UNICA
FORMO
Branding + web design studio
Office hours:
M-Th 8am-4pm est
Unica Formo, led by Jordin Brinn, specializing in personality-driven Showit website design and branding for creative service-based businesses in Ohio and Beyond.
Contact:
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Virtual Therapist Branding and Website Design
Erin Carpenter, PsyD
Erin Carpenter, PsyD
The Scope: custom Showit Web Design + Branding
The Vibes: Clean, calming, authentic, trustworthy
The Industry: Virtual Therapy
A custom Showit website and brand identity for Erin Carpenter Psychological Services, designed to create her first professional online presence. The site introduces her practice with a space that feels authentic, supportive, and trustworthy—just like the way she works.
Words from erin:
"The whole process felt collaborative and supportive, like working with someone who truly cared about what I wanted to create"
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Unica Formo Design Services
Before we get into the project, here’s a snapshot of how we help wellness professionals bring their brand visions to life. Whether you're building from scratch or ready for a full refresh, our services are designed to align your brand, website, and strategy—so your business feels like you and speaks to the clients you’re meant to serve.
• Custom Showit Website Design
• Mobile Optimization
• Foundational SEO
• Website Copy Guidance
• Showit Template Customization
• Design Day Intensives
• Ongoing Support Retainers
• Brand Identity Design
• Logo Suites (Primary, Secondary, Submarks)
• Custom Pattern & Illustration Design
• Color Palette & Typography Suites
The Challenge
For Erin Carpenter Psychological Services, the challenge was creating a professional digital presence where none yet existed. As a new practice, Erin didn’t just need a website—she needed a complete brand identity and online space that could introduce her to potential clients with clarity, credibility, and compassion.
Unlike established practices, starting from scratch meant there was no existing structure, visual direction, or messaging to build upon. Every detail—her brand foundation, the way her services were communicated, even the tone of her site—had to be intentionally shaped to feel aligned with her therapeutic style.
For therapists working virtually, this challenge is even more important. Without a physical office to set the tone, the website becomes the practice’s first impression. It has to balance professionalism with warmth, helping visitors feel at ease while also establishing Erin as a credible, trustworthy therapist they can rely on. The task was to create a site that did all of that at once, while also laying a foundation that could grow with her practice over time.
The Approach
To meet that challenge, we designed both a custom brand identity and a Showit website built specifically for a virtual therapist practice. This dual approach ensured Erin’s digital presence wasn’t just polished on the surface but had a clear, cohesive foundation behind it.
We started with her values: authenticity, support, and trust. Those ideas became the compass for every design choice. The site needed to feel calming and approachable, a place where potential clients could take a deep breath and feel reassured that they were in safe hands.
Visually, the brand identity uses a refined palette of soft neutrals paired with understated, professional typography. This combination allowed the site to communicate credibility without feeling clinical or cold. White space was used intentionally, giving the design a grounded, uncluttered quality that mirrors the clarity and steadiness clients can expect from Erin’s therapeutic work.
The layout and navigation were designed with accessibility in mind, making it easy for visitors to find what they need without feeling overwhelmed. From the home page to the services section, every page gently guides users forward, emphasizing clarity and connection over sales pressure.
Because this was Erin’s first professional website, flexibility was also a priority. We created a site architecture that not only introduces her current services but can expand as her practice grows. This allows her online presence to remain consistent and reliable, even as her work evolves.
What makes this project stand out is how seamlessly the brand identity and website design work together to reflect Erin’s therapeutic style. It’s not a generic therapist template—it’s a custom, thoughtful design that feels like a true extension of her practice.
The final result is more than a website launch; it’s the beginning of Erin’s professional presence online. Through virtual therapist branding and website design, we created a digital space that invites trust, communicates professionalism, and makes it easier for new clients to take that vulnerable first step toward support.
This was my first professional website for my therapy practice, and I came in feeling both excited and a little intimidated about how to create an online presence that truly represented me. Working with Jordin was such a relief — she was personable, fun, and so easy to work with, and from the very beginning, I felt like she genuinely understood my goals and what I wanted to communicate. The whole process felt collaborative and supportive, like working with someone who truly cared about what I wanted to create. She guided me thoughtfully through every step, kept us on track without ever making me feel rushed, and brought creativity, insight, and care to each part of the design. I was able to explore ideas and make decisions at my own pace, which made the process feel both empowering and enjoyable. The final result is a website that feels like an authentic reflection of me and my practice, and I’m incredibly excited to see how it helps me connect with the right clients and grow my business. I would absolutely recommend Jordin to anyone looking for a designer who is approachable, organized, and genuinely invested in bringing your ideas to life.
-Erin C., Owner of Erin Carpenter, PsyD
