When I met Sarah Chase of the Brooklyn Acupuncture Project in early 2009 she already had a logo, so I set out to create a website that would incorporate the logo and relate conceptually to their work. At our initial meeting, Sarah mentioned the "5 Elements" in connection with her practice. These became the basis for the main site navigation. Visitors who know about the 5 elements pick up on this right away; for those who don't, the natural textures seem like a fitting aesthetic choice.