Our client offered three distinct services — grief support, counselling, and life coaching. But her website treated them as one. Visitors couldn't find themselves in it. I didn't just redesign the website. I redesigned how her clients recognised their own pain.
The challenge: Three services. Zero differentiation.
Grief counselling, trauma counselling, and life coaching are three very different emotional experiences. But most therapy websites present them in the same clinical, passive voice — leaving visitors confused about where they belong.
Our client's visitors were arriving in pain and leaving without booking. They couldn't see themselves in the website. That was the real problem.
My role: Designer. Strategist. Storyteller.
I led the brand strategy, avatar creation, UX writing, and web design. My team built it. The Billie concept — the character, the voice, the color system — was entirely my strategic direction.
Most therapy websites talk at the client. I made the client the hero of their own story — before they ever booked a session.
The strategy: Meet Billie. The visitor's mirror.
I created a single character — Billie — who transforms across three emotional states, one for each service. Each version of Billie is color-coded, visually distinct, and speaks in first-person emotional language. The visitor doesn't read about a service. They recognise themselves.
The framework follows the metamorphosis of a butterfly — caterpillar, cocoon, butterfly — mapping perfectly onto the client's healing journey.
Why it worked?
Visitors don't book therapy. They book when they feel understood.
By giving each emotional state its own avatar, color, and voice, I turned a confusing service menu into a self-guided emotional journey. The visitor arrives, sees Billie, thinks "that's me" — and clicks.
That moment of recognition is the conversion. Everything else — the booking, the call, the session — follows naturally.
The strategy behind this? I'd love to walk you through it in person.
See the work :)
The brand identity and inner pages are documented across my portfolio.