Catherine is the owner and founder of ChiKids Speech & Feeding Therapy. While she wasn’t sure that a rebrand is what she needed at the time, she did know her speech therapy website design needed help. Catherine is determined to help parents overcome feeding challenges such as picky eating to speech delays in hopes to make mealtimes feel stress-free. In this blogpost, we’ll be discussing the challenges Catherine faced, how we became their strategic design team and where we left off.
Why Branding Matters for Speech Therapists
As mentioned, Catherine wasn’t fully sold that she needed a rebrand. She had a logo that did the job. But, that was all she had– a logo. As the strategic design team for our private practice clients, we discussed how we’d recommend fully committing into the rebrand and giving her practice the brand it needed to thrive.
Catherine wanted an online presence that made parents feel understood, seen and called to work together. Her existing website was functional, but it wasn’t building a trusting relationship with potential clients.
Pediatric practices like ChiKids need branding to establish the balance of professionalism and playfulness with clients. While you are targeting the parents of these kiddos, your brand should also feel fun and youthful, so they know you’ll be good with their kids, too.
Chi Kids Speech & Feeding: Their Brand Vision
There wasn’t anything wrong with Catherine’s logo. It was a logo that did all the things she wanted it to– had a star for the Chicago Star and had bright colors for kiddos.
What we wanted to communicate to Catherine was that while this logo was fine, fine wouldn’t cut it if she wanted to scale, grow and make more money. Private practices that DIY their branding or choose to not invest in branding at all tend to connect less with ideal clients. As much as we don’t want to spend money on “unnecessary” things in our businesses, your branding is not one of those. You need to invest in it!
Catherine wanted a brand that did a better job at meshing playfulness with a polished look. She loved pinks and brighter colors, but felt that within her industry, it wasn’t wildly seen.
Hint: if you find yourself in a space where specific colors + fonts aren’t used in your niche – that’s a golden nugget! This creates space for you to really stand out!
The Branding Process: From Concept to Playful Identity
Our designer Madison took lead on this project for ChiKids. As a team, we reviewed Catherine’s intake questionnaire to denote consistencies in her Pinterest Board, color preferences, likes/dislikes and website notes.
We always hop on a kickoff call to discuss your intake form + talk through any ideas you might have for your branding. For Catherine, she wanted to keep the star in her brand. We made note.
This branding turned out to be the perfect mesh of bright colors, with a toned down hue. For an example, in many childcare or pediatric places you’ll find bright reds, yellows, blues and greens. In the brand world, it’s hard to make these colors work cohesively because they are all primary colors. Instead of following that route, Madison decided to go the muted, neutral tones of some of these hues for this speech therapy branding and we loved it!
Her first response after viewing the initial concept was, “I absolutely love it! It is exactly what I was looking for— playful, clean, happy!”
Speech Therapy Website Design: Building a Parent-Friendly Experience
Thinking through her ideal clients (parents of kiddos who struggle at mealtimes), we had to put their needs first when it came to the design of the website. Catherines speech therapy website design paints a picture of a happy home environment. At the end of the day, both parents and child wants to be happy in the kitchen.
Key Features That Make This Website Shine
The second thing we prioritizes was a “no questions asked” approach on where they should go to find out more information. We gave two options on her “work with me” dropdown menu which targeted two different people. Feeding support targets parents and brand partners are big brands that may want to work with Catherine in partnerships.
I loved this section on her homepage. It clearly outlined what each of her feeding service offerings were and gave a call to action right after for those who might be interested.
With many private practice websites that are DIYed, they are overcomplicated. People try to over describe their service offerings to a point where it feels exhausting to read it all. At Studio Adagio, we do our best to avoid decision fatigue so that users can easily reach out to you without second guessing.
We’d like to encourage you to do an audit of your own website and ask yourself: is this easy to know where to go next? If you’re unsure, sign up for a free branding and website audit HERE. We’d love to help!
The Final Result
At the end of our project for ChiKids, we had a brand that Catherine didn’t feel just “fine” with. She felt in love with the visuals and excited to create other PDFs and collateral items for her audience.
Hint: when you have a brand you actually love – content creation becomes fun! Say goodbye to the content rut and hello to confidence and ready to post again!
Catherinewas so generous to leave our team at Studio Adagio a review. Here’s what she had to say post project:
“I absolutely loved working with Chloe and her team and absolutely love the new Studio Adagio!! This team brought my vision to reality even better than I could have imagined! They were organized, easy to talk to, responsive, talented, and so hard working! I love my new branding and website!!”
If you are a clinician ready to take the leap into having a design partner, apply to work with us! When you fill out your application, it comes directly into my (Chloe) inbox. We’ll respond to you within 48 hours to schedule a call with myself and our Studio Manager Cortney! During this call, you’re able to ask questions, learn about our process and see how everything would be if we were to work together! No commit needed.
Are you a pediatric speech therapist searching for a new website?
At Studio Adagio, we love working with private practice clinicians. Lately, we’ve had tons of registered dietitians and therapists enjoy working with our team. If you’re a pediatric speech therapist like Catherine and would love to partner together, review our portfolio or apply to work with our team.
Branding, SEO and website design all work together to create brand awareness for your practice. Not only does it help you to grow confident, but it helps other to grow confident that you are the right fit for their needs.