Brand identity & Website design

Kate Wheeler Psychology

Overview

Kate Wheeler is a Brisbane-based psychologist working with individuals and couples seeking to improve their quality of life and relationships. Having built her practice within a group setting, Kate reached a point where her work had outgrown the infrastructure supporting it. She was ready to establish her own brand presence and be sought out on her own terms.

The Goal

Kate came to So Swell Studio with a clear sense of where she was headed, even if the brand to match it didn't exist yet. She wanted to move away from relying on a group practice to funnel clients her way and begin building a reputation that would draw people to her specifically, whether that was individuals, couples, or the referrers who connect clients to the right providers.

The brief called for:

A warm, considered brand identity that reflected her approach and resonated with her audience
A professional online presence that would serve both existing clients and new ones finding her for the first time
A foundation strong enough to support where she's headed, including longer-format work, intensives, and the kind of practice that isn't confined to an office calendar

The goal was a platform for a practice built around genuine impact.

The Approach

Through a collaborative brand workshop, we started by getting under the surface of what Kate does and how she thinks about her work. The resulting identity is warm and earthy, with a visual language that feels considered without being clinical.

A custom tree graphic sits at the heart of the brand, symbolising growth and care without being heavy-handed about it. It gives the identity something distinctive to anchor to, something that feels personal to Kate rather than borrowed from a template.

The overall brand communicates trust and depth without leaning on the predictable visual cues of the wellness industry. It feels human, which for a psychologist building a practice on genuine connection, matters more than most things.

The Squarespace website was built to do a specific job: give potential clients and referrers a clear, professional picture of who Kate is and how to work with her, while giving Kate a presence she could point to with confidence as her practice grows.

The Outcome

Kate launched with a brand and website that positions her as an independent practitioner. The visual identity gives her the credibility to move away from volume-based referrals and toward the kind of reputation where clients and referrers seek her out specifically.

The brand was also designed with the long view in mind. As her practice evolves, whether that's intensives, couples retreats, or something else entirely, the foundation is already there to support it.

If you’re looking for a brand designer in Brisbane to create a strategic and cohesive identity, get in touch.