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Some projects start with a perfect brief. This wasn’t one of them. And that’s what made it so special.
At first, she didn’t even realize I was working from across the ocean. It wasn’t until our second meeting, somewhere between sketches of her new practice and a joke about Malmö’s endless grey skies, that it came up. Turns out, you don’t need the same weather to build something that feels like home—you just need the same belief in what matters. And her vision wasn’t polished yet. It didn’t need to be. What mattered was already there: a belief in story, a belief in people, and a refusal to treat therapy— or branding— as something you could rush.
That’s where we began.
Listening first, then building something worth saying
Over the following months, we shaped the full identity for In Pursuit Counseling. Not through shortcuts. Not through site generators or AI tools. But through careful, intentional work—the kind that listens first, then builds.
From brand strategy and messaging to visual identity, copywriting, and a full custom website design, everything was created from scratch. Built thoughtfully in Webflow by me, from my studio in Malmö, Sweden, to make sure the care Carly brings to her clients was felt from the very first click.
The result is a brand that doesn’t just look polished. It feels lived in. It feels true.
A practice shaped by story
At the core of In Pursuit Counseling’s brand is a simple but radical belief: Real change doesn’t come from fixing symptoms. It comes from understanding the story behind them. Carly’s work is grounded in Narrative Therapy and Attachment-Based models, informed by nearly a decade of experience in both community mental health and private practice. She saw firsthand that one-size-fits-all solutions don't last—and that deep, lasting transformation only happens when people's unique lives and relationships are truly seen.
We positioned the brand around this idea: therapy as an invitation to move towards something new. Not by erasing the past, but by honoring the stories that shaped it.
Design that does not shout
For the visual identity, we wanted to create something that felt like a deep breath in the middle of a chaotic world. Rather than leaning into tired wellness clichés or sterile minimalism, we built a palette of cool-toned blues, moonlight silvers, and teal accents. Hues that feel calm without being cold, steady without being stagnant.
The layouts were given room to breathe. The typography, grounded and considered. The visual system flows like tides is subtle, natural, constantly moving toward renewal. Photography played an important role, too. We chose images that feel natural, real, imperfect and present. Never stock, never wierdly staged. Together, these elements create a brand that knows how to listen before it speaks.
A voice that holds the door open
The verbal identity carries the same belief: that real connection doesn’t need to shout. Across the website, printed materials, and beyond, we shaped a voice that feels steady in a world that often feels rushed. No big declarations. No overused metaphors. Just warm, thoughtful language that meets people exactly where they are with clarity, patience, and care. It’s the kind of voice that doesn’t push its way in, but holds the door open. The kind that trusts the right people will feel it— and stay.
Built to feel like it matters
In a digital world chasing faster, louder, shinier, it’s tempting to reach for quick wins: AI-generated sites. Pre-built templates. The latest design trend...
But Carly’s practice— and this brand— was built on something more enduring. Her many years of experience taught her what many overlook: that anything meaningful, anything that truly stands the test of time, starts and ends with people. Not systems. Not shortcuts. People. That’s why every part of this project was made from scratch. Tailored, thoughtful, human. Built by me in Malmö, made to meet the pace of real, lasting change.
Because when the work is real, the brand should be too.
A brand that feels like arriving
Today, In Pursuit Counseling stands ready. Not with flash. Not with a borrowed look. But with a brand shaped by real stories, built to hold real people. And in a city that moves fast and forgets even faster, Carly built something different— a place that listens first, and answers carefully. A practice that feels human before anything else.
This isn't just another therapy website. It's a quiet statement about what care really means, and what it feels like when you finally find it.
And if you ask me? That’s the kind of work worth building every time.
