Bernadette Chavez Piñon is a Licensed Professional Counselor in Austin, Texas, and when she decided to open a private practice she was entering a local market full of capable counselors. Her approach is collaborative and strength-based, with solution-focused work, mindfulness-based practices, and cognitive behavioral techniques, and her welcome reaches Latinx, LGBTQ, Black, Indigenous, undocumented, and working class communities, along with anyone who wants a safe place for self-discovery.
A new practice faces a particular risk. A brand that sounds like every other counselor leaves a person scrolling through listings with nothing to tell them which door to knock on, and a website that stays vague about approach asks the person to decide on trust alone.
We built the brand from how Bernadette describes her own work. The site map gave her room for her mission, her vision, her reasons for being a counselor, and her core beliefs, then her approach, her Overcoming Anxiety workshops, and free resources for visitors, including a mindfulness guide. We designed the logo and visual identity, wrote the copy, built the website, and designed the print pieces to go with it, so a visitor could meet her in the same voice online and on paper.
Bernadette has said that when people look at her website they understand her approach more clearly and quickly than they would from a conversation with her, and that they can consider whether working with her fits before they connect. That is the practice she describes today, working with clients and issues she feels passionate about.
