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Branding for Therapists
On this page you will find:
What I offer
Leaf & Line provides brand identity design, tone of voice development, and social media direction for therapists, psychologists, and counselling practices.
Each project starts with a conversation about your practice:
who you work with, what makes your approach distinct, and what your brand needs to do.
On collaboration
I take on a small number of therapy branding projects each year. This is intentional, so that every practice gets my full attention, from the first conversation to the final file.
There are no long contracts. Projects are invoiced in two stages: 50% to begin, 50% on completion. I work remotely with practices across the world and all communication happens via email and video call.
If you have a specific launch date or moment you're working toward (a new website going live, a practice rebrand, a move into private practice), please mention it when you get in touch and I'll let you know what's possible.
Every part of the work is developed by hand, through conversation, thinking, and drawing.
The process is collaborative and human, reflecting the way you work with your clients, and that should be carried through into how your practice is presented.
It’s a quality that can’t be found in prompts. It comes from human attention and care.
As an artist and a professional branding expert, I am against using generative AI in client work. While AI has many advantages in other fields, outsourcing creative thinking, even if just “brainstorming visuals” does not bring any value to the process, it only creates confusion.
My role as an expert is to take your work to the next level, based on our conversations, shared photos, or what bothers you at 3am when you think about your practice.
I don’t work with clients who come to me with a visual direction “all figured out”, just needing “some polish”.
I work with clients who are not afraid to say: “I don’t know yet” or “I’m unsure.”
Brand Foundations
Starting at $1,500 (£1,200)
Typical project: $1,800 — $2,200
Timeline: 3–4 weeks from project start
For new or early-stage private practices, or practitioners who need to bring order to an existing identity.
You have a practice. You need a brand that looks professional, communicates clearly, and gives you a consistent starting point across every platform. Brand Foundations delivers a complete visual identity system — built on strategy, not guesswork.
What's included:
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Brand strategy session
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Primary logo and variations (horizontal, stacked, icon)
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Colour palette with usage guidelines
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Typography system
- One-page brand guidelines document
- All file formats (SVG, PNG, PDF, EPS)
- Two rounds of refinement
- Handover call
Not included: Tone of voice, social media direction, stationery design, extended applications. These are available in the Full Brand Identity package.
Full Brand Identity
Starting at $3,000 (£2,500)
Typical project: $4,000 — $4,500
Timeline: 5–7 weeks from project start
For established therapists and psychologists ready to invest in a complete brand system — one that works visually and verbally, online and off.
This is the most complete version of what I do. A full brand identity for a therapy or counselling practice covers not just how you look, but how you sound — your tone of voice, how you describe your work, and how you show up on social media in a way that feels professional and natural rather than forced.
This is the package most of my clients choose.
What's included:
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Everything in Brand Foundations
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Extended brand strategy (positioning, ideal client profile, competitive landscape)
- Tone of voice guidelines — how your practice communicates in writing
- Social media direction — what to post, how to sound, how to show up professionally without performing
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Content pillars aligned with your specialism and ideal clientele
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Business card and stationery design
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Social media profile templates
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Extended brand guidelines (full document)
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Three rounds of refinement
- Handover call
Brand Advisory
Starting at $6,000 (£5,000)
Typical project: $7,500 — $9,000
Timeline: 7–10 weeks from project start
For group practices, practitioners repositioning their work, or specialised niches that require deeper strategic thinking.
Some practices need more than a visual refresh. They need to think clearly about who they are, who they serve, and how they communicate that — before anything is designed. Brand Advisory is for practitioners building something larger, more complex, or more strategically considered than a standard private practice identity.
This includes everything in Full Brand Identity, plus the strategic layer that makes it coherent at scale.
What's included:
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Everything in Full Brand Identity
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Positioning and naming strategy
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Niche audience targeting — building a brand that speaks directly to your specific clientele (veterans, men, adolescents, menopausal women, high-achieving professionals, etc.)
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Multi-practitioner brand system (for group practices)
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Multi-platform social media strategy
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Website design direction
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Ongoing brand consultancy (3 months post-handover)
- Priority turnaround
BESPOKE & À LA CARTE
Not every practice needs a full package.
Some practitioners come to me with something specific — a logo they love but a visual system that never got built around it. A brand that's mostly right but needs a social media direction document. A practice that's been running for years and just needs the collateral to catch up.
If your situation doesn't fit neatly into one of the packages above, get in touch anyway. I'm open to scoped projects built around what you actually need.
Examples of standalone work:
Brand refresh — updating or evolving an existing identity without starting from scratch
Social media direction document — content pillars, tone of voice, what to post and how to sound, built around your specialism and ideal clients
Social media templates — a set of on-brand, editable templates for Instagram and other platforms
Tone of voice guidelines — how your practice communicates in writing, from website copy to email sign-offs
Brand guidelines — documenting an existing identity so it can be applied consistently
Stationery and collateral — business cards, welcome packs, appointment cards, letterhead
Single-platform audit — an honest assessment of how your current brand is performing online and what to change
Bespoke projects are quoted individually based on scope. If you have something specific in mind, describe it in the enquiry form and I'll come back with an honest assessment and a clear price.
Frequently asked questions about brand identity for therapists
In private practice, clients often choose between several therapists online.
Clear, professional branding helps:
- communicate trust and credibility
- reflect your specialism
- differentiate your practice
- and make it easier for the right clients to choose you
A brand consultant for therapists helps define how a practice is positioned, how it looks, and how it communicates.
This includes:
- brand strategy
- visual identity design
- tone of voice
- and online presence
The goal is to create a brand that reflects the quality of the therapist’s work and attracts the right clients.
Most branding projects for therapists take between three and seven weeks from the project start date, depending on scope.
Brand Foundations typically takes three to four weeks.
A Full Brand Identity project takes five to seven weeks.
Timelines depend on feedback and communication. Therapy practices with a clear brief and responsive input tend to move faster.
Yes. For therapists and counselling practices, brand strategy is what makes a logo meaningful.
A logo without strategy is just a visual mark.
Strategy defines:
- who your practice is for
- what it needs to communicate
- and how it differs from other therapists or psychologists
Every project includes brand strategy to ensure the identity reflects your practice properly.
Yes. I provide social media direction specifically for therapists and psychologists.
This includes:
- what to post
- how to communicate professionally
- how to show up consistently without feeling performative
The guidance is tailored to your client group and specialism, so it’s practical and usable immediately.
Most logo designers focus on creating a visual mark.
I work specifically on branding for therapists and build complete brand systems — including identity, tone of voice, and social media direction.
The result is a brand that works across your website, directories, and social platforms — not just a logo in isolation.
A logo is one part of a brand.
A brand identity for a therapy practice includes:
- visual identity (logo, colour, typography)
- tone of voice
- messaging and positioning
- and how your practice presents itself online
This is what allows potential clients to recognise, trust, and choose your practice.
Yes. I work with therapists, psychologists, and counselling practices internationally.
All projects are delivered remotely in English.
Clients are based in the UK, EU, US, Canada, and Australia.
Pricing is available in GBP, EUR, and USD. VAT invoices are available if required.
Some therapy practices already have a logo but need a stronger overall brand identity.
I can assess whether your existing logo can be developed into a full system, or whether a complete rebrand would be more effective.
You’ll get a clear, honest recommendation based on your situation.
If you’re starting a private practice: Brand Foundations
If you’re established and want to reposition: Full Brand Identity
If you run a group practice or have a complex offer: Brand Advisory
If you’re unsure, describe your practice and I’ll recommend the right approach.
Ready to start?
Looking for a brand that reflects the quality of your therapy practice?
If you've been putting off doing something about your brand — this is the right moment. Enquiries are reviewed personally. I'll come back to you within two working days with an honest view on fit and next steps.
→ Start a project