A brand identity and website for Catherine Melo, LCSW

Catherine Melo is a Licensed Clinical Social Worker with 35 years in practice, based in Vancouver, Washington. She specializes in EMDR trauma therapy and Imago couples work, seeing adults in person and by telehealth across Washington, Oregon and California.

A complete brand identity and six-page Webflow website for an established therapist with no existing online presence. The work spanned brand strategy, a custom logo system, copywriting, web design and development, and local SEO setup, built to help her stand out in a saturated market and be found by the right clients.

Catherine's caseload had dropped as her referrals from directory listings slowed, and she had no website to catch people searching for her. She also faced a branding problem she named herself: every therapist website looked the same to her, all soft palettes and script fonts, and she wanted to look different without knowing how. She had no logo, no brand, and no professional photography to start from.

I led with strategy before design. Her real differentiators, 35 years of experience, a rare combination of EMDR and Imago therapy, and a philosophy that her clients "graduate," became the organizing idea: Finish the Work. From there I built a distinctive forest-green-and-rust identity and a custom logo system centered on a greyhound mark that curls into a "C" for Catherine, drawn from the dogs she's kept for years. The six-page Webflow site pairs conversion-focused copy in her own voice with local SEO across her three licensed states, plus analytics and a compliant privacy setup.

Catherine launched with a brand and website that look nothing like the therapy sites she was tired of, built around a genuine strategic difference rather than decoration, and written in a voice unmistakably hers.

Her response-

"You have totally gotten me."