Challenge

Marco Schneider transitioned from a permanent position into self-employment with the vision of building an independent psychotherapy practice network across Munich, Stuttgart, and Hamburg. The goal was to create a brand capable of growing beyond its founder while reflecting Schneider’s unusually pragmatic and direct approach to psychological treatment. Capturing this attitude through both strategy and design became the central challenge of the project.

Solution

The name 100Fears represents the wide spectrum of psychological conditions people experience. The logo reflects the duality of the practice itself: the “100” appears geometric and structured, mirroring Schneider’s clear and pragmatic treatment approach, while “Fears” introduces a more expressive and emotional counterpart — representing the individuality of each condition and recovery journey.
As a central visual element, a collage system was developed using symbolic objects associated with common anxiety disorders. Fears are made visible and intentionally placed at the center of the communication. Nothing is hidden or softened — reflecting the founder’s direct and honest approach.

Impact

The first practice locations were quickly embraced by new patients, particularly younger audiences who connected with the more direct tone and contemporary positioning. Today, the network has expanded to three locations across Munich and Stuttgart, with a fourth location currently in development in Hamburg. High patient satisfaction is also reflected through platforms such as Jameda.

Learnings

Many industries come with predefined visual expectations and cultural conventions. Projects like this require questioning those assumptions and exploring how far a brand can move away from the established status quo. When a brand is willing to embrace a distinct and unconventional position, it gains the ability to stand out in otherwise highly standardized markets.