Creating a graphic brand package for new businesses is about much more than designing a logo and choosing colours. It is about building a visual foundation that reflects the soul of the business while also supporting everyday work in a practical way.
When Maria planned her foot care clinic, she wanted to feel confident in how she presented herself, both online and in direct contact with clients. Together, we created a complete visual package including a logo, printed materials and a simple website. A thoughtful visual starting point aligned with both her work and her values.
A clinic where care comes first
Hos Maria Fotvård is a clinic where care, calm and quality are central. Maria works with medical foot care and offers treatments that make a real difference for her clients. She supports people with foot related conditions, while also providing preventative wellness treatments.
Her approach is personal and relaxed, yet clearly professional. Preserving that balance was essential in every part of the visual expression.
A startup design package with multiple elements
Our collaboration began with conversations around naming and direction. Maria explored what her business should be called and how it should sound in both spoken and digital communication. We landed on a business name and domain that felt clear, warm and trustworthy.
From there, the need for a complete graphic brand package for a new business became clear. Everything needed to connect, from first impression to returning clients.
We focused on three main components. First, a logo with personal symbolism. Second, printed materials designed for everyday use. Third, a website that clearly presents the business in a calm and accessible way.
I also recommended using BokaDirekt as a booking system, as it could be integrated with payments while strengthening her online visibility. Today, the external booking page serves as the primary digital touchpoint for clients.
A visual identity rooted in care and simplicity
The logo became the heart of the visual identity. We started with the letter M, representing both Maria’s name and her work. By shaping the letter to resemble a resting foot, we introduced a sense of care, calm and grounding.
The design is clean and balanced, ensuring the logo works equally well in print and digital formats. This flexibility is always a priority in my work. A logo needs to remain clear and recognisable, even at small sizes and across different contexts.
Printed materials were created with great care. Since many of Maria’s clients are older, readability and clarity were essential. Business cards include clear contact details, while appointment cards make it easy to note the next visit and hand it directly to the client.
The website was designed as a simple digital presentation. Its purpose was to introduce Maria, outline treatments and guide visitors naturally towards booking. While the website is no longer in active use, the visual design remains an important part of the overall brand foundation, now complemented by the external booking platform.
A result designed to last
What we created together is a strong example of a graphic brand package for new businesses. Colours, shapes, function and usability come together in a cohesive whole that Maria can feel proud of.
The consistent visual thread helps clients recognise the brand whether they are holding an appointment card or visiting the booking page online. Longevity was an important factor throughout the process. Materials are easy to use in daily work, and the brand structure allows for flexibility over time.
I have continued to support Maria with small adjustments when needed, ensuring the technical aspects work smoothly so she can focus fully on her clients.
“What incredible luck I had to find Erika. With great patience, warmth and sensitivity, she created my beautiful logo and website. The entire process shows how professional she is down to the smallest detail. Everything is so thoughtfully designed and beautifully presented.”
— Maria Fasth
Reflection on the collaboration
This project is a clear example of why I love working with small businesses. Small formats often hold big visions and a great deal of care. Creating a graphic brand package for new business owners that is both beautiful and functional is something I truly value.
I especially enjoy being involved early in the process, when ideas are still open and there is room for guidance. When everything is allowed to grow at a calm and considered pace, in close dialogue with the client, the result is often at its strongest.
If you would also like to create a visual foundation that feels thoughtful from the very beginning, you are welcome to explore my services here.