The brief

A client approached us looking for a name and website for her New York-based play therapy practice. Play therapy uses play as a means for children to express their thoughts and emotions, helping them process complex emotions and develop life skills. It’s especially empowering for neurodivergent kids, who may have particular sensory needs.

The process

The client was concerned about the negative connotations of “therapy” as something serious and solitary with a corrective focus. Her practice was the opposite, a place of stimulation and discovery for children to build their confidence, be themselves and most of all, have fun.

The name needed to appeal principally to parents, since they are the decision makers. It should have a feeling of warmth and fun yet align with a positive story that was true to the offer.   

The final name

The client had no hesitation in choosing “BeHive.” She loved the idea of a buzzing place of connection where children can “just be.”

The bee theme leant itself to a bouncy and inclusive visual identity and tone of voice that reminds us that “Every bee is unique” so why not “Join the hive!”