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branding
This selection showcases my work as creative director for Psych Central. I worked with the Healthline Media Creative Studio to further its visual identity, rooted in radical empathy and openness—essential values for an authoritative mental health brand. We developed a distinct visual voice that encourages action while holding space for vulnerability, brought to life through collage, photography, and illustration. This work extended into the brand book and across social channels, creating a cohesive, emotionally resonant presence.
PSYCH CENTRAL BRAND BOOK
In collaboration with the photography director and the illustrators and visual artists of the Healthline Media Creative Studio, I brought Psych Central’s brand book to life. As creative director, I guided the visual storytelling to reflect the brand’s core values. The result is a visual testimonial to empowerment, resilience, and openness.
Creative Direction: Ruth Basagoitia | Editorial Design: Ruth Basagoitia | Illustration, Collage, & Photography: Healthline Media Creative Studio
PSYCH CENTRAL SOCIAL DESIGN
I developed the visual tone for Psych Central’s social media, shifting it toward a more engaging and audience-focused approach. I created a robust library of post types tailored to different channels and trained the Healthline Media Creative Studio to apply the system consistently—ensuring the brand shows up with integrity, empathy, and purpose at every point of connection with our audience.
Creative Direction: Ruth Basagoitia | Illustration, Collage, & Photography: Ruth Basagoitia & Healthline Media Creative Studio
PSYCH CENTRAL ICON SYSTEM — Creative Direction: Ruth Basagoitia | Illustration & Animation: Ruth Basagoitia
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