A good friend and colleague in the Boston area, Dr. Anya Dashevsky, is launching a private psychology practice, and I had the privilege of assisting her with her marketing materials.
She had already decided on a name for her new practice: Growing Minds. She made sure that the domain name growingmindspsych.com was currently available, so we moved forward with that. She specializes in assessment of children (starting as young as 18 months) through adolescents, so she had come up with a name that conveys both the objective (minds that are growing) and the process of assisting those minds to grow and develop.
My first task was to come up with a logo. I wanted to capture that same duality, so I used two contrasting typefaces:
- a script face known as Banshee with a dynamic, organic feel, and
- Book Antiqua (Microsoft’s knockoff of Palatino), which will also be suitable for general text use in her website and business materials.
For her branding colors, I chose green to represent optimal growth, and blue to connote a calming, supportive, and trustworthy presence for the presumably-anxious parents seeking her services. (Note that blue is a common choice among medical practices as well as financial institutions.) I provided a wide range of alternative concepts, but this jewel-toned scheme was the one my client was drawn to, so I knew we were on to something!
The two-sided business card featuring the final logotype.
Next, we worked together to create a website for her practice that would provide substantive information as well as basic logistical details to inquiring new clients. We settled on a clean white background and a simple page template that would perform just as well for iPad visitors as for desktop browsers. All the text is in Book Antiqua to match her brand identity.
The finished website frontpage. Look at that smile! Click to browse the full site.
:target selector, and I had to change around the code to make it function under CSS2, but the basic structure remained the same.
The site is hosted on 1and1.com (Mr. Y’s recommended vendor for basic, economical web hosting). I had my client set up her own customer account, then went in myself to set up the domain name (growingmindspsych.com), post a placeholder page, and eventually transfer the files for the full site once the design and content were complete.
My client’s new practice officially opened this week in her Lexington, MA, office. Congratulations and best wishes for much success! (We’re still working on the coordinating brochure. I’ll post that as a follow-up when it’s completed.)