Abby Wilson Therapy
www.abbywilsontherapy.com/A boutique therapist for "anxious, high-achieving women" who reassures by being polished and specific - a warm sand-and-charcoal editorial system, a Calluna serif voice, named specialties and a clearly walked process that says "I understand exactly who you are and how this works".
Design tokens
- display
- Calluna (serif)
- body
- Aktiv Grotesk / Proxima Nova
- mono
Do / Don't
Reference it for
- Reassurance through specificity: a precise audience ("anxious, high-achieving women") and precisely named specialties, so the right visitor feels deeply understood.
- A warm editorial sand-and-charcoal system with a Calluna serif - calming but clearly high-quality (matching a discerning client's standards).
- A carried-timeline ("THE PROCESS") that walks the steps of starting therapy to own the unknowns.
- A friction-removing benefit row ("Therapy that fits your busy life.") with clean line icons answering practical objections.
- An elegant dark expandable accordion for specialties.
Do not copy
- The literal Abby Wilson portrait, wordmark and the exact sand/charcoal palette (re-skin to the practitioner's own).
- Calluna / Aktiv Grotesk / Proxima Nova if licence-bound - substitute a comparable serif + grotesque.
- The Squarespace DOM and Typekit/script load. Rebuild lean on Astro.
- The "high-achieving women" positioning verbatim - reproduce the specific-audience PATTERN with the practitioner's real niche.
Signature moves
reassurance through specificity
the site calms an anxious, discerning visitor by being precise rather than vague - a named audience ('anxious, high-achieving women') and precisely named specialties (Anxiety & Burnout, Relationship Patterns, Quarter/Mid-Life Crisis) so the right person feels exactly understood.
carried-timeline plus friction-removing benefit row
a walked 'THE PROCESS' section owns the unknowns of starting therapy, and a 'Therapy that fits your busy life.' icon row (flexible hours, specialized support, online, self-scheduling) answers the practical objections of a time-poor client.
warm editorial sand-and-charcoal system
a Calluna serif voice on warm sand/charcoal neutrals with tracked uppercase eyebrows reads premium and calm at once, mirroring a discerning client's own standards so polish itself reassures.
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