Umeed Psychology
Redesigned Umeed Psychology's social media presence for stronger visual consistency, accessibility, and cultural relevance across multicultural, neurodivergent, and LGBTQIA+ audiences in Melbourne and Sydney.
Built out a monthly performance reporting process and a full SEO audit to give the client clearer, more reliable insight into what's actually working.
Full Social Overhaul
Brand Identity
A full identity rework alongside the social redesign, built to read as warm and clinical in equal measure rather than picking one. The burgundy and terracotta pairing carries through everything from the logo mark to the social templates below.
Full Social Overhaul
A Redesigned Feed
Rebuilt Umeed's Instagram presence from the ground up, a repeatable template system built for consistency across multiple contributors, each post carrying its own author credit so the account reads as a team of real people rather than one faceless brand voice.
The underlying template system: a consistent statement-card format and a hook-driven carousel cover, built so new content can be dropped in without redesigning from scratch each time.
Findings
Community over polish
Umeed's audience wasn't looking for a glossier feed. They were looking for content that reflected their actual communities back at them, multicultural, neurodivergent, and queer, without flattening any of it into one generic wellness aesthetic.
cultural insight
Slower feed, stronger site
Overall social engagement dipped during the visual transition, but website traffic and interest in long-form educational content increased, pointing to a more scalable system built for high-intent audiences rather than passive scrollers.
results
What the numbers actually said
Reach was up 23.7%, and post reach published 33% more content. Engagement rate per post dropped 6.4%, but that's the trade-off of a bigger, more consistent volume, not a sign the strategy underperformed.
executive summary
What Umeed Stands On
content pillar development
We Get Your Culture
Purpose: Increase reach, shares, and audience connection.
We Get What Help Should Feel Like
Purpose: Build trust through insight and reflection.
We Get Community
Purpose: Support enquiries and bookings.
We Get Your Brain
Purpose: Strengthen brand loyalty and differentiation.
We Get Your Relationships
Purpose: Build trust through education and understanding.
event campaign
Chai Rave
sold out
A community event run with The Third Place, built around chai, movement, and a room full of people who don't usually see themselves in a wellness event flyer. The posters were built from old Tollywood and Bollywood film posters, recut and recomposed rather than referenced from a distance, treating that visual archive as material to build with instead of a mood board to nod at.
The tone stayed playful on purpose. Comic-style speech bubbles and a hot pink palette pulled from the original film stock kept the campaign feeling like an invite, not an announcement.
What The Numbers Say
reporting work
+23.7%
Reach, month on month
+33%
more content published
+61.1%
saves, May to June
Monthly Reporting
Built the recurring Instagram performance report from scratch, isolating a collab post's inflated reach to establish an accurate clean baseline for month on month comparison. Engagement rate per post dipped slightly as posting volume increased, the expected trade-off of consistency over a handful of high production posts.
SEO Audit
Full SEO audit of umeedpsychology.com.au, delivered as a branded PDF in the practice's own colour palette.
Campaign Analysis
Investigated a drop in Focus Forward link clicks despite higher engagement, tracing it back to a content and CTA mismatch rather than a reach problem.
Executive Summaries
Each report closes with a plain-English summary the client can act on directly, not just a table of numbers.
Skills
Social Media Marketing
Copywriting
SEO Auditing
Content Strategy
Performance Reporting
Brand Identity
Programs
Meta Business Suite
Loomly
Canva