Lotus Healing Arts offered a full spa, salon, and yoga studio to patrons in the Bay Area’s midpeninsula region, catering to everyone from senior citizens to young tech workers from Facebook and Google. They needed a brand identity that was fresh, modern, and bold, but also bound firmly by the roots of the ancient medicines and craft practiced by their staff.

The owner originally wanted to call the business Peninsula Healing Arts Center, but I convinced her the name was too long. Instead, we picked a name that was shorter and more evocative — Lotus Healing Arts. Naming the business after the Asian flower emphasized the company’s roots, and “Healing Arts” reminded patrons that the spa’s professional staff offer many wellness services.