Soother Brand Identity and Website Development
Sonia Andriano
Soother
The mental health platform that makes therapy more accessible in the UK.
I can't speak highly enough of Sonia. We've ended up with a beautiful and highly functional website but the process of getting there was exactly as I had hoped it would be. Professional but friendly and very easy to collaborate effectively with - exactly what I was looking for. In our video meetings and in person meeting Sonia balanced offering her own ideas with carefully taking on board what I was looking for and I honestly wouldn't hesitate to recommend her to anyone.
- George Stevens, Founder of Soother
My Role
I was in charge of the whole project, end to end. The goal was to create a brand identity that built trust and authority in a calming, soothing way.
Like a friend who gives you a pat on the back for support.
The website had to communicate Soother's mission, explain it benefits while differentiating it from its competitors, be highly functional and easy to use.
The Challenge
Being a startup in a very early stage, it's hard to build trust without social proof.
In addition, Soother has 3 target audiences:
Employers, employees and therapists.
With limited budget and time, we had to focus on 2:
employers (who bring in revenue)
therapists (who make the platform usable)
Employees are onboarded through their employers.
The backend platform is used by employees and therapists.
With all these different personas, it's difficult to craft messaging and visuals that appeal to all of them without causing confusion.
The Process
• We kicked things off with a strategy workshop and a branding questionnaire to uncover what the business stands for, who it’s for, its mission, challenges and goals.
• Then, I started researching workplace therapy, scoping out competitors and highlighting key differences.
• My client had a clear vision of how he wanted his brand to be, but he was also very open to my suggestions and trusted my judgment.
• I presented him a colour palette different to what he had in mind initially and he was very pleased with the results.
Once the branding was done, we moved on to his website.
We talked through priorities: messaging, benefits for each audience, platform features.
I used Relume.io to speed up the wireframing process, then built the homepage mockup in Figma. After getting a revision round a few tweaks, I rolled out the rest of the pages.
Once the design was approved, I started building the website in the web builder.
The platform needed to have an easy to use backend for the founder as well as for the customers. We landed on Wix Studio which offers creative flexibility with a user-friendly dashboard and good customer support.
When the development was completed, and the platform and user-flow was fully tested, I created a handover document with walkthrough videos for the founder to be able to manage his website.
Finally, we had a call for last questions before considering the project completed.
The Results
Soother's branding received a lot of positive feedback online. Everyone loved its friendly and calming colour palette and logo mark.
The website received several form submissions in its beta launch week, resulting in a 9.2% conversion.
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Posted Jun 30, 2025
Developed Soother's brand identity and website, achieving positive feedback and a 9.2% conversion rate.
