In December 2024, I began working with Ashjan, a psychologist preparing to launch her private practice, focused on supporting individuals living with diabetes or pre-diabetes.

At that stage, she was looking for help creating social media content to promote her new focus. But beyond that, a key challenge in her case was navigating the strict local regulations that govern how psychologists are allowed to advertise their services.

Discovery Chat

We began with a short conversation to clarify the purpose of the collaboration. I got to know her story and the motivations behind her choice of niche. She also shared a preview of her website — still under construction — which already revealed her design preferences in terms of colours, layout, and tone of voice.

Rather than simply producing content, I needed to be mindful of the advertising restrictions in her region. For example, one rule stated that prices must not be publicly displayed and could only be shared once a potential client made direct contact.

Strategy

With our initial chat in mind, I reviewed the content available on her website to start shaping the messaging for her social media posts. Luckily, the site already offered a wealth of material to draw from.

On the visual side, I complemented what I saw on her site with additional research into best practices and competitor profiles in her niche. Since she hadn’t specified a preferred aesthetic, my aim was to develop a strong first draft — something tangible she could respond to and refine. I’ve learned that having a visual starting point often makes it easier for clients to express what does or doesn’t resonate with them.

Results

After a few rounds of feedback and iteration, we arrived at a final set of posts that reflected both the tone she was aiming for and the core value of her new practice. She also shared plans to repurpose the designs for print materials, including local flyers — giving her both a digital and physical presence from the start.