Emrani & Associates

A Practical Psychologist Building Business In Changing Times

Evolving a New York-based therapist practice to serve clients in a new world of teletherapy.
[ Launch site ]

Defining the brand

For a practical and smart audience

Dr. Emrani hired Fabrica to build her practice’s website, but she also assigned us the task of defining her brand and helping with organic search.

Brand workshop

We started with a one day workshop. We explored the competitive landscape, mapped the therapy need states of high performing New Yorkers, defined the particular approach to treatment embraced by Dr.Emrani, and ran an exercise to define the brand voice and the visual identity.

Practical and poetic

To capture the brand’s essence, we focused on Dr. Emrani’s pragmatic approach, inspired by the influential humanistic psychologist Carl Rogers. Combining Dr. Emrani’s heritage as an Iranian immigrant with being an achievement-driven professional, a working mother, and a therapist who focuses on helping clients achieve balance in life led us to Rumi, the classical Persian Poet. From that point, the tone of voice became clear.

Covid 19 Pivot

Embracing uncertainty

Just as we completed the site and commenced our on-page and off-page SEO, the pandemic struck. With in-person therapy prohibited, the lockdown required us to evolve the site, add new Coronavirus resources, move away from local SEO to embrace the new normality of online therapy.


Working remotely and taking new online clients, Dr. Emrani retained us to assist with blogging strategy and publishing, search optimization, Google My Business, and backlink strategy.
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