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AUTHENTIC BRANDING + MARKETING

for mental health professionals

Let's talk about branding.

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We see it all the time. You've started a practice after years of hard work to become a clinician as a vehicle to help people. And then, oops, you're a business owner. Now what?

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"Branding" and "marketing" have become buzzwords, and their meaning has essentially devolved into white noise.​​​​​​​ When you start a private practice, branding is the thing you typically check off a list so you can get to posting online. You slap a Canva logo onto a Squarespace template and head over to Instagram. You funnel hours and hours of your (very little) time and energy, throw dollars you can't afford to lose at marketing strategies, and nothing seems to get you where you want to go.

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Here's why: the biggest mistake private practice clinicians make is treating branding like a chore on a to-do list rather than a vital foundation.​

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Authenticity and intentionality make potentially life-saving connections possible.

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Your brand is a magnet. It attracts and repels people, and whether it’s intentional or not, it’s happening. When it’s not given the care it deserves, it can attract clients who drain you and repel the ones who need you most.

 

In the mental health world, compatibility is a life-changing measure.  We're not marketing a product here. Your brand is a compatibility tool for a potentially life-saving relationship. And in a world full of AI slop and bullshit content, it absolutely needs to be authentic, resonant, and human. It's more important now than ever before.

And that's exactly what we do.

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Our team is full of passionate creatives and mental health nerds who have experienced the life-changing benefits of therapy firsthand. Our work is all about connecting clinicians with the people who need them.

 

We’re not trying to help you go viral. Our goal is to help the right people find you, recognize that they need you, and feel safe enough to reach out. When clinician-client relationships are built on compatibility, the client has way better outcomes, and the clinician gets better retention, better referrals, better testimonials, and a path out of the inevitable burnout churn factory of 30-40 clients per week.

 

And the first (and arguably most crucial) step is a solid brand foundation.​​​​​​​​

Here's how we do it.​​​​​​

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01

STRATEGY

Before doing ANYTHING else, our team gets to know you. Your vibe, your values, your voice, your goals. All of our work is built on an authentic strategic understanding.

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02

VISUALS

Together, we'll pinpoint your visual identity. This covers everything from logo, fonts, and colors, to styles and stock imagery, to scalable business cards and email signatures.

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03

COPY

Our copywriters are specialized in the unique dance between sincere, attuned, human copy, and effective SEO practices that will appease the robots of the internet.

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04

WEBSITE

Everything comes together in an efficient, effective one-page website that actually converts, equipped with the functionality and EHR connections that your practice needs.

meet our team

Rachel started coBranding after experiencing firsthand how a therapist's online presence could make or break the vital, vulnerable client/clinician relationship. With a background spanning design, branding, education, and business, she built a holistic approach to help mental health practitioners connect with the people who need them most. Outside of coBranding, she's probably singing in the kitchen, playing Mario Kart with her husband Rob, or hanging out at the dog park with their pup Bella.

Rachel remembers how overwhelming it felt to scroll through endless therapist profiles, trying to choose the person she’d trust with her most vulnerable moments. That experience revealed the power of branding to create real, human connection, ultimately inspiring the foundation of coBranding. With a versatile background in design, branding, education, and business, she developed a unique, holistic approach to branding and design crafted to empower mental health practitioners to help those who need them most. Outside of coBranding, you can find Rachel spending time with loved ones, cooking eggplant parm while singing in the kitchen, or hanging out with her husband, Rob, and their pup, Bella.
rachel gelberg
Rachel started coBranding after experiencing firsthand how a therapist's online presence could make or break the vital, vulnerable client/clinician relationship. With a background spanning design, branding, education, and business, she built a holistic approach to help mental health practitioners connect with the people who need them most. Outside of coBranding, she's probably singing in the kitchen, playing Mario Kart with her husband Rob, or hanging out at the dog park with their pup Bella.
Rachel remembers how overwhelming it felt to scroll through endless therapist profiles, trying to choose the person she’d trust with her most vulnerable moments. That experience revealed the power of branding to create real, human connection, ultimately inspiring the foundation of coBranding. With a versatile background in design, branding, education, and business, she developed a unique, holistic approach to branding and design crafted to empower mental health practitioners to help those who need them most. Outside of coBranding, you can find Rachel spending time with loved ones, cooking eggplant parm while singing in the kitchen, or hanging out with her husband, Rob, and their pup, Bella.

rachel gelberg

BRAND DIRECTOR, CEO, FOUNDER

she/her

Jessie is an artist and performer based in Buffalo, NY, who found her way to mental health advocacy by supporting her husband through two master's degrees in clinical psychology. She's passionate about helping practitioners bring their vision to life through copy that feels genuine and true to their voice.

Jessie Ferkin is an artist and performer based in Buffalo, NY. She met her husband in 2019 while he was studying clinical psychology. Being by his side as he completed two masters degrees and aspire to become a CMPC, she is a strong believer in the impact mental health professionals can provide and how important mental health advocacy truly is. Jessie is so excited to be a part of your professional journey and help you bring your vision to life, crafting copy that illustrates your unique mission while also showcasing your authentic voice.
jessie ferkin
Jessie is an artist and performer based in Buffalo, NY, who found her way to mental health advocacy by supporting her husband through two master's degrees in clinical psychology. She's passionate about helping practitioners bring their vision to life through copy that feels genuine and true to their voice.
Jessie Ferkin is an artist and performer based in Buffalo, NY. She met her husband in 2019 while he was studying clinical psychology. Being by his side as he completed two masters degrees and aspire to become a CMPC, she is a strong believer in the impact mental health professionals can provide and how important mental health advocacy truly is. Jessie is so excited to be a part of your professional journey and help you bring your vision to life, crafting copy that illustrates your unique mission while also showcasing your authentic voice.

jessie ferkin

WEB DESIGNER

she/her

Madeline is a brand strategist and creative director with a BSc in psychology and gender studies from the University of Toronto, and a belief that the best writing evokes emotion while still holding up under real-world demands. She's led creative and marketing work across higher education, regulated industries, and small business, and currently serves on the board of a local harm-reduction nonprofit. She lives in Saint John, NB with her husband and toddler, and is usually found shooting film, backcountry camping, or deep in a stack of Canadian historical fiction.

Madeline is a brand strategist, creative director, and copywriter with a BSc in psychology and gender studies from the University of Toronto. She has led creative and marketing initiatives across higher education, regulated industries, and small business, with a particular love for copy. Her work is shaped by a belief that strong brands balance function with form, and that the best writing evokes emotion and action while still holding up under the real demands of everyday use. Especially drawn to working with mental health professionals and mission-driven brands, she currently serves on the board of directors for Avenue B, a local harm-reduction nonprofit. Outside of work, she lives in Saint John, NB with her husband and toddler, and can usually be found shooting 35mm film, backcountry camping, or working through a stack of historical fiction and personal essays by Canadian writers.
madeline taylor
Madeline is a brand strategist and creative director with a BSc in psychology and gender studies from the University of Toronto, and a belief that the best writing evokes emotion while still holding up under real-world demands. She's led creative and marketing work across higher education, regulated industries, and small business, and currently serves on the board of a local harm-reduction nonprofit. She lives in Saint John, NB with her husband and toddler, and is usually found shooting film, backcountry camping, or deep in a stack of Canadian historical fiction.
Madeline is a brand strategist, creative director, and copywriter with a BSc in psychology and gender studies from the University of Toronto. She has led creative and marketing initiatives across higher education, regulated industries, and small business, with a particular love for copy. Her work is shaped by a belief that strong brands balance function with form, and that the best writing evokes emotion and action while still holding up under the real demands of everyday use. Especially drawn to working with mental health professionals and mission-driven brands, she currently serves on the board of directors for Avenue B, a local harm-reduction nonprofit. Outside of work, she lives in Saint John, NB with her husband and toddler, and can usually be found shooting 35mm film, backcountry camping, or working through a stack of historical fiction and personal essays by Canadian writers.

madeline taylor

COPYWRITER

she/her

Sam brings deep experience in social media strategy, content creation, and graphic design, with a career that spans her own digital agency and campaigns for brands like PNC Bank and ViacomCBS. She's especially passionate about mental health advocacy and loves helping purpose-driven brands find their footing in an ever-changing digital landscape.

Sam is an experienced social media manager, content creator, and graphic designer with extensive experience in digital marketing. From running her own digital agency to working on campaigns for major brands like PNC Bank and ViacomCBS, she has built a career rooted in creativity and strategy. With a strong background in social media marketing, strategy, graphic design, and community engagement, Sam thrives on helping brands navigate the ever-evolving digital landscape. She is especially passionate about mental health advocacy and enjoys working with brands that aim to make a positive impact in this space.​
sam szentmik
Sam brings deep experience in social media strategy, content creation, and graphic design, with a career that spans her own digital agency and campaigns for brands like PNC Bank and ViacomCBS. She's especially passionate about mental health advocacy and loves helping purpose-driven brands find their footing in an ever-changing digital landscape.
Sam is an experienced social media manager, content creator, and graphic designer with extensive experience in digital marketing. From running her own digital agency to working on campaigns for major brands like PNC Bank and ViacomCBS, she has built a career rooted in creativity and strategy. With a strong background in social media marketing, strategy, graphic design, and community engagement, Sam thrives on helping brands navigate the ever-evolving digital landscape. She is especially passionate about mental health advocacy and enjoys working with brands that aim to make a positive impact in this space.​

sam szentmik

MARKETING DIRECTOR, COO

she/her

Kate first met Rachel at 14 as her voice student, started interning at coBranding in 2021 right out of high school, and never left. Now a Belmont University graduate based in Nashville, she's driven by a love for helping clients connect with their audience and making sure that audience can find the support they need.

Currently based in Nashville, TN, Kate has a deep passion for the creative process. Her journey with coBranding began when she first met Rachel, her voice instructor, at the age of 14. After graduating high school, Kate started interning at coBranding in 2021, quickly proving herself and joining the official team. Now a graduate of Belmont University, Kate's content creation is driven by her love for helping clients connect with their audience and ensuring that audience finds the support they need.
kate elsishans
Kate first met Rachel at 14 as her voice student, started interning at coBranding in 2021 right out of high school, and never left. Now a Belmont University graduate based in Nashville, she's driven by a love for helping clients connect with their audience and making sure that audience can find the support they need.
Currently based in Nashville, TN, Kate has a deep passion for the creative process. Her journey with coBranding began when she first met Rachel, her voice instructor, at the age of 14. After graduating high school, Kate started interning at coBranding in 2021, quickly proving herself and joining the official team. Now a graduate of Belmont University, Kate's content creation is driven by her love for helping clients connect with their audience and ensuring that audience finds the support they need.

kate elsishans

SEO LEAD

she/her

Joanna is a disability advocate who uses digital marketing to help connect people with the right resources, communities, and healthcare professionals. She's passionate about bridging the gap between mental health practitioners and the people searching for their help.

[TITLE] Joanna Hanaka (she/her) is a disability advocate passionate about utilizing digital marketing strategies to help connect people with the right information, resources, community, and healthcare professionals. She loves to help bridge the gap between mental health professionals and those seeking their help! In her free time, Joanna enjoys hiking, studying foreign languages, crafting, spending time with her cats, playing video games, and picking out vinyls at the record store.
joanna hanaka
Joanna is a disability advocate who uses digital marketing to help connect people with the right resources, communities, and healthcare professionals. She's passionate about bridging the gap between mental health practitioners and the people searching for their help.
[TITLE] Joanna Hanaka (she/her) is a disability advocate passionate about utilizing digital marketing strategies to help connect people with the right information, resources, community, and healthcare professionals. She loves to help bridge the gap between mental health professionals and those seeking their help! In her free time, Joanna enjoys hiking, studying foreign languages, crafting, spending time with her cats, playing video games, and picking out vinyls at the record store.

joanna hanaka

SEO COORDINATOR

she/her

Tasha believes branding is the first impression, the feeling of being understood, and often the beginning of a real connection. With a background in visual storytelling and strategic execution, and having personally experienced the impact of therapy, she's deeply committed to helping mental health professionals build brands that feel safe, welcoming, and genuine.

With a background in both visual storytelling and strategic execution, Tasha is a passionate creative with a deep appreciation for meaningful design. Having personally experienced the life-changing impact of therapy, she is deeply committed to supporting mental health professionals in building brands that feel safe, welcoming, and genuine. Tasha believes branding is more than visuals; it’s the first impression, the feeling of being understood, and often, the beginning of connection. Helping clients feel seen, while also helping their clients feel seen, is at the heart of her work.
tasha romano
Tasha believes branding is the first impression, the feeling of being understood, and often the beginning of a real connection. With a background in visual storytelling and strategic execution, and having personally experienced the impact of therapy, she's deeply committed to helping mental health professionals build brands that feel safe, welcoming, and genuine.
With a background in both visual storytelling and strategic execution, Tasha is a passionate creative with a deep appreciation for meaningful design. Having personally experienced the life-changing impact of therapy, she is deeply committed to supporting mental health professionals in building brands that feel safe, welcoming, and genuine. Tasha believes branding is more than visuals; it’s the first impression, the feeling of being understood, and often, the beginning of connection. Helping clients feel seen, while also helping their clients feel seen, is at the heart of her work.

tasha romano

SENIOR DESIGNER

she/her

Isobel brings strategy, voice, and straight-up honesty to her work, with experience across consulting firms, nonprofits, and academia, plus a master's in environmental history. She cares deeply about how the right words can make someone feel understood and certain they're in the right place, especially when they're searching for mental health support. When she's not writing, she's cold-water surfing around Vancouver Island or hiking with her forever-puppy Monkey.

Isobel brings a mix of strategy, voice, and straight-up honesty to copywriting. With experience across consulting firms, nonprofit organizations, and academia (plus a master’s degree in environmental history), she knows how quickly meaning can get buried under too much polish, too much explanation, and a pile of words that sound important without actually saying much. She deeply cares about the role words play in connection, and how the right message can make someone feel understood, at ease, and a whole lot more certain they’re in the right place. Especially when they're trying to find mental health support that feels safe and aligned. When she's not behind a keyboard, you can find Isobel cold-water surfing around Vancouver Island or hiking with her 12-year-old, forever-puppy, Monkey.
isobel griffin
Isobel brings strategy, voice, and straight-up honesty to her work, with experience across consulting firms, nonprofits, and academia, plus a master's in environmental history. She cares deeply about how the right words can make someone feel understood and certain they're in the right place, especially when they're searching for mental health support. When she's not writing, she's cold-water surfing around Vancouver Island or hiking with her forever-puppy Monkey.
Isobel brings a mix of strategy, voice, and straight-up honesty to copywriting. With experience across consulting firms, nonprofit organizations, and academia (plus a master’s degree in environmental history), she knows how quickly meaning can get buried under too much polish, too much explanation, and a pile of words that sound important without actually saying much. She deeply cares about the role words play in connection, and how the right message can make someone feel understood, at ease, and a whole lot more certain they’re in the right place. Especially when they're trying to find mental health support that feels safe and aligned. When she's not behind a keyboard, you can find Isobel cold-water surfing around Vancouver Island or hiking with her 12-year-old, forever-puppy, Monkey.

isobel griffin

COPYWRITER

she/her

Corrie is a graphic designer and professional opera singer who has been building websites for over 20 years, starting with local businesses and meditation groups in middle school. They have a deep passion for cohesive branding, responsive design, and finding the perfect font (even if it takes three hours). Their partner is an LCSW, so they understand firsthand how much it matters to find the right therapist.

Corrie is a graphic designer and professional opera singer. They have been building websites professionally for over 20 years. If that sounds a little outlandish because of their radiant and youthful appearance, they started creating web designs for local businesses, meditation groups, and musical ensembles during middle school. They have a deep passion for cohesive branding, responsive website design, and scrolling through font options for 3 hours to find the absolutely perfect one for your brand. They believe very strongly in the importance of finding the right therapist, so much that their partner is an LCSW. Outside of work, they love the Verdi Requiem, little black cats, and absurdly difficult video games.
corrie lotito
Corrie is a graphic designer and professional opera singer who has been building websites for over 20 years, starting with local businesses and meditation groups in middle school. They have a deep passion for cohesive branding, responsive design, and finding the perfect font (even if it takes three hours). Their partner is an LCSW, so they understand firsthand how much it matters to find the right therapist.
Corrie is a graphic designer and professional opera singer. They have been building websites professionally for over 20 years. If that sounds a little outlandish because of their radiant and youthful appearance, they started creating web designs for local businesses, meditation groups, and musical ensembles during middle school. They have a deep passion for cohesive branding, responsive website design, and scrolling through font options for 3 hours to find the absolutely perfect one for your brand. They believe very strongly in the importance of finding the right therapist, so much that their partner is an LCSW. Outside of work, they love the Verdi Requiem, little black cats, and absurdly difficult video games.

corrie lotito

WEB DESIGNER

they/them

Bree is an NYU grad who brings creativity, insight, and genuine care to every project. Her long-standing connection to therapy and personal growth shapes the way she works, and she's passionate about helping brands feel authentically reflective of the people behind them. Outside of work she shoots film photography, collects tattoos, and hangs out with her eight-year-old Cavalier King Charles Spaniel.

Passionate, friendly, and creative, Bree thrives in collaborative environments and loves working with people from all walks of life. An NYU graduate, she brings a thoughtful blend of creativity, insight, and care to every project. Bree’s long-standing connection to therapy and personal growth deeply informs her work. She is a strong believer in the power of mental health support and is excited to use her creativity to help brands feel aligned and authentically reflective of the people behind them. Outside of work, Bree enjoys shooting film photography, decorating her apartment, collecting tattoos, and spending time with her eight-year-old Cavalier King Charles Spaniel.
bree gallina
Bree is an NYU grad who brings creativity, insight, and genuine care to every project. Her long-standing connection to therapy and personal growth shapes the way she works, and she's passionate about helping brands feel authentically reflective of the people behind them. Outside of work she shoots film photography, collects tattoos, and hangs out with her eight-year-old Cavalier King Charles Spaniel.
Passionate, friendly, and creative, Bree thrives in collaborative environments and loves working with people from all walks of life. An NYU graduate, she brings a thoughtful blend of creativity, insight, and care to every project. Bree’s long-standing connection to therapy and personal growth deeply informs her work. She is a strong believer in the power of mental health support and is excited to use her creativity to help brands feel aligned and authentically reflective of the people behind them. Outside of work, Bree enjoys shooting film photography, decorating her apartment, collecting tattoos, and spending time with her eight-year-old Cavalier King Charles Spaniel.

bree gallina

ACCOUNT MANAGER

she/her

Gabby is a creative marketing specialist who helps therapists build authentic, effective brands. She has a deep respect for the therapy profession and is passionate about helping mental health professionals create marketing that fosters genuine connection and trust.

[TITLE] Gabby Olszewska (she/her) is a creative marketing specialist dedicated to helping therapists build authentic and effective brands. With a deep personal respect for the therapy profession and the impact therapists have on people’s lives, Gabby is passionate about helping mental health professionals create meaningful marketing strategies that foster genuine connection and trust. Outside of work, Gabby loves photography, hiking, and exploring new creative outlets.
gabby olszewska
Gabby is a creative marketing specialist who helps therapists build authentic, effective brands. She has a deep respect for the therapy profession and is passionate about helping mental health professionals create marketing that fosters genuine connection and trust.
[TITLE] Gabby Olszewska (she/her) is a creative marketing specialist dedicated to helping therapists build authentic and effective brands. With a deep personal respect for the therapy profession and the impact therapists have on people’s lives, Gabby is passionate about helping mental health professionals create meaningful marketing strategies that foster genuine connection and trust. Outside of work, Gabby loves photography, hiking, and exploring new creative outlets.

gabby olszewska

SEO COORDINATOR

she/her

Robyn comes from a background in advertising, sales, acting, and teaching yoga around the globe. She's passionate about healing in all its forms, and finds real joy in helping therapy professionals find their niche and thrive in it.

Client Engagement Specialist Robyn Polo (she/her) has a background in yoga, advertising and sales and acting. She's traveled internationally teaching yoga and is passionate about healing, healing modalities and practices (of a wide range and odd variety!) For Robyn, getting to work with talented and passionate therapy professionals to help them find their pocket, and thrive in it, is an absolute joy!
robyn polo
Robyn comes from a background in advertising, sales, acting, and teaching yoga around the globe. She's passionate about healing in all its forms, and finds real joy in helping therapy professionals find their niche and thrive in it.
Client Engagement Specialist Robyn Polo (she/her) has a background in yoga, advertising and sales and acting. She's traveled internationally teaching yoga and is passionate about healing, healing modalities and practices (of a wide range and odd variety!) For Robyn, getting to work with talented and passionate therapy professionals to help them find their pocket, and thrive in it, is an absolute joy!

robyn polo

CLIENT ENGAGEMENT SPECIALIST

she/her

see our work

Our partners

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coBranding Studio is a creative agency that helps therapists and mental health professionals build authentic, purpose-driven brands. We offer custom brand design, marketing services, and everything you need to confidently connect with the right clients and grow your practice.

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