Lisa Rainwater and the wuffalo (as her 5-old self pronounced it). That’s where the journey started: a conversation about the development of a new private practice and what she wanted to provide clients—deep dives into meaning and purpose in life and a sense of personal resilience.

Initial Pain Point: What do I name my practice? When developing a name for an individual private practice it’s never a bad idea to use your surname. In this case Lisa has a unique and memorable last name (Rainwater). It made sense to begin there and develop her brand story around meaningful, iconic visuals that resonated with her practice philosophy.

Brand Strategy & Design: What represents me, my brand, and my practice work? Through initial discovery and collaboration, one idea was recurring, Lisa believed in the resilience of the human spirit. She also had a fondness for the plains and mountains of the West. In the development of her brand story, the resilience of the buffalo was a common metaphor. She had used this imagery in her psychotherapy work with clients to refer to resilience and facing the storms of grief and trauma. It became clear that the buffalo would be a representative icon of the Rainwater Counseling brand. Complimenting and coexisting with the buffalo would be sunrises and sunsets, plains and mountain landscapes, and an earthy, rich color palette that brought harmony and consistency to all brand communications.

Growth Coaching: Do I have to maintain this all on my own? Regular check-ins and planned brainstorming sessions continue to support the evolution of the Rainwater Counseling brand. Lisa is a creative soul and loves the content development process. She relishes the opportunity to create and express herself through the evolving story of her brand. Her diligence and interest in sharing valued content with her audience creates the perfect situation for minimal growth coaching support. Each session serves as a time for brainstorming, stewardship, and brand evolution—all while she continues to be the owner and creator of all Rainwater Counseling content.