called the “Sensory Squad” that could be used in social media posts. These would help to not only make the posts more fun, but help to explain the eight senses: sight, hearing, touch, taste, smell, vestibular (balance), proprioception (body awareness), and interoception (internal body awareness).

I took the individual pieces of the logomark, split them up individually, and used them as the body/shape of each character.