Carlos H. Morales, LMFT
Carlos, a sex and gender therapist, needed a complete rebrand and website relaunch to reflect his inclusive, sex-positive approach to therapy. I developed a cohesive visual identity and user-friendly website that recentered the brand around Carlos himself. The system empowered him to manage his brand independently, reducing future design costs and ensuring lasting consistency.
I. The Challenge
Carlos H. Morales, a San Francisco Bay Area sex therapist, needed to relaunch his private practice with a full brand and website overhaul. There was no consistent brand identity, and the website was outdated and not optimized for modern browser. Sex therapy in itself is unfamiliar to many prospective clients and associated with numerous misconceptions that needed to be clarified. The challenge was to craft an identity that reflected Carlos’ inclusive, sex-positive approach while maintaining warmth, professionalism, and family-friendly appeal.
II. The Mission
I was responsible for competitor research, complete visual identity design, and a new website launch. The practice name and domain were re-centered around Carlos himself to emphasize authenticity and personal connection. The goal was to build a brand voice that embodies trust and vibrancy, standing in deliberate contrast to the cold polish of corporate healthcare. We established the brand message, “See life through a new set of lenses,” to use as a guiding principle throughout development.
III. The Journey
I was responsible for competitor research, complete visual identity design, and a new website launch. The practice name and domain were re-centered around Carlos himself to emphasize authenticity and personal connection. The goal was to build a brand voice that embodies trust and vibrancy, standing in deliberate contrast to the cold polish of corporate healthcare. The color palette was chosen and applied to the logo in a way that communicates the sun rising on a new day.
IV. The Impact
Business cards with a QR code allowed quick and easy referral to a new web domain. The new brand system and website were designed for long-term self-sufficiency and delivered alongside a complete brand guidebook, allowing Carlos to independently update and expand his materials without relying on external designers. This consistency translates to thousands of dollars in future web development savings and ensures consistent brand execution across all touchpoints, both physical and digital.
