Close-up of a frozen, icy surface with intricate white ice patterns, dark soil, and small rocks visible underneath.

Guest House Acupuncture & Chinese Medicine

BRANDING & WEBSITE DESIGN

Guest House Acupunture & Chinese Medicine is a holistic health care practice based in NYC.

Aimee Chang, its founder and practitioner’s mission is to help people re-establishing connections between the mind and the body and thereby restoring harmony.

Four variations of a logo design for Guest House acupuncture and Chinese medicine, featuring a stylized Chinese medicine symbol with the letters G and H, and text with the name and specialty of the business.
A collage of various artistic images and patterns with the text 'Mood Board' on a green background, including titles like 'Made in the Shade' and 'Wildfolk', and a list of keywords such as Natural, Sublime & awe, Sacred, Gentle, Serenity, and Clear.
Design layout with text about Wei Channels and Taoist creation beliefs, featuring a vertical color palette on the right side with navy blue, white, olive green, light blue, yellow, and brown.

OUR PROCESS

The Challenge

Guest House Acupuncture needed to position Traditional Chinese Medicine as a modern, accessible healthcare approach without falling into luxury wellness clichés.

Founder Aimee Chang required a brand that would attract patients seeking genuine partnership in their healing journey and commit to long-term, holistic health rather than quick fixes for isolated symptoms.

Our Strategy

We reimagined how acupuncture could be visually represented, moving away from outdated stereotypes.

Through an artful, contemporary visual identity, we created custom illustrations depicting the body's energetic channels and impulses—making the invisible work of acupuncture tangible and extraordinary.

The brand voice positioned Aimee as a collaborative guide rather than a service provider, emphasizing the patient's active role in discovering their own meaning of health.

Results

The brand successfully elevated TCM from its conventional Western perception, presenting it as both ancient wisdom and modern practice.

The distinctive visual system communicated the sophistication and depth of acupuncture's healing potential, attracting the right audience—those seeking meaningful, whole-person healthcare.

Guest House established itself as a practice for patients ready to invest in sustainable wellness through partnership and self-discovery.

“I’m so moved by her artful vision of business and humanity!”

AIMEE CHANG

Overlay of text and graphics depicting acupuncture, Chinese medicine, and the letters G and H with a central symbol resembling a leaf shape, on a blurred background of a person receiving acupuncture treatment.
Text titled 'About Guest House' with a yellow watercolor splash background.
A person standing in shallow water with bare feet, wearing a white dress, with an abstract light projection on the water below.
Website homepage for Guest House, an acupuncture and Chinese medicine clinic, featuring a logo, menu, and a section promoting healthcare and harmony.
Kathy Kwon with long black hair in a braid, wearing a beige T-shirt, standing in a sunlit room with plants

About the designer

Kathy Kwon, designer and founder of Bright Matters Studio has over a decade of experience in visual storytelling in the creative industry.

She loves to partner with conscious and mission-driven businesses who want to scale their positive, humanity-centered impact and growth.

LEARN MORE ABOUT KATHY →

Interested in working together?

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