TheraListen is a boutique virtual therapy practice offering insurance-backed therapy across New York State. What began as a marketing liaison role grew into building and executing brand, web, and social from the ground up. Below, in order of focus, is how that took shape.
︎(CLICK ME FOR THE INITIAL PITCH)
︎(CLICK ME FOR THE INITIAL PITCH)
︎ THE BRAND
TheraListen wanted to compete with BetterHelp, Grow Therapy, and Talkspace, but lacked the visual identity to get there.
The fix: an expanded color palette optimized across every touchpoint, photography chosen for emotional impact over stock-photo polish, and a mark and typography system built for consistency at every patient interaction.
TheraListen wanted to compete with BetterHelp, Grow Therapy, and Talkspace, but lacked the visual identity to get there.
The fix: an expanded color palette optimized across every touchpoint, photography chosen for emotional impact over stock-photo polish, and a mark and typography system built for consistency at every patient interaction.
︎(CLICK ME FOR THE BRAND GUIDE)
︎ SOCIAL: ORGANIC
TL's social presence had the same problem as its brand — it lacked the editorial polish competitors had built to earn attention and trust.
With market research and the new visual system in place, I developed four content formats: Affirmations, How-to infographic guides, "Wellness We Find" (quotes from popular interviews), and the standout , "Therapist Reacts," where our clinicians weighed in on popular media moments.
Instagram grew to 1K followers in three months, with stronger formats continuing to drive saves, shares, and comments even during posting gaps. As the sole person behind concept and execution, I used AI tools to rapidly develop scripts and captions — moving faster without sacrificing quality.
You can see them in action here:
︎Affirmations ︎How-to infographic guides ︎Wellness We find ︎Therapist Reacts
TL's social presence had the same problem as its brand — it lacked the editorial polish competitors had built to earn attention and trust.
With market research and the new visual system in place, I developed four content formats: Affirmations, How-to infographic guides, "Wellness We Find" (quotes from popular interviews), and the standout , "Therapist Reacts," where our clinicians weighed in on popular media moments.
Instagram grew to 1K followers in three months, with stronger formats continuing to drive saves, shares, and comments even during posting gaps. As the sole person behind concept and execution, I used AI tools to rapidly develop scripts and captions — moving faster without sacrificing quality.
You can see them in action here:
︎Affirmations ︎How-to infographic guides ︎Wellness We find ︎Therapist Reacts
︎ META ADS, CAMPAIGN ROLLOUT (FEBRUARY TO MAY)
When I joined, an external marketing partner had seen early success with Google campaigns but engagement was slipping into the new year.
I recommended pivoting to where our audiences were most active: Instagram and Facebook. To build targeting, I gathered key patient data, age, gender, area of care, and insurance type, and translated it into a lookalike audience.
Creatives were informed by feedback from our virtual front desk assistant and research across Quora and Reddit. Week over week, we adjusted creative and copy in-platform, and built a separate audience targeting Northwell employees to reach the virtual care market directly.
We closed with 100 leads, 30 follow-ups, and 10 patients currently under care. The results also revealed a clear bottleneck: our site was outdated, underperforming, and lacked any SEO foundation. That led to a deliberate decision to consolidate the budget and fix the weakest link in the funnel before scaling further.
︎You can see the the creatives here
When I joined, an external marketing partner had seen early success with Google campaigns but engagement was slipping into the new year.
I recommended pivoting to where our audiences were most active: Instagram and Facebook. To build targeting, I gathered key patient data, age, gender, area of care, and insurance type, and translated it into a lookalike audience.
Creatives were informed by feedback from our virtual front desk assistant and research across Quora and Reddit. Week over week, we adjusted creative and copy in-platform, and built a separate audience targeting Northwell employees to reach the virtual care market directly.
We closed with 100 leads, 30 follow-ups, and 10 patients currently under care. The results also revealed a clear bottleneck: our site was outdated, underperforming, and lacked any SEO foundation. That led to a deliberate decision to consolidate the budget and fix the weakest link in the funnel before scaling further.
︎You can see the the creatives here
︎THE BIG ONE: OUR PLATFORM
Therapy is a very intimate practice. In order for Theralisten to thrive amongst competitors, the platform needed a
to align with it’s core values; Accessible, easy to book, and providing high quality care reflected by showcasing
it’s clinicians and their areas of expertise.
Competitors in our space had conversion-friendly web experiences with a UI that felt genuine and inviting. TL wasn't there yet.
Working within the constraints of Squarespace, I led the redesign from the ground up. Starting with a Figma prototype built around existing SEO documentation, I mapped out a site that needed to do more than look good — it needed to convert.
Where Squarespace fell short natively, I filled the gaps with code + AI (thank you Gemini & Claude). I built a clinician carousel on the homepage to drive caseload for providers who needed it, and a full clinician directory that the platform couldn't support on its own.
Existing practice widgets were conflicting with Squarespace's environment, so I rebuilt them with a streamlined script tied directly to each clinician's ID — creating a seamless patient-facing experience.
The result was TL's official 1.0, developed and launched within a tight timeline. The original prototype now serves as the foundation for the platform's next phase.
