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Mental health website design + branding for nyc psychotherapy practice.

Collage of images with text 'the practice.' in different styles and colors, portrait photos of diverse smiling people, business cards, and an interior shot of a cozy room with a flag and wall art.

A complete brand and Squarespace site, built from scratch for two therapists opening their own practice - starting with the exact clients they wanted to reach.

Before a single color or font, we asked the question most designers skip.

  • THE PRACTICE ⎯ RELATIONAL PSYCHOTHERAPY, NYC

    The Practice Therapy is a relational psychotherapy practice focusing on its clients’ mental health in NYC. Lovely Grit worked with their team of therapists to build branding from the ground up, by finding their voice through messaging & positioning and finding their visual identity for their custom-built website on Squarespace.

  • Health + Wellness, Mental Health

  • New brand, from zero

  • Branding · Positioning · Messaging · Squarespace Website Design · SEO

“Who, exactly, are you trying to reach?"

Not anyone in NYC who needs therapy, the specific person who'd feel at home with The Practice's relational, real-talk approach. What they're worried about. What makes them hesitate to reach out. What would make them feel safe enough to book.

Positioning first, pretty second. That's the difference between a practice that looks nice and one that attracts the right clients.

THE BUILD

Every element, built from zero.

  • Pyschotherapists Build Private Practice in NYC

    01. POSITIOINING

    We started with the exact client they wanted to reach, what worried them, what made them hesitate, what would make them feel safe enough to book , and built everything to speak to that person.

  • Colorful grid pattern with the phrase 'the practice.' written multiple times in different fonts and sizes across various colored squares.

    02. BRAND

    Logo, color, and custom typography that signals calm without disappearing into the sea of sage-green sameness. A look as real as the work behind it.

  • Two people shaking hands, one wearing a striped button-up shirt and the other wearing a white t-shirt, against a plain, beige background.

    03. VOICE

    Warm, direct, unmistakably them, anchored by a line that says it all: "Real People. Real Talk. Real Therapy."

  • The image features a website homepage for 'the practice,' a mental health and therapy service. It displays a large photo of a diverse pair of therapists, a man with glasses and a woman with curly hair, against a neutral background. Text on the site emphasizes real people, real talk, and real therapy, with navigation links such as 'The Story,' 'The People,' 'The Approach,' and 'The Info.'

    04. WEBSITE

    A custom Squarespace site engineered to do one thing: turn a nervous first-time visitor into a booked client — beautifully, on every screen.

  • Screenshot of The Practice website homepage with sections on approach, therapy theories, client types, and upcoming news, including images of diverse people and a navigation menu.

    05. SEO + LAUNCH

    Built to be found by the right clients from day one, so a brand-new practice didn't launch into silence.

  • Psychology Practice Website Design NYC NJ
  • Psychology Practice Branding
  • A website homepage for a therapy practice featuring images of diverse people, text about mental health, therapy services, and contact information.
  • A woman with dark curly hair, wearing glasses and a black turtleneck, standing against a plain green wall, smiling with one hand on her hip and the other resting on her thigh.
  • Home page of a website titled 'The Practice' with sections about therapy approach, client demographics, theories, and focus areas, along with images of diverse individuals and a footer with contact and social links.
  • A man smiling, wearing a brown jacket over a white shirt, beige pants, and a brown belt, standing against a plain beige background.
  • The webpage introduction of Anna Resnikoff, LCSW, a licensed clinical social worker, featuring her photograph and biography, with sections for clinical services and personal interests, a call-to-action button to get started, and social media links at the bottom.
  • Close-up of two people, one with curly black hair and the other wearing glasses with short hair, arm around each other, smiling, black background, part of the phrase "the practice" visible.
  • Multi-colored background with blocks of pink, yellow, black, blue, and cream. The text 'the practice.' is written multiple times in different fonts and sizes across the blocks.
  • Business card for Clint Laird, co-founder, clinical director, lead therapist, with contact details, positioned on a light background next to a light yellow card with partially visible black text reading 'the practice'.

NOTEWORTHY COPY

Real people. Real talk. Real therapy.

A geometric design with colored rectangles in pastel shades of pink, yellow, and blue, and a black rectangle, each containing the phrase 'the practice.' in different fonts and styles, arranged in a grid pattern.

We worked with The Practice to design unique branding + messaging + voice for their psychology practice in NYC.

Website homepage for a mental health practice featuring images of diverse people, therapy service information, and contact form.

Our team of website designers incorporated a sleek color palette and custom typography into their squarespace website design.

A beige background with the phrase "the practice." written in black, with "the" in bold and "practice" in italics.
Website homepage for a mental health practice featuring images of diverse therapists and clients, with sections about therapy types, client stories, and contact information.
A website homepage for a mental health practice featuring images of diverse people, a contact form, and practice options.
A woman with curly black hair and glasses wearing a black long-sleeve turtleneck and black skirt, standing with one hand on her hip against a muted green background.
Close-up of a business card for Clint Laird, Co-Founder, Clinical Director, Lead Therapist, with contact details, placed on a white surface.
A man wearing a brown jacket over a white shirt, with beige pants, smiling and standing against a beige background.

W O R K W I T H U S

Your practice deserves a brand as real as the work you do.

Taking a therapist’s vision and turning it into a brand and website that fills a caseload from day one. No insurance directory required. Wondering if your site is set up to book clients?

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