Kindred Wellness: Branding & Website for a Therapy Practice
A grounded, calming brand identity and website for Joseph Kindred's therapy and coaching practice; designed to connect with clients seeking support.
A Space for Becoming
Joseph Kindred is a licensed therapist and coach offering individual therapy, relationship counselling, and personal growth coaching. His practice is neurodiversity-affirming, LGBTQ+-affirming, and rooted in a social justice informed approach. He works with adults internationally via secure online video.
When Joseph approached Drake Design Studio, his online presence was scattered across multiple platforms and his original WordPress site had no real branding. It didn't reflect the warmth, professionalism, or depth of his practice. He needed a cohesive identity that would help potential clients feel safe and welcomed before they even made contact.
Services Delivered
Brand Identity
- Custom Logo Design
- Colour Theme (Sage, Cream, Taupe)
- Typography Selection
- Brand Guidelines Document
- Consistent Visual Language
Website Design & Development
- Full Site Design & Build
- Mobile-Responsive Layout
- Breathing Animation Hero
- Service Cards & CTAs
- Accessible, Inclusive Design
Accessibility Widget
- Custom-Built Accessibility Tool
- Adjustable Text Size & Weight
- Line & Letter Spacing Controls
- High Contrast Mode
- Reset to Defaults Option
SEO & Content Strategy
- On-Page SEO Setup
- Google Indexing Readiness
- Content Structure & Hierarchy
- Meta Descriptions & Tags
- Search Engine Discoverability
The Challenge
Joseph's existing web presence was fragmented. His WordPress site was bare-bones with no visual branding, and potential clients had no clear sense of who he was or what working with him would feel like. For a therapist, that first impression matters enormously; clients need to feel a sense of safety and trust before reaching out.
The site also wasn't optimised for search engines, which meant potential clients searching for affirming therapy services weren't finding him. The content lacked structure and clear calls to action, making it difficult for visitors to understand his services or take the next step.
Our Approach
We began by developing a brand identity that reflects the qualities Joseph brings to his work: groundedness, calm, and warmth. The colour palette of sage green, cream, and taupe creates a sense of natural tranquillity. Clean serif headings paired with readable sans-serif body text strike a balance between approachable and professional.
The website was designed to tell a clear story. A breathing animation in the hero section sets the tone from the first moment. Service cards, an approach section built around three pillars (Presence, Safety, Relationship), and a thoughtful content hierarchy guide visitors naturally towards making contact. Every page was built with SEO in mind, ensuring Joseph's practice is discoverable by the people who need it most.
Because many of Joseph's clients deal with accessibility needs, we built a custom accessibility widget that gives visitors control over their reading experience. Users can adjust text size, font weight, line spacing, and letter spacing, and toggle a high contrast mode; all without leaving the page. It's a small but meaningful detail that reinforces the practice's commitment to inclusive, client-centred care.
The Outcome
A Brand That Builds Trust
The new logo, colour palette, and visual language create an immediate sense of calm and professionalism. Potential clients get a feel for Joseph's approach before they even read a word.
Clear, Organised Content
Services, approach, and values are presented in a logical flow that answers key questions and guides visitors towards booking. No more scattered information or unclear next steps.
Search Engine Visibility
With proper SEO setup, meta descriptions, and structured content, Kindred Wellness is now discoverable by people searching for affirming, inclusive therapy services.
Built-In Accessibility
A custom accessibility widget lets visitors adjust text size, weight, spacing, and contrast to suit their needs; reinforcing the practice's inclusive values through thoughtful design.
A Unified Digital Presence
Joseph's scattered web presence is now consolidated into a single, cohesive website with consistent branding that works across every screen size.
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