Mark Dombecks Full Brand and Business Overhaul

Why This Project Mattered

Mark is one form of "best client ever". Open-minded, fun to work with, emotionally attuned, and doing meaningful work that helps people heal. This was a chance to co-create something that felt like him and functioned as a magnet for the right clients—while giving him the tools to grow far beyond the site itself.

It was about building resonance, filtering for alignment, and designing a brand that worked on a deeper level. The real win? He left with a site and system that could grow with him—and the confidence to dream even bigger.

1. Project Snapshot

TL;DR: Brand strategy, identity design, photography, AI image generation, and website content consulting for a seasoned therapist who wanted to show up like a real human—without the lotus blossoms.

Full Context:Comprehensive brand strategy and website redesign for Mark Dombeck, PhD, a psychologist with over 30 years of experience. Scope included:

• Brand Strategy & Voice

• Custom Website Design & Development (Framer)

• Visual Identity Design

• Studio + Lifestyle Photography

• Strategic visual concepting and a custom image suite designed to mirror the inner world of each client persona—using AI-generated visuals and photo direction as tools for psychological resonance and brand filtering

• AI Consulting for On-Brand Copy Development

The core challenge: attract more premium-aligned clients by building a brand that filtered the right people in and felt unmistakably “Mark.”

2. Before (The Situation)

TL;DR: He had a solid, well-established practice—but his brand didn’t reflect his personality or niche. He needed something that aligned with his expertise and helped the right clients find him.

Full Context:Mark’s previous website didn’t reflect his depth, humanity, or point of view. He was a seasoned pro with a strong client base—but he wanted a brand that felt more like him. He wanted to lean into his personality, and double down on the areas he’s best known for: complex trauma, neurodiversity, and couples therapy. That meant building a brand that showcased his technical expertise and his deeply attuned presence. It needed to help prospective clients self-select based on true alignment.

3. Hypothesis / High-Level Strategy

TL;DR: Brand him like a thought leader, not a therapist-for-hire. Mark was the ideal client: reflective, collaborative, and deeply aware of the emotional weight design can carry.

Full Context:My gut instinct was that Mark needed a brand that captured both his technical precision and emotional depth—something that would speak to a younger, high-performing, often tech-aligned audience. He has real empathy for how people live with and around technology, and I knew that needed to subtly inform the design system.

I designed the logo and selected typefaces with a nod to digital fluency—nothing too literal, but enough to cue a subconscious familiarity to tech-native users. We initially explored a more traditionally 'sophisticated' palette, but pivoted toward something warmer, more playful, and approachable. Mark didn’t need to prove credibility—he already had it. What he needed was something that would express his personality and make clients feel safe, seen, and curious.

Creative POV: Most designers would’ve stopped at “clean and trustworthy.” I pushed for warmth, curiosity, and a low-key rebellious edge—because trust isn’t just earned by layout. It’s built in every micro-decision.

Throughout the project, I deliberately veered away from therapy-industry tropes. Mark got it. He’s the kind of client who understands that good branding isn’t just about surface-level polish—it’s about resonance. He never once pushed back on the more emotionally-led or design-forward choices. We collaborated over Zoom for most of the process, but meeting in person for the photo shoot sealed it—we just vibed. Working with someone doing meaningful work, someone who actually helps people heal? That’s the best kind of project. The final product was more than a deliverable—it was an extension of who he is and what he stands for.. I trusted my taste. I prioritized what I felt was right over what was expected. That meant making creative choices that may have felt more risky, but ultimately produced work that was distinct, STRATEAGIC. memorable, and emotionally aligned.

4. Key Moves

TL;DR: We combined clarity with charisma—and made sure his face showed up as much as his credentials. Then we handed him the creative tools to keep growing it himself.

• Developed distinct persona-based user journeys to guide content structure

• Created a comprehensive photo library (office, studio portraits, lifestyle)

• Used Midjourney to create conceptual images tailored to each persona’s mindset

• Co-wrote brand messaging with AI tools to ensure consistency and clarity

• Crafted a brand voice that felt like "Carl Sagan meets Mr. Rogers"

• Educated Mark on how to generate consistent branded imagery using Midjourney, including prompt techniques and brand-consistent visual direction for blog use

• Delivered a full suite of evergreen images for future blog posts—creating visual consistency across all future content

• Pivoted from traditional studio-style portraits to leading with lifestyle images taken outdoors in his Alameda neighborhood, which ultimately captured the human, neighborly vibe we wanted

5. The After (Transformation)

TL;DR: He now has a brand that looks like him, sounds like him, and works like a filter. And it unlocked way more than just client clarity.

Full Context:The clarity of Mark's client personas became the engine for everything—from website structure to blog content. He now creates focused, high-integrity posts for each persona, showing off his expertise in a way that feels totally natural. That clarity unlocked a creative flow. Using Claude AI (which I trained him on), he now outlines blog posts, explores course ideas, and even maps content for a future book—all centered around his niche.

The photography? Game-changing. The neighborhood portraits captured something the studio shots couldn’t: warmth, approachability, and an authentic sense of place. We both knew right away—those were the hero images. Together with his messaging and visual system, they form a deeply cohesive, human-first brand that clients trust before the first email.

And the real kicker: Mark is now planning a book and online courses—powered by the brand clarity, systems, and tools we built together.

6. My Takeaway

TL;DR: Empowering clients with structure + smart tools turns strategy into serious momentum.

This project reaffirmed how much clarity and traction you can create just by deeply understanding your personas. Most people underestimate how far strong client archetypes can take them—not just for messaging, but for content, brand tone, and long-term growth.

It also reminded me that giving clients creative tools (like AI copy techniques, Midjourney image prompts, and a strong visual foundation) can spark a whole new level of ownership and excitement. Mark isn’t just launching a site—he’s launching a bigger vision. And I got to help architect that from the inside out.

Notable Quotes From Mark Dombeck:

"I want the website to act as a filter powerfully - people will choose me or say 'I really don't like that guy.'"

"Trust is the most essential, most foundational thing that has to come into existence in the therapeutic environment."

"If a client can become unblocked, then they can flow, bloom in the direction of their heart's desire."

"Most of my peers generally either ignore this or they don't use it to its potential or they fall back on...pictures of still water, wetting trees, and little piles of rocks, lotus blossoms and all that shit."

"I am more flexible, more integrative, and that visually is a little bit going to be more rebellious."

On his therapeutic style: "Carl Sagan meets Mr. Rogers."

From Strategy Documents:

"The goal is to balance Mark's professional expertise with his approachable personality while ensuring each client type feels understood and supported."

"Each color serves a specific purpose in the hierarchy and removing any would create functional gaps in the system."

"Understanding these journeys helps ensure the website meets clients where they are and guides them appropriately through the decision-making process."