I found my therapist on Instagram.

Like many millennials in 2019, I wasn’t just using social media to connect with my friends, I had fully embraced my role as consumer. Show me a fancy candle or an upscale waffle-knit towel and I will add to cart.

So it wasn’t a surprise when my attention was captured by a shiny ad from Alma, a new mental health care startup promising an easier way to find a therapist. My actual therapist now was featured in the ad, sitting on a beautiful leather couch in front of a tasteful-yet-eclectic piece of art that said “I’m qualified, but in a fun kind of way.” (This turned out to be true).

Two years later I would join Alma as their first full-time creative hire and help the company (rapidly) move into its next chapter:

• From a team of none → to a team of eight copywriters, designers, and creative project managers

• From no review processes or copy guidelines → to resources galore

• From around 15 creative requests per month → to 100+

• From supporting a few dozen therapists in New York → to thousands of therapists, customers, and success stories around the country

I worked with some of the best in the biz to bring Alma to life — a warm, thoughtful, human brand. You can find some of that work below :)