Adelante Counseling

Logo, Brand Identity & Website Design

A clean, modern brand for Adelante Counseling that builds a strong digital presence and reflects the practice’s core values of authenticity, connection, and personal growth—positioning it as a trusted, accessible resource for men’s mental health.

Date

February 2025

Client Location

Grand Rapids, MI

Deliverables

Boilerplate, Logo, one-page style guide, social media graphics, business card and letterhead design, custom email signature, promotional print materials, 3–5 page responsive Squarespace website, SEO setup

About the Client

Adelante Counseling is a virtual mental health practice launching this spring, founded by Josue “Sway” Guillen, LLMSW, and rooted in the steady reminder he grew up hearing: sigue adelante—keep going. Built around this spirit of resilience, the practice offers a relaxed, welcoming space for men of all ages to receive support with anxiety, depression, and life’s challenges.

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The goal behind the Adelante Counseling brand was to build a strong digital presence that feels trusted, accessible, and specifically supportive of men’s mental health. We aimed for a clean, modern aesthetic grounded in authenticity, connection, and personal growth, ensuring the brand could attract and retain clients through clarity and warmth.

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The final brand identity is inviting, professional, and approachable, using calming neutrals, minimalist design, and conversational messaging to create a sense of comfort and forward movement.