Inward Roots Collective
Sectors: Therapy / Mental Health · Clinical Consulting · Clinical Supervision (Behavioral Health / Justice-Involved)
Location: San Francisco, CA
Services: Brand Identity (logo, color, type, full visual identity), Website Design & Development (Squarespace), Content Strategy & Copywriting, Multi-Audience Messaging, Platform Migration (Wix → Squarespace)
Website: inwardrootscollective.com
The Challenge
Key Bernard is two rare things at once — a Black, non-binary, trans therapist (LCSW) offering identity-affirming care, and a licensed attorney (JD) who consults for agencies serving justice-involved populations. But none of that came through online. Their old site was an outdated Wix page with a logo that represented neither who Key is nor the very different audiences they serve.
The brand described where Key had been, not who they are or where they're going — and it spoke to no one in particular, when the whole point was to speak, very specifically, to people who are usually an afterthought.
What We Did
We rebuilt Key's brand and site so both the look and the language finally match the practice. Three major shifts:
A full rebrand, built for the vision. A brand-new logo, color palette, typography, and complete visual identity — warm, grounded, and unmistakably Key's — designed to represent not just where the practice is today, but the collective Key is building toward.
Copy tuned to four very different audiences, without diluting the voice. We wrote the site to speak directly to (1) individuals seeking identity-affirming therapy — naming the specific experience of BIPOC, queer, and gender-expansive folks who've felt unseen ("you don't have to translate yourself here"); (2) couples, through Emotionally Focused Therapy; (3) organizations — nonprofits and county/state agencies serving justice-involved populations — for clinical consulting, where Key's law degree is the edge; and (4) the clinicians Key will supervise as the collective grows. Each audience meets language written for them.
Designed and built on Squarespace. We migrated Key off the defunct Wix site onto a modern, easy-to-manage Squarespace site — including a ready-to-launch Supervision page that publishes the day Key starts bringing on associates.
See it live → inwardrootscollective.com
The Outcome
Scroll the Homepage 👇
Inward Roots now has a brand and a site that reflect exactly who Key is — a Black, non-binary, trans therapist and a JD-holding clinical consultant — and the two worlds they work across. The copy speaks to both of their audiences: someone looking for identity-affirming therapy feels understood the moment they land, while an agency lead navigating CalAIM and justice-involved care immediately sees that Key speaks their language too. One site now carries individual therapy, couples work, and clinical consulting for organizations, each with its own voice — plus a Supervision page built and ready for the day Key starts growing the collective. The brand isn't just built for where Key is; it's built for where they're going.
Testimonial:
“I just reviewed the site, and it is everything! It represents me and my vision in a way that I couldn't quite translate on my own. You and your team really nailed it.”
-Key Bernard
In Short
A Black, non-binary, trans therapist — who is also a JD-holding clinical consultant — whose old site represented none of that now has a full rebrand and a Squarespace site whose copy speaks directly to each of the very different people they serve: therapy clients, couples, justice-involved organizations, and the clinicians they'll supervise as the collective grows.
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