Magpie Studio’s identity for children’s art therapy practice Magic Canvas balances “play with professionalism”

The London-based studio’s identity is built from the idea of highlighting the benefits of drawing one’s feelings.

14 May 2021
Reading Time
2 minute read


London-based creative agency Magpie Studio have created a new brand identity for children’s art therapy practice, Magic Canvas. Built from the simple idea of wanting to highlight the benefits of drawing how one feels, Magpie Studio’s approach thoroughly keeps its audience in mind. As a result, this new identity challenges “the common misconception of psychotherapy being clinical and inaccessible,” explains a release on the studio’s approach.

“Child psychotherapy is an adult world, littered with academic descriptions and earnest headshots,” continues the release. “Too often, it strikes dear into the same minds it’s trying to reach.” In turn, Magpie Studio chose elements that would strike the balance between representing the thoughtful approach of Magic Canvas as a practice, as well as the children who will take part.

For example, the colour palette seen across the identity – both in Magic Canvas’ communications and the literal art packs children will use – has been selected from a palette of Crayola colours of pink, yellow, green and blue. Other elements in the identity are purposefully unpretentious, such as the illustration style as well as the serif font chosen to communicate clearly.


Magpie Studio: Magic Canvas (Copyright © Magpie Studio, 2021)

As well as this creative direction for Magic Canvas, the studio additionally built a complete therapy toolkit utilising the identity. This includes rubber stamps, workbooks and interactive card games to encourage discussion in sessions. Beyond in-person sessions, the workbooks also include downloadable resources “to keep the conversation going after”, says the studio.

On the final direction, Magpie Studio says: “The branding exercise wasn’t driven by ambitious commercial objectives and targets. The aim was to challenge industry norms, and take some of the fear out of therapy – making a daunting experience more accessible and friendly.” And finally, the studio recognises “the need to balance play with professionalism – to appear fun for kids, whilst inspiring trust in their primary carers.”

GalleryMagpie Studio: Magic Canvas (Copyright © Magpie Studio, 2021)

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About the Author

Lucy Bourton

Lucy joined It’s Nice That as an editorial assistant in July 2016 after graduating from Chelsea College of Art. In October 2016 she became a staff writer on the editorial team and in January 2019 was made It’s Nice That’s deputy editor. Feel free to get in contact with Lucy about new and upcoming creative projects or editorial ideas for the site.

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