Establishing SimplePractice as a trusted partner for health and wellness practitioners.
Introduction
SimplePractice is an all-in-one practice management solution for private practice health and wellness practitioners. During my time on the design team, I supported brand and UX/UI initiatives that made the platform more intuitive, trustworthy, and emotionally resonant—bridging functionality with a deep understanding of practitioner needs.
My Role
At SimplePractice, I helped bring to life a platform that empowers 225,000+ therapists to run their own private practices with confidence.
Here’s how I helped build SimplePractice into a complete brand ecosystem:
3. Brand Design: Landing page, social media, and email marketing design for multi-channel brand campaigns
2. Editorial Design: article illustrations and editorial spreads for award-winning print magazine
3. UX Design: responsive landing page design and monthly A/B tests to inform designs with performance metrics
4. Product Design: measurement-based care product features and refinements
Team Structure
In-house creative agency (1 Creative Director, 2 Visual Designers, 2 Copywriters, 1 Animator, 3 Video Producers)
Results
19% increase in overall trial sign ups and 168% increase in sign ups after key landing page redesign
28.5% increase in email engagement
50+ editorial illustrations leading to 350,000+ organic views
BRAND DESIGN
I saw an opportunity to build deeper trust and brand connection with our therapist community by celebrating therapists and what matters most to them—advocacy, equity, and mental health awareness.
The Opportunity
I pitched and executed a Women’s History Month campaign, and its success opened the door for future brand campaigns tied to cultural moments, including World Mental Health Day and BIPOC Mental Health Month. I partnered closely with marketing, copy, and design to create cohesive, mission-driven stories across email, social, and web.
The Approach
These campaigns drove some of the highest engagement rates of the year and received overwhelmingly positive feedback from our community. The success cemented brand campaigns as a key part of our strategy moving forward.
The Results
EDITORIAL DESIGN
To deepen trust and engagement with health practitioners, the brand needed a new content experience—one that went beyond marketing and genuinely supported their professional needs.
The Opportunity
I crafted bespoke article illustrations that elevated long-form content into an inspiring, visually engaging experience. I worked with our content team to publish a print magazine that was mailed to our practitioners, creating a personal and tactile brand experience.
The Approach
The articles and print magazine helped position the brand as a trusted, practitioner-first voice in the industry. It sparked higher content engagement across channels, strengthened therapist loyalty, and laid the groundwork for future campaigns focused on community and care.
The Results
“I wanted to let you know that I received my copies on Friday and Pollen Magazine is stunning! I spent an hour admiring all the art and layout designs you all used. It’s so beautiful! Thank you again for sending me these copies. Over the weekend, I had several colleagues and loved ones ask if this edition is available online and/or if this edition is available for purchase. If so, I’d love to be able to pass that information along to them.”
SOCIAL MEDIA REBRAND
To deepen trust and engagement with health practitioners, the brand needed a new content experience—one that went beyond marketing and genuinely supported their professional needs.
The Opportunity
The Approach
I crafted bespoke article illustrations that elevated long-form content into an inspiring, visually engaging experience. I worked with our content team to publish a print magazine that was mailed to our practitioners, creating a personal and tactile brand experience.
The articles and print magazine helped position the brand as a trusted, practitioner-first voice in the industry. It sparked higher content engagement across channels, strengthened therapist loyalty, and laid the groundwork for future campaigns focused on community and care.
The Results
EBOOK
I designed an ebook on deciphering Current Procedural Terminology (CPT) codes, which allow practitioners to report services and bill insurance. I used data visualization to demonstrate trends in a clear and digestible format to inform users of current trends and best practices.
The Opportunity
I worked alongside a Senior Copywriter and Data Scientist to translate complex data into digestible visuals.
The Approach
The ebook became one of the the most highly trafficked page on our website, garnering 14,000+ downloads within the first month of release.
The Results
CONFERENCE BROCHURE
Conferences are a main way to get visibility with key audiences in the field, and SimplePractice lacked a cohesive physical presence.
The Opportunity
I designed a brochure that serves as the face of our product at key conferences. I strategically aligned the design with our brand messaging and key pillars in order to highlight important information to our potential customers.
The Approach
The brochure was distributed at major health and wellness conferences across the U.S., including the American Speech-Language-Hearing Association (ASHA) Conference and American Occupational Therapists Association (AOTA) Conference, leading to increased brand awareness.