Proself

Jasmina Tofant is a psychologist, certified Gestalt psychotherapist, and experienced HR professional who spent years in the corporate world before deciding to launch her own practice. She had the name — ProSelf, meaning "towards the self" — and a clear vision of what she wanted to offer: helping people move past the social facade to experience who they actually are. What she didn't have was a visual identity or a web presence that could communicate that depth without reducing it to cliché wellness aesthetics.

The brief itself was the starting point. Jasmina described the "Self" as an authentic experience hiding behind the image we project to others. That duality — inner truth versus outer facade — needed to be felt in the mark, not just explained on the website. The logo became a juxtaposition of two symbols. The spiral, which Jung connected to the urge of self-realisation and the process of individuation — the path toward becoming who you actually are. And the Enso, the Zen Buddhist circle drawn in a single brushstroke as a meditative act, representing the true self exposed in one moment. Merging these two created a mark that carries meaning from both Western psychotherapy and Eastern contemplative tradition, without looking like either. The website follows the same principle: warm, grounded, personal. Jasmina's voice leads the experience. The services are structured around her three areas of work — Gestalt therapy and counselling, HR consulting, and trainings — with enough clarity for a potential client to understand the approach and reach out.

ProSelf launched with a brand and a site that feel as considered as the therapeutic work Jasmina does. The logo holds up in every context — on screen, on a business card, as a favicon — and rewards closer looking. The site gives her a professional platform to present her practice, share writing, and connect with both individual clients and corporate HR departments. Built so she can add blog posts and update content on her own.