BrightChoice

Brand Development & Digital Marketing Launch

Overview

I partnered with BrightChoice, an online therapy platform based in Indiana, to help launch their brand and develop their initial marketing strategy. BrightChoice’s mission was to make therapy more accessible through a simple, digital-first platform connecting users to licensed therapists.

Branding

Collaborating closely with company stakeholders, I led the creation of BrightChoice’s brand identity, including the logo design, website theme, and marketing materials used across college campus events, sales meetings, and digital channels.

The goal was to build a brand that felt approachable, trustworthy, and empowering for both therapists and clients.

Marketing Strategy

I designed and executed the company’s first digital advertising campaigns, starting with Google Ads, Facebook, and Instagram, later expanding to TikTok. My responsibilities included:

• Developing ad creative for display and social media platforms

• Managing campaign setup and optimization

• Tracking performance to refine targeting and improve ROI

Results

Within the first few months of launch, the campaigns drove:

• A surge in therapist sign-ups, showing strong early engagement with the brand

• Steady growth in click-through rates and site interactions across paid channels

• Increased brand recognition within Indiana’s online mental health community

Although the company ultimately paused operations due to market and insurance limitations, the early results demonstrated that the brand strategy and marketing foundation were strong, resonating effectively with both audiences.

Impact

This project showcased my ability to build a brand from the ground up, from visual identity to performance marketing, and to deliver measurable early traction through thoughtful creative and digital strategy.