Full brand and site build for a solo LCSW private practice in New York — logo, design system, and a single-page telehealth site deployed in hours.
Yanina Mitelman, LCSW had been practicing therapy in New York for years — accepting clients via Headway, Alma, and Psychology Today — but had no standalone web presence to call her own. Referrals came through third-party directories; there was no owned brand, no place to send word-of-mouth leads, and no way to control the first impression her practice made.
The ask was to build everything from zero: a logo, a visual identity, a design system, and a fully coded site — all working together to communicate warmth, safety, and clinical credibility to people searching for therapy when they're at their most vulnerable.
The constraint was clear: nothing could feel clinical, corporate, or cold. Every decision — color, font, copy, layout — had to pass that test. The result was a live, production-deployed site at crescentpsychotherapy.com with a complete brand identity, a documented design system (v1.1), and full SEO/schema markup — ready to be found, ready to be trusted.
Yanina Mitelman is a New York licensed clinical social worker offering trauma-informed individual and couples therapy via telehealth — blending DBT, CBT, and somatic experiencing with a warm, grounded clinical style.
No website, no brand, no logo. Just a name, a practice, and a philosophy. She needed a standalone identity and web presence that could sit alongside her Psychology Today, Headway, and Alma profiles — ownable, referral-ready, and Google-discoverable from day one.
A fully deployed single-page site at crescentpsychotherapy.com — custom SVG logo, design system v1.1, scroll-triggered animations, testimonial carousel, three-platform booking integration, schema.org MedicalBusiness structured data, and full Open Graph SEO. Live via Netlify with a custom domain.
There was no Figma file. No wireframe phase. No design-then-dev handoff. The workflow was brief → build, with AI doing the heavy lifting in between. The process started with a written brief: Yanina's practice philosophy, her audience, what she needed the site to do, and the one hard constraint — nothing could feel clinical.
That brief went straight into Claude Code inside VS Code. From there, the entire project was built through a conversation: color systems, type pairings, logo geometry, component specs, copy, SEO markup — all developed iteratively in the editor, in real time. Gemini handled the research layer — validating schema.org structures and pressure-testing copy against what therapy-seekers actually search for. Antigravity handled live preview and browser QA across viewports.
The logo started as a concept in the brief — a crescent with stars — and was rendered as a hand-crafted SVG directly in code: three paths, two star forms, one crescent body, fully scalable from favicon to hero. No vector app opened. The design system lived in a markdown reference doc and a CSS custom properties block — 20 tokens, documented in v1.1. Total time from brief to deployed site: weeks, not months.
Written brief established brand personality, audience emotional state, and hard constraints. The brief became the prompt — fed directly to Claude to anchor every decision. No mood board. No discovery deck.
The logo mark was built as a hand-crafted SVG: three paths — large star, small star, crescent body — with a four-context color system documented inline. Iterated in VS Code, previewed live in the browser.
A 20-token color palette across Forest Greens, Warm Ambers, and Neutrals — plus a Playfair Display / DM Sans type scale and component library codified as CSS custom properties and a living reference doc (v1.1).
Sticky nav, animated hero, services grid, seamless testimonial carousel, three-platform booking grid, Calendly CTA. Mobile-responsive from the start; Antigravity caught every breakpoint issue before commit.
Gemini validated the schema.org MedicalBusiness block — services, credentials, booking actions, sameAs cross-links — against current spec. Full OG, Twitter Cards, canonical. Pushed to Netlify via CNAME on crescentpsychotherapy.com.
Working with Yanina has been transformative. She creates an environment where I feel completely safe to explore the hardest parts of myself.
— Verified Client · Psychology Today