Headway Psychology – A brand refresh
Project deliverables:
- Brand Identity
- Brand development
- Visual direction
- Website design
- Signage design
- Stationery
My relationship with Headway began through a referral to design and develop a new website. Although I wasn’t successful in securing the project, Tom, the business owner, liked my proposal and wanted to keep me in mind for future design work.
A year later, I began producing business cards using the practice’s existing design. This continued for several years, until Tom
approached me in 2025 with a much bigger brief. Headway was expanding, with a new office planned for Subiaco, and the business wanted to refresh its brand in line with this next stage of growth.
The rebrand would coincide with the office opening, creating an opportunity to establish a consistent visual identity across the brand, physical environment and digital experience.
Establishing a warm, considered visual identity
A key part of the project was developing the colour palette. The colours would not only define the brand but also help guide the interior design of the new Subiaco office. We settled on a palette of warm, natural tones that complemented the furniture, artwork and plants, creating a calm and welcoming aesthetic.
The new logo and visual identity needed to appeal to Headway’s primary audience while positioning the practice as an established, professional and premium service. A considered combination of soft, natural colours and classic serif typography helped achieve this, balancing sophistication with an approachable feel.
The visual language extended beyond colour and typography. Oval-shaped image treatments, delicate line drawings and overlapping graphic elements introduced a distinctive design style that could be applied consistently across the website and other brand materials.
Photography was another important consideration. I developed an art direction that focused on dynamic angles, considered perspectives and selective depth of field, with softer backgrounds helping draw attention to the subject. The overall colour treatment was carefully considered to complement the brand’s natural palette.
The resulting photography was exceptional and became an important part of bringing the identity to life. Exterior signage and business cards completed the application of the new brand, creating a consistent experience across both physical and digital touchpoints.
Helping people find the right support
The new website needed to do more than reflect Headway’s refreshed brand. It also needed to present the practice’s services in a way that was clear, considered and easy to navigate.
With 24 services across four main categories, the existing website needed a more cohesive structure. I reorganised the content and introduced a mega menu to group related services and make the full offering easier to explore. The result was a more considered digital experience, designed around the way Headway’s business operates and how prospective clients use the website.
Finding the right psychologist was another key consideration. The new website includes a searchable, filterable directory that allows visitors to find a psychologist at either the Subiaco or Shenton Park practice, read their profile and proceed to booking an appointment. The booking portal was integrated into the website to help connect the browsing experience with the next step.
An important part of the rebuild was also protecting the value of Headway’s existing online presence. The business had invested heavily in SEO and developed an extensive library of blog articles. These needed to be transferred to the new website and restyled to suit the updated brand, while preserving their content and existing search value.
I carried across the existing page content and SEO information, with redirects implemented where required to help search engines and visitors reach the correct pages. The result was a website that brought the brand up to date, better reflected the services available and provided a clearer path from discovering Headway to finding a suitable psychologist.
Services delivered
- Logo design and brand identity
- Brand development and visual direction
- Colour palette and typography
- Photography art direction
- Business card design and print
- Exterior signage design
- Website design and development
- Email signature design
- Website information architecture and service navigation
- Psychologist directory and filtering functionality
- Booking portal integration
- Blog content migration and restyling
- SEO preservation and URL redirects
What my client had to say
We engaged Brett to help refresh our brand and develop a new website as our business continued to grow. He took the time to understand our business, meet with me in person and visit our offices to get a feel for the practice and the direction we wanted to take.
The result is a considered, professional brand that carries through consistently across our website, signage and other materials. The new website presents our services more clearly and makes it easier for people to explore what we offer and find a suitable psychologist.
Brett brought a great combination of creativity, attention to detail and practical thinking to the project. Communication was easy, everything ran smoothly and the work was completed within the agreed timeframe.
I’d definitely recommend Brett to other businesses looking to improve their branding and website.
Dr Tom Parker
Director
