OVERVIEW
Dreaming Tree Initiative is a lay counseling group that uses a therapeutic approach called Narrative Focused Trauma Care to help men and women work through the unresolved pain in their stories so they can live with greater freedom, hope, and health.
The Challenge:
As a new organization, they needed a brand and website that distinguished them in the marketplace and clearly communicated the nuances of their services.
SERVICES
Research & Strategy
Brand Messaging
Brand Design
Web Design
Conducting competitive analysis and identifying opportunities for brand distinction within the industry
Dreaming Tree occupies a unique space—while not the same as licensed therapy, Narrative Focused Trauma Care is a powerful approach to healing childhood wounds that lead to unhealthy patterns in relationships and life.
Our challenge was to create a brand that clearly explained the nuances of Narrative Focused Trauma Care, spoke to patient pain points, positioned Dreaming Tree as an empathic trustworthy, authority, and differentiated them in the marketplace.
*Image of brand attributes being circled or checked
Research & Strategy
Brand Messaging
Creating a resonant message that addresses key pain points, dispels misconceptions, and clarifies unique value proposition
For Dreaming Tree’s messaging, we developed a brand voice that is warm, hopeful, and inviting while remaining confident and authoritative. The tone is deliberately empathetic, acknowledging a litany of patient pain points while clearly explaining their unique methodology.
The overall messaging communicates the brand’s powerful value proposition without seeming “woo-woo.”
Image of Workshop Session
WireFrames / brandscripts
Taglines / Messaging
Brand Design Phase I - Context & History
Rooting the design in a compelling brand story and history
The name Dreaming Tree was inspired by Andrew Kohr, the organization’s founder, and his connection to the Dave Matthews Band song of the same name. The song’s lyrics deeply resonated with Andrew, expressing a profound longing for the past, for family, and for a space where pain and hope coexist. The Dreaming Tree symbolized a safe space that held and protected the stories of those in the song.
Additionally, on a hike on the Northern Neck of Virginia, Andrew encountered his first “dreaming tree”—a tall, powerful oak that offered him immediate comfort. That image of the oak became a lasting source of solace for Andrew, a place where his stories were safeguarded, and his hope was renewed.
These themes of story, place, family, and comfort heavily inspired the brand’s visual language.
Actual picture of Andrew’s “Dreaming Tree”
Brand Design Phase II - Concepts & Exploration
Exploring a range of design concepts that hit the key objectives
During the development of the Dreaming Tree logo, we explored three unique concepts, each visually inspired by the image of a tree. While all three designs paid homage to the stability, growth, and rootedness that trees symbolize, each concept was distinct in its approach.
One focused on the intricate branching of a tree, representing the interconnectedness of stories. Another emphasized deep, sturdy roots, symbolizing groundedness and the healing power of exploring one’s foundation. The final concept showcased a more abstract tree trunk, reflecting simplicity and the clarity that comes through transformation. Together, these concepts captured the essence of Dreaming Tree while offering diverse visual interpretations of its mission.
Brand Design Phase III - Finalizing the Design
Creating a mark that is distinct, elegant, and embodies the brand story
The final brand mark is a nod to the trunk of a tree—giving us the impressions of solidity, stability, and comfort. At the same time, the mark’s lines form arrows pointing to both the past and the future—a gesture towards the idea that one must heal the wounds of the past to live freely in the future.
We developed a design approach that emphasizes depth and authenticity, using a warm, natural color palette of green, cream, and copper.
The website design also showcases a number of textures and graphical elements, and carefully selected imagery that immediately sets Dreaming Tree apart from traditional counseling groups. The overall design creates a visual narrative that speaks directly to the themes of story, healing, journey, and transformation.
Website Design
Creating a website that’s beautiful, unique, and easy to navigate
The website design showcases a number of textures and graphical elements, and carefully selected imagery that immediately sets Dreaming Tree apart from traditional counseling groups. The overall design creates a visual narrative that speaks directly to the themes of story, healing, journey, and transformation.
TouchPoints
Molskine Journal Mockup
Website Mock Up
iPad Mockup for Free Resource
“Client testimonial here and here and here and here and here and here and here.”
-Andrew Kohr, co-founder and CEO of Dreaming Tree