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Tatiana Duchak, JD, LCPC

A trauma-informed approach to therapy & advocacy

Client

Year

- 2024

Services

- Branding & Strategy
- Consulting
- SEO

- Social Media Marketing

- Web Design / Development

The Client:

Tatiana Duchak, JD, LCPC is a licensed attorney and therapist based in Illinois. Her specialization lies in working with patients who are afflicted with mental illnesses and trauma. Tatiana's primary focus is to assist individuals in effectively managing and overcoming their mental health challenges. Additionally, she also collaborates with lawyers, offering consultation services and educating them on matters related to mental illness, trauma, and the factors that can influence an individual's behavior, emotional well-being, and personal growth. Her goal is to eliminate the common obstacles that hinder individuals from accessing high-quality mental health services.

The Ask:

Help the client identify their brand and develop branding elements like their logo, brand standards, and guidelines, as well as their brand messaging. Additionally, establish their digital marketing presence and formulate a comprehensive strategy for their online marketing endeavors.

Insight

The lasting effects of a traumatic event can have an impact on an individual's mental health, well-being, behavior, and development. Unfortunately, many attorneys are not adept at recognizing symptoms of mental health issues or trauma in their clients, and at providing appropriate support during the legal process. As there is a scarcity of professionals specializing in this field, the resources available to effectively aid both attorneys and clients in this regard are limited. Given the underserved nature of this area, there exists ample opportunity for specialists to make a meaningful impact.

Strategy

Educate individuals in the legal sector about the effects of mental health issues, and develop a support network for those in the legal system suffering from mental illness.

Approach

Given the sensitive nature of mental health, my objective was to craft a branding and website that would instill a sense of tranquility and support. To accomplish this, I collaborate closely with the client to get an understanding of their vision for their brand and what they wanted it to achieve.​​ With this understanding, I proceeded to develop a brand identity that would reflect the client's empathy, knowledge, and refined methodology. This process included assisting them in formulating their mission statement, crafting their messaging, refining service offerings, identifying their target audience, and designing their brand logo and digital marketing materials.

When it came to building the website, I carefully considered the type of content to include and the overall consumer journey. It was crucial to highlight the client's distinctive background and approach, so I collaborated with them to produce content optimized for search engines that would underscore these aspects across the site. Additionally, I ensured that each page featured a call to action button to direct visitors to the contact page, facilitating appointments with the client. When it came to the website's design, I aimed for a color scheme, typography, and imagery that would evoke a sense of serenity and sophistication. I deliberately avoided bright, vibrant hues or dark tones, as I believed these could be overwhelming for the audience. Instead, I opted for a subdued color palette, choosing a pastel blue-green shade to convey a sense of calmness and positivity.

As I continued to work on building the client's brand, I was determined to ensure that every action they took would align with their brand identity. To facilitate this, I also developed a brand style guide and a set of brand guidelines. These guides would serve as a resource for them, helping to inform any design decisions they made, thereby ensuring a cohesive brand image.

Objective

Position the client as a thought leader in the industry. Develop digital marketing materials that are inviting and calming, offering a valuable resource to educate individuals on the impacts of mental illness within the legal system and encourage open conversations.

Logos

Tatiana Duchak Logo.png

The logo designs goal was to reflect the client's services, while also offering a feeling of sophistication and approachability. Opting for a minimalist approach, I aimed to create a sense of calm and avoid a cluttered or overly traditional look often associated with medical businesses and therapists. After exploring different options, I decided to go with a brain inside of a partial circle. When determining the visual representation of the brain, I chose to give it a hand-drawn and personalized look. I believed that a clean design would offer a sense of peace and be less overwhelming for individuals struggling with mental health issues.

Tatiana Duchak Brain Logo.png

In formulating the logo, my intention was to craft a visual representation that embodies the essence of the client's business and resonates with the brand. I devised two distinct versions of the logo - a primary one incorporating the client's name and a secondary one excluding the company name. The reason for creating multiple variations was to ensure that the logo complements different marketing materials, with each version potentially being more effective than the other in specific contexts.

Website

Results:

60

+

Unique site visits in the first week

Top 5

Search engine ranking

30%

Website Bounce Rate

2 Mins

Average website engagement time

87%

Increase in appointments in the first month

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