A cozy living room with a teal armchair, a patterned pillow, a side table with a large green lamp, and a white wall with a painting.

Orange County Web + Brand Design

Brand Identity + Squarespace Web Design

for Orange County Therapist

01. Behind the Brand

Jessica Lu, LCSW, is a psychotherapist in Orange County, California, whose work sits at the intersection of science and soul. Her approach is rooted in Internal Family Systems and EMDR, guiding adults through the tangled roots of perfectionism, anxiety, and shame toward a steadier sense of self. Her practice embodies quiet strength [warm, intelligent, and deeply human], a place where people learn to stop performing and start belonging.

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Artistic depiction of a dark blue leaf with gold outlines and dotted patterns, and pink circular decorative elements.

02. Behind the Design

  • Jessica came to AFOTIK with a clear purpose but a fragmented digital presence. Her previous website lacked personality and polish; her visuals didn’t reflect her depth, and her brand voice felt muted. She wanted an identity that felt professional but personal [feminine without cliché, grounded yet modern] and a website that clients could feel safe in from the very first click.

  • We built a cohesive brand system and Squarespace website that mirrors Jessica’s calm confidence. The color palette blends deep navy and soft rose tones, creating a professional yet inviting atmosphere, while hand-drawn line art adds a human touch throughout the design.
    Typography choices balance clarity and emotion: a clean serif for trust and a modern sans-serif for approachability.

    Every detail was crafted for resonance, not noise; from the rhythm of her headlines to the warmth of her photography. Her site was optimized for therapist SEO keywords and local reach, ensuring that clients searching for “Orange County therapist” or “IFS therapy near me” can easily find her.

  • The visual direction drew from attachment and the language of connection: gentle curves, organic motifs, and feminine strength. We incorporated vintage textures and soft light to echo the emotional texture of therapy itself: layered, imperfect, and beautiful. The line art symbolizes the threads that connect us; messy, intricate, and ultimately whole.

    • Brand Identity Design (logo, color palette, typography system)

    • Custom Squarespace Website Design & Development

    • Copywriting & SEO Optimization

    • Brand Photography & Video Direction

    • Print Collateral (rack cards + business cards)

    • Reusable Social Media Template Kit

03. the Color Palette

Decorative dresser with framed artwork, vases, and ornaments including a bunny figurine, a green and blue ceramic vase, dried flowers, and colorful pom-pom garland, with a wall mirror and window in the background.
Living room with teal armchair, side table with lamp, and upholstered furniture.
Bright living room with a teal sofa decorated with various pillows, a white lamp, a side table, and a lamp with gold legs. There are decorative objects on the sideboard and a vase with pink flowers.
Close-up of dried beige flowers in a glass vase with a blurred background of framed pictures and decorative objects.

04. the Logo

Logo with the text 'LUSHCAR' in bold black letters.
Logo with the text Jessica Lu in large cursive font, with smaller text underneath saying LCSW and PMHC.

05. the Typography

A design infographic about playfair display fonts, featuring color and typography samples, with text explaining the history and influence of playfair as a transitional font used in European Enlightenment, with sections showing uppercase letters, lowercase letters, and numbers in different styles and colors.
A typography guide with the title 'Merriweather' at the top. The guide features three sections: on the left, a vertical label reads 'Secondary Font'; in the middle, two font samples show uppercase and lowercase letters of two different fonts, with the first font being a serif style in light cream on a dark navy background, and the second font being a serif style in light pink on a brown background; on the right, a column of numbers from 01 to 89 in dark blue, each pair separated as if for a font size scale, on a light pink background.

06. the Website

A wellness therapy website homepage featuring a butterfly and flower motifs, a photo of a smiling woman, and sections detailing therapy services, philosophy, and contact information.
A webpage for Jessica Lu, a professional specializing in attachment-focused EMDR therapy, featuring sections about trauma types, symptoms, and therapy options, with artwork of a person's face with a brain and floral illustrations.
Webpage showcasing Jessica Lu's therapy services, with a header, image of a cozy living room, and artistic illustration of a woman's face with flowers, sections on therapy modalities, trauma intensives, and a quote about courage.
A portrait of Jessica Lu, a licensed psychotherapist, smiling with her hand resting on her chin in a cozy, well-lit room with teal walls.

STAY a WHILE.

…or START something NEW.

You can dive into the work we might create together, or wander through the words and ideas that shape it.

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Let's work together
Black and white photo of a pair of glasses, a coffee mug, and a laptop on a table, with sunlight streaming through the window.