CASE STUDY:
FLEXIBLE PERSPECTIVES

The Challenge: Flexible Perspectives, a therapy practice, needed a brand voice that would appeal to a specific and discerning audience of "overthinkers and rule-breakers" who were tired of boring talk therapy. The goal was to create a website that felt authentic, and therapeutic, and stood out in a crowded, often-stuffy and sometimes dreadful industry.

My Role: Beginning with a deep-dive brand development, I served as the verbal architect, writing all of the website's copy and blog content from end-to-end. My job was to translate a deeply personal mission into a professional and public-facing brand voice.

The Solution: I crafted a brand voice that was direct, empathetic, and a little unconventional. By using a narrative that focused on "reframing" and "creative disruption" instead of just "fixing,” paired with playful branding, the copy felt fresh and spoke directly to the target audience.

The Result: The website's messaging created an immediate, felt resonance with the audience, establishing a brand that was not only clear about its services but also deeply aligned with its mission. The brand's authentic voice became a powerful tool for attracting the right clients and building trust from the very first moment.

THE CLIENT’S WORDS

“Melanie was collaborative and intentional throughout the entire process. She brought so much creative clarity to defining my brand and voice. Not only was she creatively superb during the exploration of my brand and voice but she was also exceptionally open to feedback and never took any of my adjustments personally. She also went beyond the website—offering thoughtful business-building ideas I had not even considered and seemed to effortlessly make these components materialize. Truly, she’s a one-stop shop.”

— Becca Roodhuyzen