Creating a Website That Feels Like the Practice
Jennifer Salas Therapy.
Overview.
Jennifer reached out because her original one-page website no longer reflected where her practice was headed. As her service offerings expanded, she needed more room to communicate what she offered while also creating a website that better represented her practice, values, and areas of expertise.
We started by discussing the structure of the new site, her services, and what she wanted the website to accomplish. Alongside the website redesign, we also worked on a small brand development initiative to help create a more cohesive visual identity and bring the new site together.
The Brand.
We started the project by establishing a visual direction for the brand. The goal was to keep the existing name as the primary identifier rather than relying on a traditional main logo, with a color palette inspired by calming greens, forest tones, and gold accents. Once the direction was finalized, I used it to guide the visual choices throughout the website so the new design felt cohesive.
At the end of the project, I provided a brand kit with the finalized colors, typography, and other brand details, along with logo variations created during the project. This gave Jennifer a collection of ready-to-use assets she could carry into future marketing and branding initiatives beyond the website launch.
Jennifer Salas Therapy Brand Overview
The Website.
After the brand direction was established, we moved into the website design. One of the biggest priorities was making Jennifer’s services easy to understand, with clear descriptions that allowed visitors to quickly identify her specialties. Since Jennifer is the sole provider, I also wanted the site to introduce her early in the experience. For a therapist, building a sense of trust and connection begins before the first appointment, so the website needed to feel personal from the start.
Visually, we wanted to avoid anything that felt overly clinical or sterile. Jennifer’s approach is direct, warm, and compassionate, and the website needed to reflect that. I incorporated forest-inspired illustrations and photography to create a sense of warmth and calm, while the gold accent color was used strategically to draw attention to important actions like buttons and calls to action. The result was a website that feels welcoming and reflects the experience Jennifer wants her clients to have.
Trust Starts Before the First Appointment
The new website gives potential clients a clearer sense of who Jennifer is, what she specializes in, and how she approaches therapy before they ever reach out.
Warm photography, calming colors, and an approach that reflects her values create an experience that feels welcoming and reflective of the care Jennifer provides.
Creating Room for What’s Next
The expanded site gives Jennifer more room to communicate her services and specialties as the practice continues to develop and her skillset expands.
The accompanying brand kit provides reusable assets and a cohesive visual foundation she can carry into future marketing and creative initiatives.