Website and Brand Identity for Psychotherapist Marzena Belniak
Branding (logo, style book, business cards, flyers, posters) | Website: marzenabelniak.pl | Copywriting: all texts and blog posts.
This project involved creating the complete brand identity and website for a Warsaw-based psychotherapist, Marzena Belniak, who is also 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.
Role and Scope: I was responsible for the entire process: brand concept, visual system, website design and development, copywriting, technical implementation, and online visibility. The goal was to build a coherent, credible, and distinctive professional image aligned with her therapeutic approach and personal background.
Branding and Visual Identity
I designed the logo, business cards, and a concise style guide defining typography, colour palette, layout principles, and visual consistency across all materials.
A central and challenging part of the project was selecting visual artwork. Marzena has a formal art education and integrates artistic sensitivity, originality, and empathy into her psychotherapeutic work. We needed imagery that reflected this dimension — organic, human-made, layered, and symbolically rich.
After research and careful evaluation, we selected surreal paintings by Jorm Sangsorn, a Thai artist whose work resonates with themes of inner experience, perception, and human relationships. The paintings also 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 a distinctive depth while maintaining professional restraint.
Website Strategy and Implementation
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 address: marzenabelniak.pl
Copywriting and Content Strategy
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.
Outcome
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 a full branding and digital implementation process independently, from concept development to a working, visible, and coherent professional image.