Aaron Neaves Clinical Psychology (Now known as Neaves & Menne) is a clinical psychologist specialising in children’s cases and needed a new identity to represent his practice. Fiercely maternal (and paternal), elephants will protect and nurture their young at all costs. A symbol of wisdom in Asian cultures and also known for their memory, intelligence and ability to grieve, elephants are thought to be on par with cetaceans and hominoids. Aristotle once said the elephant was “the beast which passeth all others in wit and mind”. Couple this with the playful use of the jigsaw puzzle and we have an identity that perfectly reflects Aaron Neaves’ empathy, understanding and interaction with children.