Marzena Belniak / Psychotherapist

Branding  |  Copywriting  |  Website

This project involved creating the complete brand identity and website for Marzena Belniak, a Warsaw-based psychotherapist and my mother. I led the project end-to-end, from early sketches and conceptual direction to the final professional presence, both online and in printed materials. I was responsible for the entire process: brand concept, visual system, website design and development, copywriting, and online visibility. The goal was to build a coherent, credible, and distinctive professional image aligned with her therapeutic approach and personal background.

Website is available at: marzenabelniak.pl

The logo and visual identity for Marzena Belniak needed to reflect her professionalism while remaining approachable and aligned with themes of psychotherapy and psychology. The result is a very classic, restrained, clear typography based on serif and sans-serif fonts, and simple layout principles that ensure consistency across web and publication formats.

The challenging part of the project was choosing artworks appropriate for the psychotherapist’s website. Marzena has a formal art education and integrates her artistic sensitivity, originality, and empathy into her psychotherapeutic practice. We needed imagery that reflected this dimension of her work — organic, human-made, layered, and symbolically rich. After careful evaluation, we selected surreal paintings by Jorm Sangsorn, a Thai artist whose art resonates with themes of inner experience, perception, and human relationships. The paintings align with Marzena’s personal aesthetic preferences. I handled the licensing process and integrated the artwork consistently into both digital and print materials. This decision gave the brand beautiful, multilayered softness and distinctive depth while maintaining its professional restraint.

I designed and built the website on WordPress, selecting appropriate hosting infrastructure to ensure reliability and performance. The site was optimised for speed, technical stability, and long-term scalability. The information architecture was structured to clearly present therapy services (individual, online, couples, group), pricing, and practical details. I implemented contact forms and synchronised booking options to support a smooth client journey. Performance optimisation, SEO structure, and high accessibility standards were integral to the implementation. I ensured semantic structure, proper contrast, alternative texts, and clean code organisation to make the site inclusive and technically sound. Website is available at: marzenabelniak.pl

All website copy — including service descriptions and blog articles — was written by me in close collaboration with Marzena. The website is meant to communicate her personal perspective and professional philosophy, so we worked carefully on tone. We chose a voice that is informative but not authoritative, professional but not distant. The language avoids giving direct advice and instead emphasises openness, individuality, and respect for each person’s unique process. I conducted independent research, curated relevant material, and produced the texts, which she reviewed and approved for clinical accuracy and authenticity. While writing, I consciously prioritised clarity and meaningful communication over strict SEO rules, while still structuring the content to support long-term search visibility.

The result is a consistent, balanced, and distinctive brand presence tailored to individuals seeking support, understanding, and psychological safety. The visual identity integrates artistic depth with professional clarity. The website provides structured information, smooth contact pathways, and strong technical performance. The project demonstrates my ability to manage the full branding and digital implementation process personally, from concept development to a working, visible, and coherent professional image.