Now + Next

Psychotherapist Sara Usmani’s Toronto practice pairs talk therapy with neurofeedback, putting brain science and emotional care in the same room. Most mental health brands pick a side. Clinical practices feel cold and intimidating, and wellness brands feel soft but vague. Now + Next needed to be both credible and human.

Every mind runs at its own rhythm, and therapy should help people find theirs rather than fix them.

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The name carries the rest. Therapists meet clients at their “now” and work toward their “next.” They’re framed as co-creators, a plus-one for change, which gives the + in the name its meaning. Humour, joy and community are part of the brand on purpose, because making therapy relatable does more to reduce stigma than making it delicate.

The wordmark sets “now” upright and “next” in italic, so the name leans forward the way the practice hopes its clients will. A small + sits between the two words: the plus-one.

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That + becomes the whole system. It’s split into rounded corner strokes that interlock into a lattice, and each plus only forms where the pieces meet. It’s shared weight made visual. The pattern sits tonally on a business card or in full colour on a billboard.

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Headlines use a warm serif with italics on the words that matter, like brain science and lived experience, so even dense copy reads like a conversation. The palette pairs deep plum and navy for credibility with blush, mustard, orange and soft teal for warmth.

The system now runs across the practice’s website, led by the line “Science-Backed, Soul-Approved Therapy,” and has room to stretch as the collective grows its team and services.