Starling Family Services specializes in mood and anxiety disorders, parenting concerns, and struggles with infertility. They had a homemade logo, but wanted a stronger branding system with consistency throughout the website, business card, letterhead. The first concept alluded to connection, openness, and a nurturing spirit. The second concept was more directly related to the company name, with a flock of birds representing community and teamwork. The color palette was selected to give a feeling of warmth and calm.