New Leaf Counselling and Integrative Health is an established wellbeing practice based in Singapore, providing evidence-based care across mental, neurological, digestive and whole-body health. Working alongside the team, the project explored how illustration and merchandise could introduce a lighter, more human side to the brand without compromising the professionalism and trust at the heart of the business.

New Leaf discovered my work through a series of illustrated cocktail prints I advertise and sell online. They approached the studio looking for something similar, but reimagined for a completely different audience.

The brief was to create a family of leaf-inspired mascots that could appear across merchandise, events and more informal customer touchpoints. While the core identity already reflected the professionalism of the practice, there was an opportunity to introduce moments of warmth, humour and personality without changing the brand itself.

Rather than approaching the project as a rebrand, we treated it as an extension of the existing identity. The mascots became a flexible visual language that allowed New Leaf to communicate differently in the right contexts, while preserving the credibility expected from a healthcare provider.

The project also extended beyond illustration. Advice was provided on garment production, printing methods and supplier communication, helping the client navigate merchandise production in a way that balanced quality with commercial practicality.

New Leaf introduced the collection of mascot illustrations gaving the business a playful set of visual assets for merchandise, events and customer engagement.

Designed exclusively for merchandise, the illustrations were intended to extend the brand beyond the clinic, creating wearable touchpoints that introduced New Leaf to new audiences throughout Singapore. Rather than acting solely as branded apparel, the garments became a form of everyday advertising, sparking curiosity and helping raise awareness of the business in a natural, approachable way.

Alongside the creative work, guidance was provided on merchandise production, garment selection and print methods, ensuring the designs could be produced efficiently while maintaining their character and quality.

The project included positioning, creative direction, illustration, merchandise design and production guidance. Most importantly, it demonstrated how thoughtful illustration can bring warmth and personality to an established healthcare brand without compromising the trust and professionalism at its core.

Capabilities

Positioning • Creative Direction • Illustration • Art Direction • Merchandise Design • Apparel Graphics • Production Guidance