Counseling for the Culture

Client's Name


Project Scope

- Brand Strategy

- Photoshoot Direction

- Visual Identity Design

- Website Copywriting

- Website Design

- Showit Website Development

- E-Commerce Shop Design

- Shopify Integration

- Social Media Graphics

Project Timeline

8 Weeks

Brand Personality

Inviting, Playful, Relatable

About The Brand

Counseling for the Culture, owned by Autumn Goodson LPC NCC, offers professional counseling and consulting services.

Project Challenge

Autumn hired The Rebrand Lab as she prepared to transition from her job at a group practice to opening her own private practice. After years working in the mental health field, she had gained a deep understanding of which clients her personality and therapeutic approaches are most effective with – and which clients she enjoyed working with the most.

Our challenge was helping Autumn attract this specific type of client – anyone who identifies with being a dreamer, high achiever, or an individual that prioritizes being culturally competent.

Autumn is also an advocate of redefining the narrative of counseling. She wanted her potential clients to understand that therapy does not have to feel overly formal or unapproachable, it can feel relational – like catching up with a friend. So, we needed to create a brand and website that would fully support this mission.

Project Results

The new Counseling for the Culture brand helps create a sense of connection between Autumn and her prospective clients from their first online interaction with her, helping to shed the “therapy is scary" mindset.

From her "I'd want to hang out with her" photography to her "this counselor just gets it" copywriting, everything came together full circle.

Almost immediately after launching, Autumn's ideal clients starting inquiring and Counseling for the Culture was quickly booked to capacity. Autumn has since had several speaking and consulting opportunities that mentioned the credibility her website built was a deciding factor in them reaching out to her.

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A Deeper Perspective

A large percentage of Autumn's business inquires are driven from her social media accounts. To help keep the transition from her social media accounts to her website consistent, we branded as much of her client experience as possible, including a custom quick links page to replace her need for a 3rd party site like Linktree.

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From The Client

"Working with The Rebrand Lab and Domanique was an absolute joy! They took my vague ideas and turned them into a beautiful and cohesive brand that reflects my work and speaks directly to my ideal clients. I was amazed at how quickly they understood what I wanted and were able to bring it to life. What I appreciated most about working with Domanique was how she ensured my voice was always at the forefront of the process. She never let industry jargon or trends overshadow my perspective and approach to therapy. She clearly understands the importance of creating a personalized, relationship-focused experience for my clients. I'm grateful to have worked with an agency that cares so deeply about their clients' success."

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