Overview:
Dr. Ginny Liwanpo is a licensed clinical psychologist whose practice serves individuals and families navigating emotional transitions, parenting challenges, and caregiving stress. As her reputation grew, she needed a brand identity that aligned with her deeply held values: authenticity, professionalism, and a calm, grounded presence. Our goal was to create a brand system that would gently communicate her expertise while allowing her personality—and her work—to speak for itself.
My Role:
As Ginny’s creative partner, I led the development of a tailored identity system that aligned with her values and therapeutic presence. I was responsible for defining the brand’s voice and tone—confident, grounded, and thoughtful—and for writing foundational copy for her website, including the About page and key supporting subpages. I also guided the visual direction, ensuring the look and feel reflected her calm and modern sensibility without relying on trends. Throughout the process, I worked to translate Ginny’s personality into a clear and consistent brand experience, including shaping a social media framework that honored her ethical boundaries while allowing space for authentic, helpful communication.
Above: The original brand materials were minimal and largely utilitarian. They lacked the nuance, visual warmth, and cohesion needed to reflect the thoughtful, steady presence Ginny brings to her clinical work. We needed to develop a system that conveyed trust without overselling, invited engagement without being performative, and made space for both her clinical credibility and her quiet compassion.
Rebrand
The identity system was designed to reflect Ginny’s role as a steady, thoughtful presence during times of emotional transition. We grounded the visual strategy in the themes of growth, transformation, and inner peace through subtle design cues that evoke calm and clarity. Soft, organic shapes and a restrained color palette create visual space, while nature-inspired imagery alludes to renewal and the unfolding of personal change. Rather than positioning Ginny as the focus, the brand centers the client’s journey—her presence is felt through thoughtful composition, warm minimalism, and a confident yet quiet tone. The result is an identity system that mirrors the therapeutic process itself: spacious, respectful, and gently transformative.
Accomplishments:
The result is a cohesive, elegant identity system that accurately reflects Ginny’s clinical approach and personal ethos. The new brand positions her practice as a trusted and approachable resource—without noise, pressure, or pretense. It invites prospective clients into a space that feels both professional and human, while creating consistency across web, social, and future outreach materials.
