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Dan Gaffney Psychotherapist
Trauma-informed counselling and psychotherapy
Client location: Blue Mountains, New South Wales, Australia
Project tasks: Branding, Stock Imagery Curation, Squarespace website design
Brand type: Florence and Jack Brand Kit
Website type: Amber health and wellness Squarespace design
Deep
Grounded
Calm
About the project
Dan Gaffney is a registered psychotherapist based in the Blue Mountains, west of Sydney, offering individual therapy, couples therapy, and men's groups. His approach is holistic and evidence-based – drawing on both cognitive and somatic therapies to help people heal and grow.
We started with a full brand build using our Florence and Jack brand kit as the foundation. Dan came away with a complete logo suite – primary and secondary logos and brand marks – plus a set of Canva social social media templates.
The colour palette draws on deep ocean and forest tones – navy, bottle green, dark sea, and a soft foam – nature-inspired and calm, but with enough richness to convey the depth and trust that sits at the heart of Dan's work. The typography pairs a refined serif heading font with a clean sans-serif for body copy, giving the brand a professional warmth without feeling clinical.
We also handled the full stock imagery curation, defining an overall visual direction and selecting a library of images for use across the website and in Dan's broader marketing.
For the website, we built on our Amber base design, created specifically for health and wellness practitioners. One of our favourite design decisions was using photography as textured backgrounds with a brand colour overlay – rather than flat colour blocks, sections of the site carry warmth and depth, with imagery subtly visible underneath. It's those deep, rich brand colours that make this technique work so well.
With a full brand behind him – from his social presence through to his website – every touchpoint a potential client encounters now tells the same visual story, building familiarity and trust before they even get in touch.
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