Jennifer Scroggie

A full visual identity for a psychiatric nurse practitioner private practice, spanning website, logo, print collateral, a comprehensive branding guide, and hand-drawn illustration. A central goal was increasing SEO performance, elevating the site beyond a standard Squarespace build. The project balances clinical clarity with a warm, human presence that feels credible without being cold.

The website, built in Squarespace 7.1, is structured for ease with clear navigation, strong hierarchy, and streamlined intake pathways. Targeted custom CSS refines typography, spacing, and layout behavior, creating a more tailored and cohesive experience.

The identity centers on a minimal, highly legible logo system that scales across contexts. The branding guide formalizes typography, color, layout, and usage to support consistency over time.

Print materials include two business card formats, rack cards, and return address labels, each designed with careful attention to proportion, tactility, and clarity and printed with high-end finishes and paper stocks.

A cohesive system that supports both the practical needs of a professional practice and the more subtle work of making patients feel immediately at ease.