How We Built a Soulful Brand for a Trauma-Focused Therapy Practice
Essence of the Soul Therapy is a trauma-focused therapy practice founded by Marquia Caldwell, a therapist committed to holistic healing. She wanted a brand that authentically reflected her mission to provide compassionate, culturally competent care that integrates the mind, body, and spirit.
Marquia came to me looking for more than just a logo—she needed clarity on her brand strategy, a cohesive visual identity, and tools to reach her audience effectively. Together, we built a brand that connects deeply with her clients, positions her as a trusted professional, and gives her everything she needs to grow her practice with confidence.
The result? A thoughtful, well-rounded brand and website that represents her vision and values at every level.
Understanding the Brand
The Challenge
Marquia needed a brand that stood out while staying true to her core mission. She wanted to create a welcoming, inclusive space where clients feel supported and understood. At the same time, she needed a professional identity that could attract her target audience and elevate her therapy practice.
Her vision was clear: a holistic, nature-inspired brand rooted in values like resilience, inclusivity, and compassion. The challenge was to take that vision and turn it into a practical, cohesive brand strategy.
The Solution
We started with strategy. Through in-depth conversations, we defined what Essence of the Soul Therapy stands for:
Mission: Illuminate the path to healing and resilience through a holistic approach that nurtures every soul.
Vision: Blend the tranquility of nature with human empathy to create a space for authentic growth and connection.
Values: Resilience, inclusivity, growth, support, and compassion.
We also honed in on Marquia’s unique selling proposition: offering specialized trauma support with a deeply personal, inclusive touch. Every step of the process—from strategy to visuals—focused on building a brand that reflects her purpose and creates meaningful connections with her audience.
Her audience? Diverse individuals seeking healing, with a focus on women, people of color, students, and young adults. These are people looking for more than just therapy—they’re seeking a safe, supportive space where they can feel heard and valued.
With the foundation set, we moved on to crafting the visual identity and tools to bring her vision to life.
Strategy and Foundation
We started by clarifying the core elements of the brand to ensure every decision reflected Marquia’s mission and audience.
Defining the Target Audience
Essence of the Soul Therapy serves a diverse group of clients, including people of color, women, students, and young adults. These individuals are often navigating trauma and seeking holistic healing in a culturally competent, inclusive environment. Marquia’s approach focuses on creating a space where her clients feel truly seen, heard, and valued.
Establishing the Brand’s Personality
The brand needed to feel approachable yet professional. We defined its personality as nurturing, empathetic, and authentic, with a tone of voice that is warm, compassionate, and understanding. It also needed to reflect calmness and a connection to nature, aligning with Marquia’s holistic approach.
Core Symbols and Values
To visually and emotionally anchor the brand, we incorporated two meaningful symbols:
The Spiral/Yin-Yang: Represents harmony, interconnectedness, and growth.
The Alacasia Leaf: A favorite plant of Marquia’s, symbolizing love, emotional well-being, and resilience.
These symbols tie directly to the brand’s core values of resilience, inclusivity, growth, support, and compassion. The result is a brand deeply connected to its purpose and audience.
Visual Identity
With a clear strategy in place, we created a visual identity that is both professional and personal.
Logo Suite: We designed a set of flexible logo variations to suit different uses:
A full logo incorporating the spiral and alacasia leaf for harmony and growth.
A stacked version with less detail for tighter spaces.
A horizontal version for wider formats.
A circular “stamp” logo ideal for profile pictures or small applications.
Color Palette: The color palette was inspired by nature, featuring:
Creams and whites for tranquility.
Golds for warmth and vitality.
Mossy greens and forest greens for grounding and connection to nature.
Typography: We selected fonts that balanced professionalism with approachability:
A serif font for headers to add elegance and structure.
A slab serif for body text to ensure readability.
An accent font for decorative elements that add personality.
Brand Style Guide: The brand style guide ensures consistency across all touchpoints. It includes:
Rules for logo usage across various backgrounds and materials.
Guidance on combining colors and patterns to maintain the brand’s natural, calming aesthetic.
A suggested Instagram layout to help Marquia maintain a cohesive presence on social media.
This visual identity doesn’t just look great—it communicates Marquia’s mission and values clearly, helping her connect with clients before they even walk through the door.
Website Design
With the brand strategy and visual identity finalized, the next step was creating a functional, professional website that Marquia could easily manage herself.
Platform: We built the site on Squarespace, giving her a user-friendly platform with room to grow.
Pages: The website includes everything clients need to learn about Marquia’s services and philosophy:
Homepage: An overview of her mission, values, and approach to therapy.
Services Page: Clear descriptions of individual therapy, group therapy, and trauma support.
Blog: A space for Marquia to share insights and connect with her audience.
Resources: A curated directory of wellness tools, including apps, books, and crisis hotlines.
About Us Page: A warm introduction to Marquia and her philosophy.
Contact Page: A direct link to her therapy portal through Alma, where clients can book sessions, handle insurance, and access their records.
Special Features:
Lead Magnet: We created a 30-day self-discovery challenge as a downloadable PDF to attract potential clients and grow her email list.
Email Newsletter: Using ConvertKit (Kit), we set up an automated welcome email to introduce Marquia and her services to new subscribers.
Photography: We guided her through a brand photo shoot, providing a detailed mood board to help her local photographer capture images that reflect her practice.
The website isn’t just functional—it’s a direct reflection of the calm, supportive space Marquia provides for her clients.
Brand Expansion Materials
To help Marquia connect with clients online and in person, we created a range of branded materials to support her practice.
Print Materials:
Business Cards: Minimal yet professional designs that make an immediate impact.
Tote Bag Design: Featuring her brand pattern, perfect for events and giveaways.
Event Materials: Retractable banners and a custom tablecloth for in-person events like workshops or community outreach.
Merchandise:
T-Shirts: Simple designs incorporating the alacasia leaf logo, offering both a professional look and a way to build brand recognition.
Social Media:
A collection of branded post templates to ensure consistency.
Suggestions for an Instagram feed layout to maintain a polished, cohesive look.
These tools give Marquia everything she needs to represent Essence of the Soul Therapy wherever she connects with her audience—whether it’s in person, online, or through her newsletter.
The result is a brand that’s more than just a visual identity; it’s a comprehensive system that supports Marquia’s mission at every touchpoint.
Results and Client Feedback
The Results: Essence of the Soul Therapy now has a cohesive, professional brand and website that reflects Marquia’s mission and values at every level. The project delivered:
A fully developed visual identity that aligns with her purpose.
A functional, user-friendly website that supports her therapy services and client engagement.
Branded materials to help her connect with clients online, in-person, and through events.
A lead magnet and email newsletter to grow her audience and keep potential clients engaged.
This isn’t just a brand—it’s a foundation for growth and connection.
Client Feedback: Here’s what Marquia had to say about the experience:
"It was meant to be. That’s the only way I can describe my experience. From day one, we hit it off, and our energies matched. Faye understood my needs and wants. Faye turned my vision into a beautiful reality. My smile has never faded in this entire experience. Faye is attentive, open, genuine, and a beautiful soul. If you want amazing quality service and someone to listen to your needs and turn your vision into something real, pick Faye."
Her words say it all—this collaboration was about more than just delivering a brand. It was about creating something meaningful that empowers her practice and helps her clients feel supported.
What Made This Project Successful
Deep Understanding: We took the time to understand Marquia’s vision, values, and audience, which guided every decision.
Strategy-First Approach: Starting with a strong strategy ensured the brand was authentic, cohesive, and effective.
Tailored Solutions: Every element, from the logo to the website, was designed specifically for Essence of the Soul Therapy, reflecting Marquia’s purpose and supporting her growth.
Why It Matters
This project is a reminder of what thoughtful branding can achieve. A strong brand isn’t just about looking good—it’s about building trust, making connections, and providing tools for growth. For Marquia, this brand does exactly that.
Let’s Work Together
If you’re ready to build a brand that reflects your mission and connects with your audience, let’s chat. Together, we can create something meaningful that supports your vision.
If you’re ready to create a brand that reflects your purpose and helps you connect with your audience, I’d love to help. Whether you’re starting from scratch or need to refine what you’ve built, we’ll work together to bring your vision to life. Let’s create something meaningful that supports your vision and truly represents you.
Ready for Your Own Custom Design?
Inspired by what we've accomplished with Essence of the Soul? Whether it's brand design, website development, or social media templates, we’re ready to bring your vision to life. Reach out to us and let's create something unforgettable together!
