Visual identity and website design for a psychotherapy practice
Body, Mind & Heart Psychotherapy is a practice rooted in connection, creativity, and whole-person care. Registered Psychotherapist (Qualifying) and Professional Art Therapist Kelli Johnson offers individual, family, and art therapy for children, youth, and adults in Northwestern Ontario and virtually.
The project included the development of a complete visual identity and a custom Squarespace website, designed to reflect the practice’s calm, grounded approach and create a welcoming, low-pressure experience for those exploring support.
I worked with Kelli to develop a soft, cohesive visual identity and a custom website that reflects the practice’s thoughtful, relational approach to care. The goal was to support visitors in understanding their options and taking the next step when they feel ready.
Visual Identity
The visual identity was designed to feel steady, spacious, and emotionally grounded, with a focus on warmth, clarity, and openness.
A muted, nature-inspired colour palette draws from tones of clay, moss, and soft neutrals, creating a sense of calm and approachability across both digital and print applications.
Typography balances elegance with readability, pairing a soft, expressive serif for headings with a clean sans serif for body text. Subtle typographic emphasis is used throughout to introduce gesture and warmth while maintaining clarity.
At the core of the identity is a flexible visual system built from abstract, organic shapes derived from the logo. These elements can be layered, rearranged, and scaled to create adaptable backgrounds and visual moments across the website and supporting materials.
Supporting service icons were also developed using this same visual language, offering a symbolic and non-literal way to represent different areas of practice while reinforcing a sense of movement, connection, and care.
Website Design & Build
The website was designed and built to provide a calm, intuitive user experience, with content structured to reduce overwhelm and encourage gentle navigation.
Soft transitions, generous spacing, and a consistent visual rhythm help guide visitors through the site, while expressive headings and subtle emphasis create moments of connection without disrupting readability.
A simplified call-to-action strategy directs all inquiries through the JaneApp booking system, ensuring a clear and seamless next step for visitors.
As part of the process, I also provided a series of branded background graphics that extend beyond the website itself. These assets were used within the site design and adapted by Kelli to customize the JaneApp booking interface, creating a cohesive visual experience across platforms.
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Branding & Website Design for Therapists and Counselling Practices
Whether you’re launching a new therapy practice or evolving an established counselling practice, your brand and website should communicate professionalism, inclusivity, and trust within seconds. I design thoughtful, accessible websites and cohesive brand identities that support ethical marketing, clear pathways to booking, and sustainable growth.
I understand the nuances of therapy and counselling websites: how quickly trust is formed, how essential clarity and accessibility are, and how to create a digital presence that feels welcoming without feeling generic. From cohesive visual identity systems to well-structured, search-friendly website design, each project is tailored to reflect the quality of care you provide.
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