Why TinyWins gave Meadowell a geometric identity, not an organic one — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Crowell + Co., a root-cause healing practice for women who have chronic symptoms, works virtually with clients across the US by blending evidence-based insight and grounded intuition. However, the name and existing design language no longer reflected that approach to functional medicine and, as a result, had stopped resonating with the company’s target audience. Brought in to change that, Santa Monica-based studio TinyWins renamed it to Meadowell, and then built the brand world from there – including the new identity and website.

“We originally pitched Meadow. It fit the practice precisely, and it matched how they approach wellness. But it was going to be a nightmare on the trademark side, and it gave us almost nothing to differentiate with,” explains Director of Copy Kayla Albert. “So we went back to the drawing board, and Meadowell became the obvious evolution. It solved the legal problem, it made the connection to the wellness space far more legible, and it happened to carry part of the founder’s surname inside it (Cait Crowell). The surname link was a bonus rather than the brief, but once we saw it we weren’t going to give it up.”

TinyWins penned the lines ‘Follow your body’ and ‘Your intuition. Our method.’ to represent Meadowell’s long-term approach. “Health – especially for those living with chronic issues – can feel confusing and isolating. So the writing focuses on the individual: identifying what they’re likely feeling, what their body may be telling them, and Meadowell’s commitment to listening. That emotional recognition helps establish that this isn’t a typical provider relationship,” Albert notes. “From there, the language becomes more grounded and specific, introducing the lab testing, root-cause approach and long-term protocols behind the care. We kept those details clear and accessible rather than overly clinical, so the science reinforced the sense of care instead of interrupting it. The key was not treating intuition and evidence as opposites. At Meadowell, listening to the body is where the investigation begins; rigorous testing and personalised protocols are how that intuition is explored and acted upon.”

The geometric flower symbol sits alongside a wordmark set in a high-contrast serif. “We presented two directions. One was geometric and graphic, built on precise lines. The other was organic: a handwritten script logotype with hand-drawn supporting elements, illustrations, hand-drawn graphs and charts, decorative line work,” Senior Designer Jake Dugard tells us. “The client chose the geometric route, and wisely. They’re a science-driven company, and their real concern was being mistaken for a practice that was ‘woo-woo’ without real expertise behind it. Building the flower on a construction grid rather than drawing it by hand was how we resolved that. The form still feels botanical, but the way it’s made says the work behind it is rigorous.”

Displaay’s Season typeface is used in both its Sans and Mix forms – running from sans to serif. “It’s an elegant family that can flex across meaning, appearance and message, which is exactly what a practice like this needs. It had to hold up across everything from brand materials to lab documents to social marketing, and Season is robust enough to do all of it without feeling like a different company each time,” Dugard explains. “There’s also something poetic in it. The typeface is called Season, the company is called Meadowell, and we were already thinking about marketing the practice through imagery across different seasons. Those things lining up wasn’t the reason we chose it, but it made the choice feel right.”

The palette of bone, olive and brown is accompanied by a vibrant yellow. “We wanted an ownable colour. In a more neutral palette, a saturated yellow works as a strong accent precisely because everything around it is quiet,” Dugard notes. “It reads as the flowers in a field, and it brings warmth into a system that would otherwise sit cool and neutral. That warmth mattered for a practice asking people to trust it with something personal.”

“We didn’t want to paint an unrealistic picture of what it means to be on a path to wellness,” Dugard details. “The category is full of styled studio work that promises an outcome, and that felt dishonest for a practice built on protocols that run for months. So the direction was documentary, shot in real light. It had to feel real and authentic, and it had to be something people could actually see themselves in. Due to budget constraints, we focused on selecting premium stock photography that communicated these ideas and felt cohesive.”

The website’s lab results screen shows thyroid, cholesterol, LDL particle number and apolipoprotein B as nested rings. “Most clinics approach results very coldly, as a list of separate verdicts handed back to you,” Dugard adds. “The nested rings were an attempt to provide education and warmth instead of cold, difficult-to-read charts. It also implies their approach to health, that different systems within the body are connected.”