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.
Carlos H. Morales, LMFT
I. The Challenge
Carlos H. Morales, a Bay Area sex therapist, needed to relaunch his private practice with a new brand identity and modern website. The challenge was to create an identity that reflected his inclusive, sex-positive approach while maintaining warmth, professionalism, and broad accessibility.
Modernize an outdated website and digital presence
Clarify misconceptions surrounding sex therapy
Balance affirmation, trust, and family-friendly professionalism
II. The Exploration
I conducted competitor research and developed a complete visual identity and website strategy. To emphasize authenticity and personal connection, the practice was re-centered around Carlos himself and guided by the brand message, “See life through a new set of lenses.”
Positioned the practice as personal, approachable, and trustworthy
Differentiated the brand from corporate healthcare aesthetics
Established a unifying message to guide all design decisions
III. The Refinement
The identity was refined through the development of a vibrant monogram logo, an accessible website experience, and supporting print materials. Every element was designed to present sexuality as a natural and healthy part of life while maintaining a professional tone.
Created a clean, recognizable monogram identity
Designed a user-friendly website with affirming imagery
Applied a sunrise-inspired color palette symbolizing renewal and growth
IV. The Outcome
The completed brand system equipped Carlos with the tools to manage and grow his practice independently. A comprehensive brand guide and scalable website framework ensure long-term consistency across digital and physical touchpoints.
Delivered a complete brand guide for future expansion
Enabled seamless referrals through QR-enabled business cards
Reduced future design and web development costs through self-sufficiency
