Reworking Psychiatry
Naming, Branding & Copywriting
Reworking Psychiatry is the brand identity for psychiatrist Dr. Murray Kapell, whose practice challenges conventional approaches to mental health through walking sessions, psychedelic-assisted therapy, and radical empathy.
I named the practice, developed the visual identity, collateral system, and brand messaging around a raw, expressive aesthetic. Brush strokes, ink textures, and high-contrast grunge elements communicate energy, disruption, and movement — reflecting the process of “reworking” itself. The structured typography provides balance and authority, grounding the chaos with clarity and intention.
The goal was to create a brand that felt as subversive and human as his philosophy — intellectual but anti-establishment, informed but unpretentious.
“You really want to get me started about Jenny? You asked. Being massively dedicated to my work but also a fiercely private person, I had to drag myself kicking and screaming into the branding process. I spent weeks looking at all the folks and agencies I could find, but I just kept coming back to: ‘there’s no fucking way I’m doing this’. Then I stumbled on a podcast interview with Jenny, and by the end of it, I knew she was the one.
Jenny not only tolerated my weirdness, she invited me to double down, and made me feel safe enough to do it. I had some serious internal conflicts about branding and having a business identity, but she was so prepared for all of that, and before I knew it, we were in the middle of it. I gave her what looked to me like a mess of raw material, and suddenly I was looking at stacks of beautiful and usable stuff that truly represented me, and communicated clearly what I do.”
The result is a brand that embodies rebellion with purpose: a confident, unconventional voice for modern psychiatry that refuses to look sterile or detached. It’s punk in spirit, precise in execution — a visual identity as bold and self-aware as the doctor behind it.
Front of an appointment card
Back of an appointment card
The collateral suite