Client Overview

The Black Lady Therapist is a mental health initiative committed to empowering Black women through therapeutic support, culturally aware resources, and community advocacy. Their mission is to break the stigma surrounding mental health in Black communities while creating a safe space for healing and expression.

The Challenge

The client needed cohesive branding and a content direction that aligned with their powerful message. They wanted to:

• Build a distinct, recognizable visual identity.
• Create a professional, emotionally resonant social media presence.
• Organize and present consistent content across all channels.
• Educate, engage, and emotionally connect with their audience—especially Black women prioritizing mental health.

Our Approach

1. Brand Guidelines + Visual Identity

We developed a comprehensive style guide including:

• Fonts and typography that evoke strength and softness.
• A color palette rooted in earthy, grounding tones with purposeful contrast to highlight emotional messaging.
• Image direction: Powerful yet gentle visuals of Black women in solidarity, vulnerability, and celebration.
• Tone of voice: Affirmative, warm, and deeply relatable.

2. Social Media Design

We designed a series of branded templates for Instagram posts and stories that:

• Clearly convey complex mental health topics with compassion.
• Use powerful typographic hierarchy to highlight key messages.
• Align with brand values—representation, healing, and truth.

Key content themes included:

• Breaking the Silence: Affirmations around seeking help and being seen.
• Myth-busting posts on depression and therapy.
• Support group promotions with clear, friendly calls-to-action.
• Culturally relevant messaging with empowering visuals.

3. Strategy and Structure

We also provided:

• A social content structure focused on education, awareness, and conversion (for support group sign-ups).
• Templates the team could reuse to maintain brand consistency.
• Guidance on post cadence, caption tone, and hashtags to reach their niche audience.

Results

• A fully cohesive and emotionally resonant brand identity.
• A professional Instagram presence that now speaks directly to their core audience.
• Ready-to-use content that drives engagement, fosters trust, and promotes mental health services and programs.
• Improved clarity across their messaging and offers.

This project was not just about design—it was about creating a safe digital space that mirrors the safety and support The Black Lady Therapist offers offline. We’re honored to have helped shape a platform that uplifts, empowers, and educates Black women navigating mental health.

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