The Curious Kind

Challenge

Jess needed a brand and website for a Vancouver therapy practice created for people who have often felt different, too much or out of step. The practice needed to communicate her justice-oriented, story-based approach and deeply held values without blending into the soft, polished sameness of the wider counselling industry.

Solution

During a two-week Easy Week, Easy Originals created an expressive brand identity and Squarespace website that made room for curiosity, complexity and personality. The finished system feels warm and welcoming while confidently reflecting the politics, values and fierce kindness at the heart of Jess’s work.

Strategy

Rather than designing around what a therapy practice was expected to look like, we designed for the thoughtful, creative and self-described “weird kids” The Curious Kind wanted to reach. The messaging welcomes the awkward, sensitive and complex parts of being human, while the visual identity helps the practice stand apart without losing the clarity and trust people need when seeking therapy.

Project Scope

Brand strategy / Visual identity / Graphic system / Website strategy / Content structure / Squarespace design and development / User experience / Search optimization

Outcome

The Curious Kind now has a distinct, values-led brand that immediately helps the right people recognise themselves in the practice. What began as Jess’s private practice has grown into a group practice offering individual and youth therapy, clinical supervision, group work and community offerings—all supported by a flexible identity and website that can continue growing alongside it.

“The website and brand we created together have not only felt like a true reflection of me and my work, but they’ve also become a magnet for the right people. Folks who get it really get it, and they’re showing up because the brand speaks directly to them. In the scroll of endless therapist websites, mine stands out. It does not blend in. It captures attention, it holds clarity, and most importantly, it captures my voice.”

— Jess Lenihan, The Curious Kind