Custom Branding + Website Redesign for a New York City Psychiatrist
Helping Dr. Jeff Ditzell, D.O., scale his psychiatry practice, Jeff Ditzell Psychiatry, into one of New York City’s most visible and trusted names in mental health was one of those projects that reminded me why I love this work. It wasn’t just design; it was strategy, leadership, and building a brand from the inside out.
Dr. Jeff Ditzell, D.O., is a psychiatrist specializing in treatment-resistant depression and ketamine infusion therapy. When we first met him in 2019, his practice was preparing to move from 5th Avenue to the Financial District. But his digital presence told a different story:
- He had no website (the previous agency had kept the one he paid for).
- There was no consistent brand identity.
- His social presence was nearly nonexistent, with fewer than 300 Instagram followers.
And one of the most important goals? Dr. Ditzell, D.O., was determined not to be seen as a “clinic.” He wanted to build a brand that treated people as customers, not patients; approachable, modern, and different from the cold, clinical feel of traditional mental health offices.
Client Goals
- Build a bold, modern digital presence that feels nothing like a clinic
- Create a recognizable brand identity that carries authority and warmth
- Position services in a way that attracted people who valued care as an investment, not a last resort
- Scale the practice into a seven-figure business with room for future expansion
- Grow Dr. Ditzell’s personal brand into a thought leader platform with media, podcasting, and PR
The Brand Direction
From the start, every decision was about making Jeff’s practice feel like a brand experience, not a medical office. The design had to communicate: bold, approachable, trustworthy — but never clinical.
Some of the choices we made:
- Website: A 30+ page custom build with HIPAA-compliant forms, SEO optimization, and resources written in an approachable language, no cold medical jargon.
- Brand Identity: A striking red, black, and grey palette that gave edge and authority, paired with brand guidelines that translated across web, print, and office design.
- Environmental Branding: Black ceiling, hue lighting, modern furniture, and neon signage that made the office feel like a creative lounge, not a waiting room.
- Social Media: Grew Instagram from less than 300 followers → 10,000+, focusing on authentic, conversation-driven content. Reels alone boosted reach by 537% in 90 days.
- Media & Thought Leadership: Launched the Psychs & The City podcast, produced video content, and secured press features in Forbes, The New York Times, Business Insider, and Psychology Today.
Favorite Details
- The sticky navigation bar features a bold “Book Now” CTA, designed to resemble a consumer service rather than a medical intake form.
- The dedicated podcast studio inside the office, turning Jeff’s voice into a central part of the brand.
- Environmental branding that made stepping into the office feel like entering a brand experience.
- Service positioning that spoke to value, investment, and outcomes, not treatment codes or clinical processes.
The Outcome
Over several years, Jeff Ditzell Psychiatry transformed into one of NYC’s most recognizable mental health brands:
- +162% increase in web users and +172% increase in sessions.
- 12,658+ new email subscribers.
- Rates increased by 2.5x while maintaining strong demand.
- Dr. Ditzell became a thought leader, with PR, a podcast, and media presence to match.
Most importantly, the practice is no longer seen as a clinic. It’s a brand that people connect with, treating clients as customers who are choosing an elevated mental health experience, not patients waiting for a number to be called.
