One woman. Three rooms. Three readers who (almost) had nothing in common.

Farrah is a therapist, a forensic mediator, and a coach, and none each of those audiences speak the same language at the same time. Her therapy and coaching clients can feel like the same person at two totally different stages of life. And then there’s an attorney checking out the forensics page — a first for me — which required a register I’d never worked with before. Farrah herself doesn’t fit the “usual” therapist mold: warm, yes, but boundaried and confident in a way that most therapist-centered copy doesn’t know how to hold. She reminded me of an old friend or a favorite professor, the epitome of insight and intellect — but never too assuming about it. That feeling carried across her entire site. One of the most layered builds I’ve done to date.