That’s F*cked Therapy
That’s Fucked is therapy without the filter. A therapy practice creates a space where clients can show up as they are — angry, numb, sad, or unsure — and know their feelings are valid and welcome. Through trauma therapies, movement, art, and community, Kat’s collective offers care that’s real, accessible, and tailored to each individual.
BRANDING & WEBSITE
The Direction
The direction for That’s Fucked rejected softened mental health messaging in favor of honesty, relatability, and cultural realism. The visual system uses bold typography, high-contrast layouts, and an unapologetic aesthetic to mirror the blunt language and create immediate recognition and emotional permission. Together, the brand validates hard truths without sugarcoating, opening space for real, stigma-free conversation and connection.
Once we landed on a name and visual direction that felt true to Kat's personality and the space she was building, I built out the brand identity to match.
And of course, every format she'd need for any application.
From there the brand came to life across a range of assets, including this notebook, a little something to welcome new clients.
Even the business cards had to be on brand. For That's Fucked, handing someone your card is already an invitation to drop the filter.
Branded mugs for staff to fuel up and for clients who could use a pick-me-up.
I designed a set of custom brand icons, essentially the brand's own emoji set, a nod to Kat's love of emojis and a natural fit for the younger demographic she works with.
I built out a set of social templates to establish what the brand could look like in the feed. For a practice trying to reach a younger demographic, showing up consistently and authentically on social isn't optional.
From there we moved into the website, with copy written in the brand's voice and a design that felt like a natural extension of the identity.
About Page
Services Page
Community / Events Page
Contact Page
Impact
Surprise! That's Fucked isn't a real business. Kat is my ideal client brought to life: bold, innovative, and exactly the kind of founder I do my best work with. My discovery process goes deep, and that didn't stop because Kat isn't real. She has a vision, values, a story, and a personality, just like all my clients, and I was able to align all of it with her brand, website, offerings, and the way her business shows up every day. A truly aligned brand helps you stand out and attract the right people. If this is what I can build for a client I made up, imagine what I could do for you.
