Alina LPCC
Making inclusive therapy accessible for everyone.
role
Branding, Web Design, Marketing
tools
Figma, Adobe CC, Wix Studio
year
Aug 2024
Links
The Purpose
Alina Halonen is a holistic trauma and addiction therapist providing underrepresented communities her expertise in psychology and first-hand experiences. Alina came to UXD Lab wanting to revamp her positioning, identity, and web presence to match the quality therapy she provides.
As the lead designer of this project, I directed our team of 3 to find what made Alina special in her highly competitive field. We utilized her key differentiators to showcase her unique and valuable approaches to therapy. Alina wanted to communicate her alignment with LGBTQIA+, BIPOC, and neurodivergent communities to let them know she was the safe space they could come to. She aims to emphasize that her therapy is tailored to their needs while fostering a safe and empathetic environment for healing and growth.
"Creating a brand and website that truly showcases my values is essential to differentiate myself in the field."
— Alina Halonen
The Research
To get an insight into the market, I surveyed the top therapist directories to find common patterns and her closest competitors. We wanted to make sure we highlighted her unique journey that her clients could relate to, positioning her as a role-model for what therapy can help them achieve.
Site Analysis
I began the design process by assessing Alina's current site to uncover opportunities to better position her. Alina originally created her site using a template on Wix. Many elements were text heavy and visually disonnected.
The original site was text-heavy with no user direction or streamlined contact form.
Alina’s personal, inclusive, credentialed practice stood out from generic competitors.
Focus on a clear, multi-page layout with summarized content and easy contact paths.
Persona Building
To resonate with target clients, a persona was developed to encompass the unique aspects of the backgrounds Alina caters to. This persona aimed to address their needs and preferences in a way that was both empathetic and personal.
Ava values identity recognition and wants to feel understood and not alone.
She seeks therapy to overcome trauma, quit drinking, and build confidence.
She’s driven by goals like independence, self-sufficiency, and emotional healing.
The Approach
The design process entaialed a full rebranding of Alina’s practice, communicating high-quality empathetic services with a person who understands what you’re going through at the very center of it. To align with Alina’s goals of attracting higher-paying clientele, we iterated on her identity until we found the balance of luxury, self-awareness, and empathy.
Branding
Alina’s rebrand balanced elegance with warmth, using a refined design system to attract higher-paying wellness-focused clients.
Muted colors and organic shapes conveyed calm, balance, and healing.
Serif type and embossed textures communicate a premium identity.
The nature-inspired logo tied the brand to wellness and growth as a reflection of healing.
Web Design
The web design phase translated the new branding to create a cohesive end-to-end experience for Alina's practice. The site has four pages that cover her expertise, services, and approachable, relatable backstory.
Introduces Alina’s practice with a calming visual tone and immediate access to her specialties.
Builds trust by highlighting Alina’s story, therapeutic approach, and inclusive values. She's not just any other therapist.
Details tailored approaches with digestible descriptions to help users find relevant support quickly.
Centralizes the booking process with a simple contact layout to reduce drop-off and increase conversion.
The Results
By translating Alina’s values into a space that felt human and credible, we helped her reach the right people. The work proved that even subtle shifts in branding, layout, and flow can completely change a client and elevate their success. When it comes to helping people, the first impression is the strongest one to have.
Feedback validated the site’s nav, visuals, and alignment with Alina’s therapeutic values.
Site traffic increased by 2000% in one month without paid marketing campaigns.
Future iterations will expand the learning platform to strengthen community engagement.
