CK Mental Health & Trauma Therapy Centre & The Grove
REBRANDING & CREATIVE DIRECTION, CHILD & YOUTH DIVISION NAMING & BRAND DEVELOPMENT, WEBSITE STRATEGY & REDESIGN, CONTENT DEVELOPMENT AND USER EXPERIENCE
how we worked together
Brand Review & Rebranding
Brand Standards Development
Child & Youth Division Naming
The Grove Branding & Standards
Website Strategy & Restructuring
Website Redesign & Overhaul
Website Content & Messaging
Therapist Profiles & Navigation
CK Mental Health & Trauma Therapy Centre & The Grove
CK Mental Health & Trauma Therapy Centre supports people navigating mental health challenges, trauma and life’s complexities. As the established practice expanded, its existing brand and website needed to evolve alongside it.
The project combined a rebrand and complete website overhaul for CK Mental Health & Trauma Therapy Centre with the development of a new name and identity for The Grove, its dedicated child and youth division.
My role spanned brand strategy, creative direction, naming, website redesign and content development. The focus was on bringing the practice’s presentation into alignment with its growth, while making its services and practitioner expertise easier to explore.
The starting point
CK Mental Health & Trauma Therapy Centre already had an established practice, brand and website. With a dedicated children’s centre planned and further growth ahead, the existing presentation needed to better reflect the organization’s direction.
The rebrand needed to support the wider practice while making room for distinct offerings. The children’s division required an identity of its own—one that felt approachable for children, teens and families while maintaining a clear connection to the parent organization.
The website required a full overhaul of its design, content and structure. The work focused on how visitors could understand the available services, learn about practitioners and find a suitable starting point for care.
We began by looking at what the practice had become, where it was heading and how its existing brand and website needed to change to support that.
the goal
The goal was to create a cohesive brand and website experience that communicated the practice’s expertise with warmth and clarity.
For CK Mental Health & Trauma Therapy Centre, this meant refreshing the existing identity and establishing consistent standards that could support its growth.
For The Grove, it meant creating a recognizable name and visual identity that reflected individuality, connection and possibility. It needed to feel welcoming to children and families while clearly communicating its role within the wider practice.
Across the website, the aim was to help visitors explore their options, understand the approach to care and feel more confident taking the next step.
The Branding
The rebrand began with a strategic brief, translating the practice’s direction into guidance for colours, typography and logo development. Safety, trust, belonging and human connection were central to the creative direction.
The work considered how the parent practice and its children’s division would appear together. They needed a clear relationship, with enough flexibility for each to speak to its own audience.
Naming exploration for the children’s division focused on individuality, transformation and reaching potential. We also considered how the language would feel to children and families, favouring an approachable name that could carry a positive sense of growth.
The Grove emerged as the chosen name. Its nature-inspired identity supported that direction, while the logo descriptor identified it as the child and youth division of CK Mental Health & Trauma Therapy Centre.
My work brought together brand strategy, visual direction, identity refinements and practical guidance for implementation. Brand standards documented colours, typography and logo usage, and The Grove’s logo assets were prepared in formats for everyday communications and applications such as decals.
Together, these elements gave the practice a shared visual direction and The Grove a distinct identity within it.
The Website
The website project was a complete overhaul of the practice’s existing Squarespace site. I brought the refreshed brand into the design while reworking the content, page structure and navigation.
The planning centred on the questions people bring when looking for care: What support is available? How does this practice work? Who might be a good fit? Where do I begin?
Content was organized to explain the practice’s approach, introduce its services and practitioners, and give children’s services and trauma recovery dedicated attention.
Therapist profiles were an important part of the redesign. I developed a consistent format covering who each practitioner works with, their areas of focus and their treatment modalities. This made the information easier to compare while leaving room for each therapist’s personality and approach.
Custom filtering by area of focus was also developed to support therapist discovery, helping visitors explore practitioners whose expertise relates to their needs.
Throughout the work, design and content decisions served the same purpose: create a welcoming experience that makes a complex range of services easier to understand.
Final Thoughts
This project brought together two related challenges: updating the identity and website of an established practice, and introducing a new division with its own audience and needs.
The rebrand needed to reflect where CK Mental Health & Trauma Therapy Centre was heading. The Grove needed a distinct personality and a clear place within that wider organization. The website connected those decisions through its design, content and structure.
My role was to bring the pieces together, from the overall brand direction to the details of a therapist profile. The work created a more consistent foundation for the practice’s communications and a clearer way to present its expanding services.
Have questions?
If you have questions or you’re interested in learning more about how we can work together, feel free to contact me.
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