Helping a therapist open the doors.
Caroline Roesel Behavioral Health | Health & Wellness | Brand Identity & Website
Caroline Roesel is a behavioral therapist in Austin who works with children, teens, and adults, with a particular focus on clients who are neurodivergent and the parents supporting them.
She’s one of the few specialists in her market offering both Applied Behavior Analysis and Acceptance and Commitment Therapy. The pairing lets her meet clients with behavioral tools and the deeper work of acceptance. We partnered with her to launch the practice. Eighteen months later, her client list has grown from 1 to 15, and she’s considering bringing on a contract clinician to keep up.
Starting from scratch.
Caroline came to us with deep clinical experience but almost none of the scaffolding a new private practice needs. No brand, no online presence, no clear way for the clients who needed her most to find her.
The hard part was positioning. Caroline serves three audiences that don’t all speak the same language or arrive with the same questions. A parent looking for help with a child on the spectrum has different challenges than a neurodivergent adult searching for an ACT-informed therapist. Without a brand and site that could speak to each of them clearly, her work would stay hidden from the referrals and inquiries a practice is built on.
A guided arc.
We started with two sessions of discovery to understand Caroline’s origin story, the clients she wanted to serve, and the practice she wanted to build. From there, the work moved in one continuous arc, with Caroline alongside us at every step.
Strategy led the way. We translated Caroline’s clinical vocabulary into language her audiences could recognize themselves in, keeping the warmth and acceptance at the front and the behavioral science underneath. A keyword and content strategy gave a new solo practice a real chance at local discoverability in Austin. The tone of voice we shaped—understanding, warm, connective, effective—gave Caroline a foundation to build on.
The brand identity and website followed naturally. A design system that feels welcoming at first glance and credible on a second look, built to speak to each of her audiences without making the practice feel fragmented.
An open door.
A year and a half in, the practice has grown 15X since launch, with new inquiries arriving every month. Caroline is now at overflow capacity, weighing whether to bring on a contract clinician to keep up with demand.
Some visitors arrive from referring clinicians, half-decided already. Others find Caroline through search and stay long enough to engage. The brand supports both.
For the neurodivergent adult looking for someone who understands the shape of their life, or for the parent who had nearly given up, Caroline’s practice is open and ready to help.
From the client
“The work Chris did for my therapy practice was the perfect combination of professional design with a personal touch. He took the time to really get to know me, my work, and how I want to present to my clients.
I get A LOT of compliments from other professionals in my field about the site. I strongly recommend Chris’s services to anyone needing an online presence. I went from not knowing where to start to having a professional website up and running in just a few weeks.”
— Caroline Roesel, Owner, Caroline Roesel Behavioral Health
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