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UNICA
FORMO

Branding + website design studio

Office hours:

M-Th 8am-4pm est

Unica Formo, led by Jordin Brinn, specializing in personality-driven Showit website design and branding for creative service-based businesses in Ohio and Beyond.

Contact:

jordin@unicaformo.com

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Therapist Branding and Showit Website Design Portfolio

Therapist branding and Showit websites designed to help potential clients feel safe, understood, and confident enough to reach out.

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who it's
  for

Therapy is deeply relational work and your website is often the very first moment someone begins to feel what it would be like to work with you.

For many potential clients, reaching out is a vulnerable step. They’re not just choosing a service; they’re deciding whether they feel safe enough to begin.

I work with therapists and private practice professionals who want their online presence to reflect that emotional weight, creating a sense of calm, trust, and reassurance from the very first interaction.

Who This is For:

Therapists, counselors, psychologists, and private practice owners who want their website to feel like an extension of their therapeutic presence; grounded, welcoming, and human.

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When Your Website Isn’t Doing That Work Yet

Even highly skilled therapists often have websites that unintentionally create distance instead of connection. Visitors may land on your site and feel uncertain about what working with you would actually feel like. Not because your services aren’t clearly defined, but because the emotional tone of the website doesn’t fully carry the warmth, safety, or presence of your work.

In therapy, that first impression matters more than most industries. Potential clients are often scanning for subtle cues — tone, language, imagery, structure — to decide whether they feel comfortable taking the next step.

When that connection isn’t immediate, they may leave before ever reaching out, even if you would be the right fit for them.

my approach
& experience

How I Approach Therapist Branding & Showit Website Design

I begin each therapist project by mapping how your services, positioning, and brand identity need to work together before any design begins.

On the branding side, I define how your practice should be visually and verbally expressed, then translate that into a cohesive identity system that carries through typography, color, and tone.

From there, I move into Showit website structure, organizing your services and pages so visitors can easily understand what you offer and how to navigate your practice.

Once the structure is set, I design the layout system to support both branding and usability, using hierarchy, spacing, and flow to create a clear and cohesive experience.

The result is a connected brand and website system that feels aligned, easy to navigate, and built to support how clients move toward inquiry.

Experience Working With Therapists & Private Practice Brands

I’ve worked with therapists, counselors, and private practice owners at different stages of growth, from new practices establishing their first online presence to established clinicians refining an outdated or disconnected website.

Across these projects, the work often centers on restructuring how services are presented, improving how potential clients move through the site, and refining the overall brand presence so it better reflects the depth of the practice.

Many therapists come to me when their current website no longer aligns with how their practice has evolved, or when they need a more cohesive system that supports both credibility and ease of use for potential clients.

This experience has shaped a design approach focused on structure, clarity of presentation, and intentional user flow within Showit websites built for private practice growth.

Browse by Industry:

Therapists

Nutritionists

Studios

Education + Coaches

Creatives

Health + Wellness

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Wildflower Root Therapy

Therapist | Web Design

The Inner Work with Olivia

Therapist | Web Design

Embodied Healing

Therapist | Web Design

Emily Austin Therapy

Therapist | Web Design

Rachel Kotack Psychotherapy

PsychoTherapist | Web Design

Erin Carpenter, PsyD

Therapist | Branding + Web Design

I've worked with:

testimonials

"Working with Unica Formo was one of the best investments I made in my practice."

Starting my private practice was exciting — but also incredibly overwhelming. The thought of creating a cohesive brand and a functional, beautiful website from scratch felt daunting. After careful research (and a little help from ChatGPT), I found Unica Formo — and from the moment I landed on the website, I felt a sense of calm. The serenity and simplicity of the design immediately resonated with me.

After reading Jordin’s story and exploring her portfolio, I felt genuinely connected to her brand. Our first call confirmed that I had found exactly what I needed: someone who could guide me from start to finish. Jordin’s thoroughness, time management, attention to detail, and exceptional listening skills reflected her professionalism at every step.

The custom Brand Book she created for my practice was transformative. It helped me clarify answers to questions I didn’t even know how to articulate. As a psychotherapist launching a private practice with countless “open tabs” in my mind, I needed a creative expert who could bring structure and direction — and Jordin did exactly that.

Even through my moments of indecision and overwhelm, she guided me steadily to the finish line. I’m so grateful for her expertise, patience, and vision. Working with Unica Formo was one of the best investments I made in my practice.

-Elvan, owner of mindful connections therapy

"If you're on the fence--hire her! I really cannot recommend her more highly! I can't think of a better investment I could have made in my business."

I had launched my private practice in 2018, and had gone with a drag and drop website I did by myself on Wix. It was fine as a starter website, but really did not accurately represent the way I have really niched over my seven years in private practice, and I have been feeling for awhile like I wanted to change my name from {my name and credentials} to something a little more inspiring. When I first connected with Jordin, her previous project portfolio and her "easy-going while also being a complete go-getter" attitude helped me see that this was the perfect opportunity and person to help propel me into the next phase of my business. She asked all the right questions to help me articulate how I want to present myself, as well as helping me clarify who I am as a brand and what my values are. The design process was very fun, very collaborative, and I really felt like she was an expert at crafting the right look--all based on images that I chose as inspiration, but somehow even more 'me' than the pinboard I had put together. She's an excellent copy writer, and it was such a relief to have someone else find the words for what I was trying to express. She captured the voice and tone I wanted beautifully, and made the whole process doable and so very aligned with my values. If you're on the fence--hire her! I really cannot recommend her more highly! I can't think of a better investment I could have made in my business.

-Lauren, Owner of Wildflower Root Therapy

"The whole process felt collaborative and supportive, like working with someone who truly cared about what I wanted to create."

This was my first professional website for my therapy practice, and I came in feeling both excited and a little intimidated about how to create an online presence that truly represented me. Working with Jordin was such a relief — she was personable, fun, and so easy to work with, and from the very beginning, I felt like she genuinely understood my goals and what I wanted to communicate. The whole process felt collaborative and supportive, like working with someone who truly cared about what I wanted to create. She guided me thoughtfully through every step, kept us on track without ever making me feel rushed, and brought creativity, insight, and care to each part of the design. I was able to explore ideas and make decisions at my own pace, which made the process feel both empowering and enjoyable. The final result is a website that feels like an authentic reflection of me and my practice, and I’m incredibly excited to see how it helps me connect with the right clients and grow my business. I would absolutely recommend Jordin to anyone looking for a designer who is approachable, organized, and genuinely invested in bringing your ideas to life.

-Erin, Owner of Erin Carpenter Psychotherapy

energy healers
chiropractors
nutritionists
coaches
Interior Designers
Forest Schools
Educators
Herbalists
Doulas
Therapists
Fitness Studios
Energy Healers
Chiropractors
Nutritionists
Coaches
Interior Designers
Forest Schools
Educators
Herbalists
Doulas
Therapists
Fitness Studios
Energy Healers
Chiropractors
Nutritionist
Coaches
Forest Schools
Educators
Herbalists
Doulas
Therapists
Fitness Studios

I've worked with:

process

What changes with a strategic therapist website

• More aligned and confident inquiries

When your branding and website work together, your practice feels more cohesive and recognizable from the first interaction, helping potential clients understand your tone, approach, and level of care before they ever reach out.

This often leads to:

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• Less time explaining your services and therapeutic approach in messages or consultations

• Stronger first impressions that communicate professionalism and trust

• A clearer sense of your style of care and who your work is best suited for

• A more easeful decision-making process for potential clients

Helpful Resources for Health & Wellness Professionals

Beyond beautiful websites, running a successful health and wellness practice online takes strategy, clarity, and visibility. Here are some resources to help wellness professionals strengthen their online presence:

Your practice deserves a space that feels like you.

A therapy website should be warm, clear, and client-centered—helping the people you serve feel safe from the very first click. Let’s create a site that supports the important work you do every day.

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