Therapist Website and Brand Redesign
Black Flower Design Studio
Link to site: https://www.lighteningheart.com
Client Overview
Cherry Jones is a mindfulness teacher, consultant, parent educator, and marriage and family therapist with over 30 years of experience helping individuals and families navigate the stressors of daily life with various techniques to build skills and facilitate positive change.
Challenges
When Cherry came to us, she had an extremely dated website that hadn’t been touched in years and was focused on one element of her therapy practice. The site didn’t match her current “self” or business, nor where she wanted to go next. Cherry wanted a new, modern website that fully reflected herself at this stage in her life and career, and appealed to the audience for her new career direction.
Objectives
Build a new, visually appealing, functional website to attract Cherry's target audiences
Develop an updated and professional brand identity across her website and LinkedIn profile.
Enable Cherry to easily manage content updates (e.g., blogs, group schedules).
Scope of Work/Approach
Website Redesign
Designed and launched a brand new, modern 5-page website to showcase updated services.
Domain Migration
Migrated from Dreamhost/WordPress to Squarespace while maintaining functionality and SEO rankings.
LinkedIn Profile Optimization
Fully optimized and updated LinkedIn profile to accurately reflect updated brand identity and unique value proposition, background, and services.
The first mood board we created for Cherry had shades of pinks, greens, and blues and focused on traditional imagery around meditation, peace, yoga, and healing.
After discussing the V1 moodboard with Cherry, she liked some elements, but wanted to avoid "stereotypical" imagery and wanted a more authentic feel to her site.
Some key words that stood out from our feedback meeting were:
Not denying the dark
Safe space to connect with other people
Refuge
Support
Tools
We fully took this feedback into account and went back to the iteration board for V2!
In the second version of the moodboard, we took the idea of a "refuge" and ran with it. We took inspiration from forest and nature spaces that gave feelings of sanctuaries and safe spaces, along with a bit of a darker color palette.
Cherry loved the second version of the moodboard, and we incorporated this feel into our design stage for the website.
The CTA on every page strived to help users not feel alone and supported, wherever they were.
Results
Improved user engagement through clear navigation and visually appealing design elements
Created a holistic brand identity
Migrated from Dreamhost/WordPress to Squarespace while maintaining functionality and SEO rankings
“I feel so grateful to have worked with such skillful professionals and quite frankly, delightful human beings.
I feel very confident now that when clients seek me out they will find a quality unique website that accurately represents my mission and services. I can not say enough superlatives about working with this company. I never doubted their work or the product they were creating with me.”
- Cherry Jones
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Posted Aug 6, 2025
Redesigned a website and LinkedIn for a modern brand identity for a therapist, mindfulness teacher, and parent educator.
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Timeline
Jan 6, 2024 - Jun 6, 2024
