Dr. Ginny Liwanpo

Brand Strategy, Messaging & Marketing Support

Overview:

When Ginny and I first talked about her practice, what stood out immediately was her quiet strength. A licensed clinical psychologist in Newport Beach, Ginny offers psychotherapy for adults, children, and families. She specializes in life transitions—parenting through divorce, caregiver fatigue, and the emotional weight of being everything for everyone. What she wanted was simple on paper, but difficult in practice: to move her business from an insurance-dependent model to one that prioritized quality over quantity—private-pay clients who valued the kind of deep, personal care she provides.This wasn’t just about marketing. It was about helping Dr. Liwanpo take ownership of her brand, define her worth, and grow into the premium, highly respected provider she already was. It was about giving her the tools—and the confidence—to move forward.

My Role:

I took on the role of creative strategist and designer, partnering with Ginny to bring clarity to her brand and focus to her goals. We worked closely—this was as much emotional coaching as it was business design.

Before the Redesign: Dr. Ginny’s original website lacked warmth, clarity, and mobile responsiveness, making it difficult for prospective clients to connect with her expertise and approach.

The Challenge:

Ginny’s patient load had been a mix of insurance and private-pay, but the imbalance was draining. Insurance paid less, required more paperwork, and limited the flexibility she needed to offer truly customized care. Ginny had one private-pay patient and a clear goal: shift to at least 80% private-pay by 2027. But she didn’t just want to raise her rates—she wanted to earn the trust of patients who would invest in the experience she offered. That meant refining her brand, aligning her messaging, and developing a clear growth strategy that respected her values and comfort zone.

Redesign