Web design for psychotherapist Lucy Roberts, based in London with 15 years in the field. She is not a silent therapist, in her words, and the website needed to carry that: warm, direct, a bit irreverent, and a long way from clinical.

Lucy wanted nature to lead, in line with her outdoor photoshoot. So the images run large across the site, and the palette is built around green. We kept to green on purpose: it reads calm and warm, which is the right feel for therapy.

There is a lot of copy across the site, so the layout is editorial and clearly structured, with simple navigation and generous margins that make each page easy to move through. Headings are set in an elegant display serif for character, with a clean sans-serif underneath to keep the body readable.

The result is a website that feels personal rather than clinical, and speaks plainly to anyone looking for therapy in London.