Maide is a clinical psychologist specializing in eating and body image disorders. Having worked as a human resources specialist in corporate settings for over a decade, she gained extensive insight into high-functioning executives who suffered from eating disorders as a way to manage stressful work environments. She wanted to pivot her practice to provide targeted consulting services directly to this demographic.

To establish this new direction, she needed a personal website that would clearly illustrate her clinical work, showcase her writings, and serve as a professional touch-point for prospective clients and consultants.

She hired me to design a site and write the copy that would reflect her unique expertise and speak directly to her ideal clientele. The process began with a detailed questionnaire that asked her to reflect intentionally on her brand and unique skill set, paired with a Pinterest moodboard to capture her visual preferences. During our kick-off call, we analyzed the common threads in her pins—fun illustrations, handwritten doodles, organic and rounded shapes, and neutral backgrounds with eye-grabbing accent colors.

We agreed to use these specific elements to create a highly intentional art direction designed to offer a visual reprieve—inviting her highly-driven, executive clientele to step away from rigid perfectionism and embrace a sense of ease and fluidity.

After presenting the custom color palette and homepage layout, she was visibly thrilled to see a plan that felt so deeply personal to her practice. I translated this vision into a custom Squarespace site with a fast, one-week turnaround and only minor revisions. Key pages—including the Homepage, an About page detailing her clinical and private sector experiences, a Blog featuring informative pieces on eating disorders with an email marketing CTA, and a Contact page—ensure that her audience can easily navigate her resources and connect with her work.