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PROJECT OVERVIEW
CLIENT BIO
Anna Filipski is a Florida-based mental health counselor for women going through big transitions such as motherhood, career changes or menopause.
VIBE
Feminine, strong, empowered, soft, warm, refined, calm
GOALS
For the right clients to find her and to commit to working with her. To shift from insurance-pay to private-pay.
DELIVERABLES
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Brand strategy Document
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Position statement
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Moodboard
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Color Palette
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Fonts
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Logo
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Submark
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Custom Patterns
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Business Cards
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Stationary
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Website design
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SEO
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Specialty Pages
The backstory
Anna Filipski came to me at a time she was transitioning her therapy practice to private pay. She needed marketing that stood out as she made the shift from working through insurance companies to directly to consumers.
Anna has been in practice for 20 plus years and had a clear idea of her target market.This helped in crafting a brand that resonated with her perfect-fit clients. She wanted her branding and website to resonate with her target market and make them feel seen and heard. Her hope was that these marketing assets would portray her as trustworthy, professional and genuine.
We worked together to craft a complete brand suite, website and copy to accomplish this.
She was nervous at the start, wondering how it was all going to come together. But she told me the end result was beyond her expectations. We have since continued working together by creating new landing pages for her website.
Bring on the transformation ...
BRANDING
Style Inspiration
The Branding Process
We wanted Anna's brand to feel like a safe place, while also feeling inspiring and empowered.
For style inspiration, we looked for photos that were refined, but also cozy.
Her ideal clients are high achievers and driven women who feels isolated but wants to overcome past hurts and traumas.
Because Anna is the primary brand, I concentrated on logo concepts that were word marks, meaning we used her name. Again, the goal was for it to feel professional but also relatable.
For her fonts, I used an accent font that looked like a medical signature. But I balanced it with a classy serif for her title font and a simply elegant paragraph font.
I loved the patterns that brought in ideas of wholeness, DNA and connectedness.
Logo
Brand guide
Typography
Business cards
WEBSITE
The Website Process
Anna didn't previously have a website, so we were working from a clean slate.
She had stunning branding photos done right before our project, which really helped her site shine.
Our goals were to make it easy for potential clients to learn more about Anna's philosophy and book their first consultation.
Initially, we kept her services simple, but later she returned to flesh out specialty pages that were really specific to her ideal client's needs.
Overall, her site helps her shine in her authority and professionalism, but also feels welcoming, safe and warm.
Client Feedback
"EVERYTHING JUST WORKS SO BEAUTIFULLY TOGETHER"
Everything looks and feels so beautiful, especially my brand board, color palette and fonts. Everything just works so beautifully together. I am feeling more hopeful that my ideal client can and will find me and realize that I am a good fit for them simply by looking through my website.
Anna Filipski, Anna Filipski Counseling
