Hoda Counseling
Independent Counselor for Adults
Portfolio > Hoda Counseling
"McKensey is amazing! I'm over the moon that I hired her for my photography brand refresh."
“What began as a branding refresh became something deeper—a return to my roots and to the way I want people to feel inside my work.”
"Not only do we share the same love for our Norwegian heritage, but she is such a joyful and creative being! I love everything we did together."
Lena Britt
With over 15 years of experience documenting life’s most meaningful moments, Lena specializes in documenting weddings and life’s milestones with heart, artistry, and a touch of whimsy.
She captures photographs that honor connection, legacy, and the beauty of being fully present.
The Opportunity
Lena’s work was strong, but her brand and website weren’t fully communicating what set her apart.
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Her positioning felt similar to other photographers in a saturated market
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Her messaging didn’t reflect the emotional depth of her work
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The website lacked cohesion between visuals, voice, and user experience
There was an opportunity to elevate her from “photographer” to artist with a point of view.
The Approach
This project followed a structured, collaborative process rooted in both strategy and creative exploration.
Brand Foundation
Through working sessions and guided exercises, we defined:
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Brand story + personal narrative
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Mission, vision, and values
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Voice and tone
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Target audience
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Core messaging
This phase was less about inventing something new and more about uncovering what was already true.
Visual Identity
We translated strategy into a refined, visual system that honored Lena's heritage:
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Timeless color palette
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Typography that feels editorial and enduring
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Logo suite that supports flexibility without overpowering the work
Website Revamp
We restructured and redesigned the site to:
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Let imagery lead while supporting it with intentional copy
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Simplify navigation and improve user flow
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Strengthen SEO and accessibility foundations
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Create a cohesive, immersive brand experience
The result is a site that feels grounded, confident, and uniquely Lena.
Portfolio > Hoda Counseling