The CoWell Centre.

The CoWell Centre is a collaborative wellness clinic in Moncton, New Brunswick, offering massage therapy, chiropractic care, and acupuncture.

Founder Janina Pilgrim built the centre around one concept: meaningful care happens through relationships, not through working (or healing) alone.

The Brief

When the clinic Janina had practiced out of for years closed, she took over the space on short notice and needed a brand that could hold multiple practitioners and modalities under one identity, built fast enough to launch within weeks, but strong enough to run without her once it was in her hands.

The Work

For The CoWell Centre, we built a full brand identity around the idea of "co": collaboration, community, and co-regulation. A hand-drawn logotype, custom brand illustrations, textures, and a colour and typography system gave the clinic a visual language distinct from anything else in the wellness space in New Brunswick. The brand strategy and tone of voice work were built to hold up as CoWell adds practitioners and expands, on a condensed timeline.

Social Media Design

Creative Explorations

The logotype's hand-drawn "o" sits between a circle and a spiral, a shape that holds people while suggesting healing moves in loops rather than straight lines. The "ll" started as two parallel lines and became two people walking in step, weighted identically so neither reads as leading the other.

The brand illustration echoes a brain and a pair of lungs, the body's two systems for regulation, branching into forms pulled from historical botanical studies of sea kelp and grounded with shapes drawn from local symbols of seasonal return.

Credit: Solo project, East & Eve Creative Co.