Project
Maria Crespo
Psychologist Maria Crespo's career has evolved from child therapy to a focus on adolescents and adults. Her visual identity and website are inconsistent with her new professional direction.
- UX Research | Branding | Diseñadora UI - UX | WordPress
- 2022
- Goal
Connect emotionally with your current audience and convey the values that guide your therapeutic practice.
Research
Identify needs and problems
The old brand, whose image I show below, had a more technical than human visual style. It does not convey empathy and comes across as generic.
I conducted a series of interviews with María to understand her history, work philosophy, vision for the future, and her core values as a therapist.
I also analysed her current clientele and their needs over time.
This process included:
- Interviews and questionnaires with the client.
- Analysis of benchmarks and competitors in the field of youth and adult psychotherapy
- Benchmarking of websites in the health and wellness sector.
- Emotional and archetypal exploration of the bra
- Discoveries
Key Insights:
Digital experience:
- The importance of creating a home page and content structure focused on answering a key user question was identified: ‘Will you be able to help me with my issue?’ For this reason, an empathetic narrative was prioritised.
- The contact form and calls to action were designed to be gentle and accessible, avoiding a commercial tone. The experience should be inviting, not imposing.
- A clear information architecture, plenty of white space, and friendly microcopy were used to make navigating the site a calm and clear experience in itself: consistent with what María offers as a therapist.
Visual Identity:
- Teenagers and young adults value close, empathetic and up-to-date communication.
- The visual language had to balance warmth and trust without resorting to clinical aesthetics. This was key to connecting with a young audience at times of vulnerability.
- María's personality had to be subtly reflected, highlighting her warmth and professionalism.
DEVELOPMENT
Rebranding
The new branding was developed with the aim of communicating authenticity, attracting the right audience, and clearly positioning itself in a new segment.
- Main elements
- Pastel colour palette
- Fonts with low contrast and close spacing
- Minimalist isologo symbolising sunset
- Handdrawing to express warmth in communication
DEVELOPMENT
Web Design
The construction of María Crespo’s website stemmed from a clear need: to align her digital presence with her professional evolution and her new brand identity.
The main challenge was to design a website that conveys trust, closeness, and support from the very first contact.
Methodology:
- Creation of competitive audit
- Wireframe Design - Figma
- High-fidelity prototype design - Figma
- Maquetación en WordPress
- Cross-browser testing
