New York Private Practice Branding and Website Design

New York City Private Practice, Branding Website and Copy Project

This website… TO DIE FOR. You have to see it!

Nourishing NY came to us needing immediate help due to a previous rebrand and website that wasn’t giving them a ROI. I took an initial look at their branding and instantly felt disconnected from who their ideal client was supposed to be.

Branding is crucial to attracting your ideal audience – if it’s not done right, they won’t even notice you!

Nourishing NY targets men, women and non-binary individuals between the ages of 15 and 45 years of age who are struggling with their relationship with food. An important target factor is that her ideal audience would most likely want to use insurance. Courtney and her team actually voiced that insurance for their services is something hard to find in New York City – they want to be accommodating to everyone!

Her main descriptors she wanted for her business was inviting, friendly, colorful, inclusive, joyful and hopeful!

We ended up with a color palette that is UNBEARABLE. It makes you want to come and have a chat with the Nourishing NY team. It’s bright, fun and really dives into their empowerment mindset as a practice.

All of her logo types include curvature [to welcome all body types!] and the tagline “you deserve to find food freedom” – because truly, you do.

We also decided to hand-draw watercolor food elements to give a more “handmade” feeling to their brand, which we felt was very fitting.

Nourishing NY already had a functional Squarespace website [from their previous designer] so we decided to keep it on Squarespace – there’s no need for hassle if we don’t have to, right?! Squarespace has proved itself to do amazing jobs for businesses through SEO.

This time around, I wanted their website to be COMPLETELY custom to them, because their clients get custom support from their team. Over 1000 lines of code later, I created a website that made my own mouth drop!

Their homepage features a curvature marquee that continuously scrolls across the page. It reiterates their tagline of “find your food freedom” in a fun and interactive way!

I also wanted to give a huge thank you to Haley Slade who partnered with me to complete the copywriting for Courtney and her team – she captured the vision of Nourishing NY so greatly and couldn’t recommend her any more for service based businesses!

If you are a big fan of Squarespace, use Nourishing NY’s website as a BIG inspiration. What they are doing is amazing, and I wanted only my best to be shown on their website as well. You can book a free discovery call with me to chat through details for your own project!

"I couldn't have pictured anything close to what you all created. From the branding to the website design, everything was spot on and truly more than I could have asked for! I think it is down to earth, positive, and welcoming - which is consistent with my authentic self."

- carolne green

" I wanted an expert as well as fresh set of eyes for my new business. Chloe is perfect because while she is not a dietitian, she has taken the time to research, understand and appreciate the profession and she can also see through the lens of a potential client...I think that is such a perfect mix for branding."


"Chloe made our company, mission and goals her "baby." She was just as invested in the success and cohesion of our website as we were. It was like we had a new member of our team while we worked with her."


"In one word: EASY. I didn't ever have to worry, micromanage or push for anything to get done. Chloe completely put my mind at ease and I never once questioned if she was the right person for the job."


"I loved how I didn't have to think twice about asks I had or comments I made. Chloe is very action oriented and its always looking to help you find a solution until you are satisfied!"


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