Increment Therapy
Individual and couples psychotherapy in Andersonville, Chicago, built around genuine human connection, honest conversations, and meaningful change at your own pace.
Jacqueline came to Aviso with an established therapy practice, a website she'd built herself, and plans to grow her team and fill her clinicians' caseloads. She knew what made her practice special, but translating that into a brand and website was another story. We helped bring her vision together, creating an experience that feels distinctly hers while connecting with the people she wants to reach.
Project Scope
Website Strategy • Brand Identity Refinement • Custom Squarespace Website • Copywriting & Messaging • SEO Optimization • Creative Direction
The Challenge
Therapists spend years learning how to connect with people, build trust, and help them navigate some pretty personal things. But communicating what makes their approach different through a website? That's another skill entirely.
Jacqueline knew exactly what mattered to her: genuine relationships, honest conversations, and treating clients like people, not diagnoses. She also wanted a brand that felt professional without losing the warmth, humor, and personality behind her practice.
Our challenge was to bring all of that together while making it easier for prospective clients to understand the team, find the right support, and feel comfortable taking that first step.
“Before we can design the right website, we need to ask the right questions.”
— Liz Kroft, Founder of Aviso Studios —
From Inspiration to Identity
Jacqueline knew how she wanted people to feel when they visited her website: safe, understood, and at ease, with a little whimsy mixed in. Translating that into a cohesive visual identity took some digging.
Her intake questionnaire and Pinterest board gave us two sides of the story. Some of her inspiration leaned earthy, muted, and grounded in nature. Other references were brighter, more colorful, and playful.
Rather than choosing one direction, we found the balance: nature as the foundation, whimsy as the accent.
From there, we refined her existing logo and colors, selected typography and imagery, and developed custom graphic details that brought her personality into the design without compromising the calm, professional experience her clients needed.
Designed With Purpose
A beautiful website is one thing. A website that understands the business behind it and the people using it? That's where strategy comes in.
Through discovery, onboarding, and follow-up conversations, we dug into Increment's goals, ideal clients, clinician specialties, and capacity. Jacqueline's caseload was already full, so attracting more inquiries for Alexa and Kelsey was a priority.
That shaped how we organized the services, introduced each therapist, refined the messaging, and built clear paths to inquire. We also considered local SEO, insurance information, and the questions prospective clients need answered before reaching out.
“You have truly captured the calm yet whimsical aesthetic I was hoping for…I especially love the typography choices!…The coral dotted line is also a fantastic addition; it beautifully reinforces our core message of incremental change.”
Jacqueline Gamboa
Founder, Increment Therapy
The Outcome
Increment Therapy now has a cohesive brand and website that feel unmistakably Jacqueline: warm, professional, grounded in nature, and just a little whimsical.
Beyond the visual transformation, the site gives prospective clients a clearer understanding of the practice, its clinicians, and their specialties. Thoughtful messaging, easier navigation, local SEO, and a more straightforward inquiry process all support the goal of connecting the right clients with the right therapists.
Most importantly, Jacqueline has a stronger foundation for filling her team's caseloads and growing the practice without losing what makes Increment, well, Increment.
HAVE THE EXPERTISE, BUT NOT THE BRAND TO MATCH?
Let’s figure out what you’re building.
If your business has evolved, your ideas are all over the place, or your current brand and website simply haven't caught up yet, this is exactly the kind of work I love.