The Emotions Co
Brand Strategy + Brand Identity Design + Membership website
The Brief
The Emotions Co is an online therapy brand created to support emotionally aware, ambitious women in reconnecting with themselves, their purpose, and their peace. Founded by therapist and musician Jennifer Clarke, the practice offers a blend of structured programmes and intuitive support—designed to meet clients where they are, and help them move forward.
When Jennifer came to Core & Form, she was preparing to launch. Her goal was to create a brand that felt as powerful and emotionally intelligent as the women she serves—one that could hold space for real transformation, without ever feeling cold, clinical or cliché.
Jennifer had a clear vision: no beach stones, leaves or abstract metaphors. She wanted her brand to feel beautifully intentional and quietly bold, rooted in compassion and clarity. The identity needed to reflect her values—authenticity, warmth, empowerment—and speak directly to high-functioning, overwhelmed women who are ready for more. More self-awareness. More peace. More presence.
Alongside branding, Jennifer also needed a functional, thoughtful online home—somewhere clients could explore her offerings, book sessions with ease, and eventually access member-only content. The site needed to feel as welcoming and polished as the rest of her brand experience.
The Solution
We began with the brand’s emotional core and built outward. The custom wordmark replaces the first “o” in “emotions” with a heart—designed to feel like a hug. It’s a small, deliberate detail that brings warmth and humanity without losing clarity. This became the foundation of a wider system of brand elements, each one crafted to echo the safe, intelligent, and transformative space Jennifer offers .
From a refined colour palette (blush rose, sage, sand, taupe) to elegant, emotionally fluent typography, every touchpoint was considered. The identity flows seamlessly across social templates, onboarding PDFs, and beyond.
We also designed and built a fully custom Wix website to serve as the digital front door to The Emotions Co. The site includes a streamlined booking system, blog, and an intuitive members’ area for future offerings—laying the groundwork for community, digital products, and scalable growth. The result is a high-touch, high-integrity brand experience that makes space for transformation.
“It’s absolutely beautiful and made me smile. The heart hug is perfect! You are very talented and I love it.”
Jennifer Juckles – The Emotions Co