Rebecca Cooney opened her practice as Moxie Mental Health, rooted in EMDR, IFS, DBT, and relational care, and it was growing from one therapist into a team. The brand and website that carried her first chapter had been built for a smaller practice than the one she was becoming. As the team grew, she wanted to step toward leadership and a culture of collaboration, and the brand needed to carry that vision as clearly as it carried the therapy.
A group practice speaks to two audiences at once, clients who are tired of holding everything together and clinicians deciding where to build their work, and the brand had to sound the same to both. Rebecca also wanted language that was honest about the effort healing takes, without clinical coldness and without sugarcoating.
We started with the name and let Moxie Healing Collective grow out of the word Rebecca already loved. The brand language came from her own phrases, a steady place to land, grit and heart, healing that is both gritty and beautiful, and we built an editorial visual identity, the website, the email marketing, and a lead magnet to speak in that same voice. The result reads as grounded and warm, with the humanity Rebecca brings to the work.
Today Moxie Healing Collective has clearer positioning, a stronger online presence, and a website built for the practice's continued growth, including new clinicians and groups. Clients meet a place that feels steady and human before the first session, and therapists considering the team can see the culture they would be joining.
