Developing Social Skills Together
Industry: Social Services
Role: Founder & Sole Graphic Designer
Timeline: 2015 - 2017
Deliverables:
• Brand Strategy & Positioning
• Non-Profit Group Management
• Program Development & Facilitation
• Community Program Design
• Visual Identity
• Print & Digital Marketing Materials
• Social Media Strategy & Management
Am Grünen Bäumchen was a nonprofit peer support group for adults with social anxiety and social phobia. Founded in 2015 in Leipzig, it operated in partnership with the Community and Counseling Center Grünau.
The initiative provided a safe and non-judgmental environment where members could share experiences, practice social skills, and build supportive connections.
Reaching the Unreachable
The core challenge was reaching an audience inherently hesitant to be reached: shy, introverted, and socially anxious adults. The biggest hurdle was not just making them aware of the group, but motivating them to overcome their fears and actually attend a meeting and then convince them to return.
This initiative was born from personal experience. While attending existing programs for my own social anxiety, I identified a clear service gap: these resources were failing to engage younger adults, who often felt isolated and out of place.
I overcame this by leveraging the credibility and resources of the Community and Counseling Center. I utilized targeted Facebook marketing, designed empathetic materials that spoke directly to their fears, and partnered with local media to spread awareness. Most importantly, I stepped far outside my own comfort zone to lead by example, creating a consistent and safe weekly space that proved its value through reliability.
Defining the Audience
Through firsthand participation and community analysis, a clear gap was identified: local mental health support primarily served an older demographic (40-60), leaving young adults in Leipzig without dedicated resources.
The biggest barrier was the requirement for an intimidating phone call to make first contact.
A competitor analysis revealed a market-wide failure: existing groups had long waiting lists, were often closed to new members, and maintained virtually no online presence.
This insight defined the primary strategy: to become the accessible, modern alternative. Am Grünen Bäumchen would target adults (20-45) with a warm, professional visual identity to build trust and authority. Every tactic was designed for low-barrier entry, prioritizing email and Facebook Messenger for initial contact to provide a welcoming space for a neglected audience.
Design Highlights
The entire visual identity was built upon the powerful and fitting metaphor of its name, Am Grünen Bäumchen, which translates to "at the green sapling." This name was inspired by the community's own affectionate term for the Counseling Center Grünau, making it a natural and meaningful choice.
The core design concept brings this mental image to life: the logo elegantly merges a human silhouette with a young tree, symbolizing that personal growth and community support are deeply intertwined. Just as a sapling grows in a supportive environment, so too can individuals within this safe space.
This theme of organic growth was reinforced through a calming, nature-inspired palette. Soothing greens echoed the "tree" motif and evoked stability, while a warm marigold added a necessary accent of optimism. The friendly, approachable typeface and simple, solid iconography ensured the identity felt modern, accessible, and unintimidating.
Project Impact
While formal metrics were not the primary focus of this community initiative, the project's success is clearly demonstrated through its sustained engagement and powerful qualitative feedback.
The most significant outcome was the establishment of a dedicated core community of 10-15 regular members, who found a consistent and reliable safe space.
This was supported by a noticeable increase in Facebook inquiries and engagement, which served as a key channel for raising awareness and lowering the barrier to entry.
The group's impact was profoundly human-centered. We received consistent feedback that members finally felt seen, heard, and understood by their peers. The brand's welcoming and professional identity played a crucial role in building the trust necessary for this vulnerability. The ultimate result was a tangible sense of community belonging that had previously been absent for its members.
Looking Back
This project taught me that real change starts with empathy. The biggest lesson was that to help others come out of their shells, I had to step out of my own comfort zone first. Stepping back in 2017 to focus on my career was hard, but knowing the group continued to thrive without me was the clearest sign we had created something truly valuable.
Beyond that, this experience showed me how powerful design can be when it’s used to connect people. Creating a space where others felt seen and supported ended up helping me grow, too - both in confidence and purpose. It wasn’t just a project; it was a community I was proud to help start, and even prouder to have seen continue for a while.
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