Role: Art Direction, Design
Caleb Wilson is a practicing massage therapist in Portland, OR who needed a business card that moved beyond the conventional visual language of the massage industry.
The goal was to create a simple yet bold design that conveyed serenity, tactility, and resonance. Inspiration came from fingerprints—an immediate symbol of touch—and from ripples, which evoke calm, flow, and presence.
The final design features an enlarged fingerprint treated illustratively to soften harsh details, allowing it to read simultaneously as a fingerprint and as ripples in water. This graphic element functions both as a focal point and as a repeating pattern on the back of the card. A cerulean blue palette and circular motifs unify the system and reinforce a sense of calm and continuity.
In print, the card was produced on soft-touch stock with rounded corners, and finished with an embossed gloss over the fingerprint and circular elements to enhance its tactile quality. A QR code links directly to Caleb’s booking page, making scheduling seamless.
The result is a functional, memorable business card that invites touch, feels intentional in hand, and reflects the experience of Caleb’s practice.
