New Ground Therapy
Building a therapy brand from the ground up.
New Ground Therapy began with an idea for a private practice that felt calm, grounded, and human—without looking like every other therapy brand. From the visual identity to the website experience, each piece was built intentionally to create a space that feels approachable, professional, and quietly hopeful.
BRAND + WEBSITE DESIGN
PROJECT
Brand + Website Design
SERVICES
Brand Strategy · Visual Identity · Website Strategy · Squarespace Design · SEO
PLATFORM
Squarespace
THE STARTING POINT
Starting with little more than an idea.
New Ground started without an established brand or website—just a vision for a therapy practice that felt grounded, approachable, and different from the polished wellness aesthetic so common in the mental health space.
The challenge was to turn that feeling into something tangible: a name, visual direction, voice, and digital experience that could communicate warmth and credibility while still leaving room for the practice to grow.
THE DIRECTION
Grounded by nature. Designed to feel human.
The visual direction for New Ground grew from the idea behind the name itself: finding your footing, moving forward, and making space for change.
Rather than relying on familiar therapy and wellness imagery, the brand draws from natural textures, quiet landscapes, earthy colors, and an understated editorial style—creating an experience that feels warm and grounded while still distinctly professional.
CALM + GROUNDED
A nature-inspired palette, spacious layouts, and quiet imagery create a sense of steadiness without feeling overly soft or clinical.
WARM + HUMAN
Approachable language and thoughtful details help the practice feel personal and welcoming while maintaining the professionalism clients expect from a therapy practice.
QUIETLY DISTINCTIVE
The visual identity avoids common wellness clichés in favor of a more refined, editorial approach designed to feel recognizable without demanding attention.
A LITTLE CLOSER TO HOME
This project was personal.
New Ground Therapy is my own private practice, which gave me the opportunity to experience this process from both sides—as the designer and the business owner.
Building something for myself brought a different kind of challenge. I had to make the same decisions I ask my clients to make: What do I want this business to feel like? Who am I trying to reach? What actually feels like me—and what simply looks good?
The process was a good reminder that clarity rarely arrives all at once. New Ground evolved as I worked through the name, visual identity, voice, and website, and the finished brand feels stronger because I gave it room to change along the way.
THE RESULT
A brand and website that feel like New Ground.
The finished brand brings New Ground’s identity, voice, and services together in one cohesive experience—creating a clear and welcoming place for potential clients to understand the practice, explore areas of support, and decide whether therapy here might feel like the right fit.
More than anything, it feels true to the practice itself: grounded without feeling heavy, professional without feeling clinical, and warm without trying too hard. With a flexible visual system and website in place, New Ground has a foundation that can continue to evolve as the practice grows.
EXPLORE THE FINISHED SITE
See New Ground in action.
Visit the live site to see how the brand, content, and design come together.
HAVE A PROJECT IN MIND?
Ready for a website that feels more like you?
Whether you're starting fresh or your current site no longer fits where your business is headed, let's create something that does.