A generic template, replaced by a practice that finally feels like her.
Healing Cycles Therapy is the brand identity, website, and messaging system built over a few weeks for Dyshni Sritharan, a Toronto-based Registered Social Worker — replacing a generic, clinical-feeling site with one that speaks directly to the women she actually treats.
The problem
A clinical-sounding site, for a practice that’s anything but.
The existing site was generic and slightly cold — the kind of DIY template that could belong to any practice, at a moment when the people Dyshni most needed to reach had to feel specifically seen, not processed. Culturally-attuned, trauma-informed care doesn’t land if the first impression reads like a waiting room.
Her actual audience is specific: women raised by immigrants, carrying survival patterns instead of permission to rest. The old site never said that out loud — it just implied “therapy,” generically.
Process
The system
What I’d do differently
Naming the audience as specifically as I did was the right call, but I made that decision almost entirely on instinct. Next time I’d actually talk to two or three women in that audience rather than design toward an assumption of what would resonate.