What began as a $500 inquiry turned into a full brand, and Arianne took it from there.
Context
Before starting Elite Therapy, Arianne spent years working with people often overlooked in mental health, like those in courts, jails, addiction centers, and crisis communities. She created the Testimonial Counseling Services as an approach based on what she saw was missing.
Arianne Washington approached CRATE with a $500 budget. That amount wasn’t enough for the work she really needed.
What I Did
Instead of saying no, I offered her a full brand consultation to show what a rebrand really means and why it matters. She took some time to think about it. A few months later, she returned, ready to invest in the whole process. From there, we built the brand from the ground up: conducting strategy workshops, exploring names, designing the logo and website, creating collateral and signage, and developing a marketing plan.
What It Produced
The practice transformed into Elite Therapy and now leads a growing wellness business with locations in Louisiana and Georgia, offering group therapy for women. After the brand launched, Arianne took it further. She has appeared on news segments for Elite Therapy on WWL and Fox 8 as a featured expert. What started as a $500 inquiry became a full brand, and Arianne made it a success.
Where it started
When Arianne first contacted us, her practice was called Testimonial Counseling Services. She led with a generic ‘collegiate’ logo and name that didn’t stand out. I was blunt about it: a logo alone wasn’t going to fix her issues.
Testing Opulent Therapy
One early direction explored a full concept called Opulent Therapy: a knot-and-heart mark, a warmer palette, even branded merch mockups. We tested it out, liked what it opened up, and kept refining until Elite Therapy was the clearer fit.
Therapy is my love language
During our exploration, we tried a few names and marks, a bunch of color palettes, and mocked up some branded merch. As we continued discussing these ideas, we landed on a direction that fit better.
“CRATE has nurtured me during my uncertainties starting in business with the check-ins, follow-ups, and positive reinforcement. I was pushed past my comfort zone and learned much about marketing and myself.
Working with Jonathan, you’ll see it’s more than the project itself. It’s about the customer and the company’s vision. I am forever grateful.”
Elite Therapy, everywhere
We created storefront signage, rebuilt the website, designed social media templates, set up a reception desk with her name on the wall, and even saw Arianne featured as an expert on various local news stations.
In the end, it was clear Arianne’s confidence had skyrocketed, and she now had a brand she was incredibly proud of. Every part of the strategy, branding, website, collateral, marketing plan, and signage finally worked together as one complete visual identity system.
Testimonial
“I met Jonathan in 2021, and we’ve been locked in ever since. He has always made it a point to be thoughtful about the work he produces and the people he works with. He has a gift for translating my vision into my personal brand, Elite Therapy, which I’m certain will stand the test of time. His professionalism and consistency had me floored since our first meeting. He never let me settle for anything less than Elite, and that’s the type of heart you want working with you. My brand was personal to me and he made it personal to him.”
Arianne Washington, LPC-S, Owner and Lead Therapist at Elite Therapy
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