Lindsey McKiernan
PROJECT OVERVIEW
Lindsey McKiernan is a Licensed Clinical Social Worker offering online teletherapy in Connecticut and Virginia. Lindsey McKiernan assists by providing insight, skills, and support so that you can take the steps necessary to enhance your self knowledge, and effectively meet life's challenges.
Lindsey had come to me to help redesign her website and build her presence in the health-care industry by designing her logo and building her brand.
Lindsey McKiernan is a real client
SERVICES
Branding, Web Design & Implementation, Print
The Challenge
Lindsey had reached a pivotal stage in her practice where she wanted to connect with clients who were motivated to invest in their personal growth. However, her outdated logo and lack of a cohesive brand made it difficult to attract the right clients. Without a structured brand or clear way to communicate her approach through a website, her online presence lacked the professionalism and warmth needed to draw in clients who valued self-improvement and meaningful, transformative work.
The Solution
To help Lindsey attract her ideal clients and elevate her practice, we transformed her project into a comprehensive brand identity. This included a logo suite that conveyed both warmth and professionalism, along with a color palette and typography that would communicate trust and approachability.
LOGOS
The logo visually encapsulates her therapeutic approach, symbolizing growth, self-discovery, and resilience. The central figure—an outstretched woman whose arms transform into tree branches with leaves and whose legs form strong roots—represents the holistic journey of healing and personal growth. This imagery speaks directly to Lindsey’s ideal clients, primarily women, who seek a nurturing space where they can develop deeper roots of self-awareness and reach for personal growth.
The tree metaphor was chosen to represent both stability and transformation. The roots suggest grounding, security, and support—the foundational work that Lindsey provides through therapy. The branches and leaves, reaching outward, signify growth, self-expansion, and the pursuit of one's potential.
Overall, the logo conveys Lindsey’s unique ability to foster meaningful, transformative growth, resonating with her clients’ desire for a therapeutic journey that is both rooted and expansive.
COLOR
The muted blues, greens, and beige were chosen to establish a calm, grounding presence that aligns with Lindsey’s therapeutic approach. Blue conveys trust and clarity, green symbolizes growth, and beige adds warmth—creating a balanced, inviting environment that helps clients feel safe and open to self-discovery. These colors strategically reinforce the supportive and healing atmosphere Lindsey aims to provide.
TYPOGRAPHY
The typography combines serif and sans-serif fonts, balancing stability with modernity. The serif font conveys tradition and trustworthiness, grounding the brand in professionalism, while the sans-serif font adds an approachable, contemporary touch that reflects Lindsey’s client-centered approach.
Using all lowercase in headlines was a strategic choice, aimed at creating a calm, approachable tone for clients who may be navigating difficult times. This lowercase style softens the text, making it easier to read and more inviting. The result is a typographic style that enhances clarity and aligns with the supportive environment Lindsey offers.
Key Takeaways
Establishing a brand narrative and clear, purposeful copy on Lindsey’s website was essential to attracting her target clientele. Beyond aesthetics, this messaging allowed potential clients to quickly understand her unique approach, philosophy, and dedication to collaborative therapy. The brand narrative became a powerful tool, inviting the right clients to connect with her practice and setting her apart in a way that an isolated logo or landing page alone could not accomplish. Lindsey’s new brand identity has now empowered her to attract clients who are aligned with her values, creating a foundation for impactful, long-term client relationships.