Rosewater Therapy
Work
Logo design
Date
2026
Deliverables
Logo variations, color palette
Typeface
Freude
Rosewater Therapy is the psychotherapy service of Sheena Yazdandoost. Sheena’s clients tell her she has an inviting, comforting presence. We aimed to communicate that warmness in our design process, while also denoting her Persian background.
We both took design inspiration from Iranian-born artist Sara Emamii, Persian art history and tilework, Goodtype Volume 1, and Strikethrough, a design history of protest artwork. We arrived at a soft color palette and friendly, rounded san serif logotype — coincidentally named Freude!
Read more about the design process in the case study below.
Case Study
In working to meet the client’s and my needs, I accepted a design challenge — “Can I design a logo in a single workday?”
One of my core values in starting my business is supporting people and companies that don’t generally have access to great design.
New entrepreneurs are often operating with limited cashflow. Well-known design agencies get paid in the thousands per client. How can a new business person sell the value of their expertise and convey professionalism if they don’t have a good logo or website?
(Hint: AI is an option, but not a good nor advisable one with the notorious AI slop out there.)
In taking on this logo design with Rosewater Therapy, I queried eco-friendly alternative Viro AI how I might develop a logo in 7-8 hours. While generally I would not recommend such a short timeline for logo development, the idea was born from the client’s limited budget and trying to meet my standard daily rate. After tweaking the results, I came up with an itinerary by the hour for our 7-hour logo design sprint.
We met in person to cut down on time usually spent in email exchange, review presentations and approvals. The bulk of our design exploration was collected in a Mural whiteboard, utilizing physical and online inspiration. My artwork development was done first in a sketchbook, then digitized.
The results of this experiment? I’m pleasantly surprised to report not only did we stay on track of our truncated timeline, my client was delighted by the logo results. On top of the agreed-upon logo, she chose another design option for a separate project.
Furthermore, she currently is a nursing mother and our agreement to meet in her home meant we could co-design to meet our goals while she took breaks to feed her baby. The needs of all involved parties were met, and I couldn’t be more pleased.
I look forward to recreating this model for other new and emerging business people.
