When you start your private practice, one of the first things you need to do is decide what your brand will look and feel like. Will it be warm and welcoming? Bright and energetic? Cozy and deep?

I always start designing a brand by asking my clients two important questions:

What do you want your clients to say about working with you?
How do you want them to feel about their experience?

The experience you want to create for clients, along with the type of people you work with, will help you to determine your brand style.

Finding your brand style

To find your brand style, start by asking yourself what kind of experience you want to create for patients.
Then think about the words you want them to use when describing your business.
Create a list of 5-10 words that most accurately describe your brand. You can use my post on 500+ words to describe your brand to help.
Now think about the design style that embodies those words and that resonates with you.
Choose the brand style that best fits your business and then choose a mood board that feels the most like what you want your office, website, and social media to look like.

Tips for choosing a brand style

Most people are tempted to choose a brand style that matches what they like for themselves, but it should be more about your clients (although you don’t want to hate what you pick). It should also be a reflection of your personality. Something dark and moody won’t fit if you’re bright and bubbly when working with patients.

Some design styles lend themselves to certain types of practices. Playful works really well for anyone working with children. Beachy can fit if your location is near the ocean, but might feel strange if you’re in a rural area hours from the coast. Art Deco is elegant with bold colors and can fit lots of practices, but may not be the best choice if you’re more laid-back and want a relaxed atmosphere.

The 25 styles below are examples that you can choose from, but they aren’t your only options. For each, I’m sharing:

a little about the style
the feeling it gives to clients
common design elements
brand words that fit that style

I also share examples of different health and wellness practices that could use this style and different mood boards to showcase how each can look different based on the colors and images you use on your website.

Style Name: 90's

The 90's style embodies a playful and vibrant aesthetic that encourages self-expression and individuality.

Clients feel energized and nostalgic, describing their experience as fun, relatable, and uplifting.

Design Elements: Bright colors, geometric patterns, oversized furniture, vintage graphics, playful typography

Descriptive Brand Words: Vibrant, nostalgic, playful, motivational

The 90’s style is perfect for vibrant, relatable practices

A fitness instructor who creates a fun, upbeat environment and encourages clients to celebrate their individuality.
An art therapist who values self-expression and playfulness to engage with children of all ages.
A nutritionist who embraces a balanced approach to health with an energetic style.
A mental health counselor who prioritizes relatability and humor, fostering a supportive environment.

Mood board examples for a 90’s style

Style Name: Abstract

The abstract style emphasizes bold, imaginative designs that foster emotional exploration and mindfulness.

Clients feel inspired and focused, using words like creative, calming, and transformative to describe their experience.

Design Elements: Organic shapes, vibrant colors, random patterns

Descriptive Brand Words: artistic, creative, imaginative, surprising

The Abstract style is perfect for artistic, emotional practices

An art therapist who encourages emotional exploration through creative practices, using bold and imaginative designs to inspire clients and foster a sense of freedom.
A holistic practitioner who promotes health and wellness with innovative techniques, embracing fluidity and creativity in their approach to well-being.
A mindfulness coach who creates transformative experiences through abstract art, encouraging self-discovery and reflection with a playful and open-minded spirit.
A physical therapist who infuses sessions with energy and motivation to enhance recovery.
A dietitian who utilizes colorful, abstract visuals to present nutritional information in a dynamic and engaging way, making healthy eating feel accessible and fun.

Mood board examples for an Abstract style

Style Name: Art Deco

The Art Deco style showcases glamour and sophistication with its bold geometric patterns and luxurious details.

Clients feel luxurious and sophisticated, characterizing their experience as elegant, refined, and indulgent.

Design Elements: Geometric shapes, metallic finishes, luxury materials

Descriptive Brand Words: beautiful, bold, chic, cultured

The Art Deco style is perfect for bold, elegant practices

A luxury aesthetician who offers high-end treatments with a flair for glamour, reflecting sophistication and elegance in every service.
A cosmetic dermatologist who combines vintage charm with modern techniques, creating a seamless experience that celebrates timeless beauty.
A nutritionist who embraces a polished, upscale approach to health, providing clients with refined, personalized meal plans that exude style.
A tattoo artist who specializes in intricate, geometric designs, infusing artistry and sophistication into each piece, capturing the essence of the Art Deco era.

Mood board examples for an Art Deco style

Style Name: Arts & Crafts

The Arts & Crafts style values craftsmanship and individuality, promoting mindfulness through creative practices.

Clients feel engaged and authentic, describing their experience as nurturing, creative, and hands-on.

Design Elements: Woodwork, handcrafted details, earthy tones

Descriptive Brand Words: academic, artisan, classic, compassionate

The Arts & Crafts style is perfect for artisan, compassionate practices

A wellness educator who promotes hands-on creativity through craft-making workshops, emphasizing the importance of mindfulness and connection to nature.
A family therapist who utilizes crafts as therapeutic tools, fostering emotional expression and creativity in a cozy, nurturing environment.
An occupational therapist who integrates creative activities into therapy sessions, empowering clients to develop skills in a supportive, artistic atmosphere.

Mood board examples for an Arts & Crafts style

Style Name: Bohemian

The Bohemian style celebrates diversity and creativity, encouraging clients to embrace their uniqueness.

Clients feel free-spirited and accepted, using words like vibrant, eclectic, and personal to describe their experience.

Design Elements: Layered textures, vibrant colors, ethnic patterns

Descriptive Brand Words: accepting, adventurous, artistic, curious

The Bohemian style is perfect for accepting, creative practices

A holistic healer who embraces eclectic practices and free-spirited philosophies, creating a welcoming environment that celebrates individuality and personal growth.
A yoga instructor who fosters community and connection, encouraging students to explore their unique paths through playful and transformative classes.
A hair stylist who specializes in bohemian-inspired hairstyles, empowering clients to express their personality through unique and artistic looks.

Mood board examples for a Bohemian style

Style Name: Botanical

The botanical style emphasizes the beauty and benefits of nature, integrating plants and natural elements into wellness practices.

Clients feel rejuvenated and connected to nature, often describing their experience as refreshing, holistic, and nourishing.

Design Elements: Greenery, floral patterns, wooden textures, soft pastels, natural light

Descriptive Brand Words: organic, natural, fresh

The Botanical style is perfect for holistic, nurturing practices

A wellness coach who emphasizes a deep connection to nature, using plants and herbal remedies to create personalized health programs that inspire growth.
An herbalist who values the healing properties of plants, offering consultations and products that celebrate the beauty and benefits of nature.
A dietitian who promotes healthy eating through vibrant, plant-based meals, highlighting the importance of fresh ingredients and sustainability.
A chiropractor who incorporates botanical elements into their practice, creating a serene atmosphere that encourages holistic healing and wellness.

Mood board examples for a Botanical style

Style Name: California Chic/Beachy

The California Chic and Beachy styles embody a laid-back, yet sophisticated aesthetic that promotes well-being and sustainability.

Clients feel relaxed and revitalized, characterizing their experience as balanced, stylish, and refreshing.

Design Elements: Light wood, neutral tones, airy fabrics

Descriptive Brand Words: airy, easygoing, casual

The California Chic/Beachy style is perfect for easygoing, warm practices

A fitness trainer who embodies a laid-back yet stylish vibe, promoting wellness with a focus on balance and enjoying life in the moment.
A health coach who integrates sustainable practices into their lifestyle guidance, inspiring clients to embrace a holistic and environmentally conscious approach to well-being.
A medical spa that offers rejuvenating treatments with an emphasis on natural beauty and self-care.
A dietitian who creates vibrant meal plans that celebrate local, seasonal ingredients, encouraging a connection to the land and a healthy, enjoyable lifestyle.

Mood board examples for a California Chic or Beachy style

Style Name: Cosmic/AStral

The cosmic or astral style encourages spiritual growth and exploration, using celestial themes to inspire mindfulness.

Clients feel enlightened and introspective, describing their experience as profound, peaceful, and expansive.

Design Elements: Dark backgrounds, star patterns, galaxy visuals, gradients, glowing effects

Descriptive Brand Words: ethereal, mysterious, infinite, relaxing

The Cosmic/Astral style is perfect for ethereal, mindful practices

A meditation guide who fosters introspection and self-discovery, using celestial themes to inspire clients on their journeys toward inner peace.
A holistic health practitioner who embraces universal concepts in their practice, helping clients connect with their higher selves and the world around them.
An energy healer who promotes tranquility through cosmic motifs, creating transformative experiences that resonate with clients on a spiritual level.
A mental health counselor who incorporates cosmic themes into therapy, encouraging openness and exploration of personal beliefs in a supportive atmosphere.

Mood board examples for a Cosmic or Astral style

Style Name: Cottagecore

The Cottagecore style celebrates simplicity and connection to nature, fostering a sense of warmth and community.

Clients feel comforted and grounded, often describing their experience as cozy, nurturing, and heartfelt.

Design Elements: Soft colors, distressed wood, floral patterns

Descriptive Brand Words: affectionate, antique, chic, welcoming

The Cottagecore style is perfect for cozy, community-focused practices

A family counselor who prioritizes warmth and connection, using a nurturing approach that celebrates the joys of home and nature.
A naturopathic doctor who offers workshops that encourage holistic healing practices rooted in simplicity and the beauty of the natural world.
An organic baker who shares wholesome treats with a focus on community and tradition, embodying the values of care and craftsmanship.
A physical therapist who incorporates gentle, nature-inspired techniques into rehabilitation, promoting recovery in a supportive and calming environment.

Mood board examples for a Cottagecore style

Style Name: Dark Academia

The Dark Academia style embraces a love for literature and art, creating an atmosphere conducive to introspection.

Clients feel intellectually stimulated and understood, using words like reflective, deep, and enriching to describe their experience.

Design Elements: Dark tones, vintage books, ornate details

Descriptive Brand Words: educational, pensive, serious

The Dark Academia style is perfect for educational, reflective practices

A mental health counselor who creates an intellectually stimulating environment for introspection, using literature and art as therapeutic tools.
A wellness coach who emphasizes personal growth through reflective practices, inspiring clients to explore their passions and deeper thoughts.
An esthetician who blends vintage aesthetics with modern skincare techniques, fostering a sense of timeless elegance and self-care.
A speech therapist who uses classic literature to enhance communication skills, promoting an appreciation for language and expression in a thoughtful atmosphere.

Mood board examples for a Dark Academia style

Style Name: Farmhouse

The Farmhouse style celebrates warmth and connection, promoting a sense of comfort and community through traditional values.

Clients feel comforted and grounded, often describing their experience as cozy, nurturing, and heartfelt.

Design Elements: Whitewashed walls, barn doors, shiplap, neutral tones

Descriptive Brand Words: cozy, chic, warm

The Farmhouse style is perfect for cozy, nurturing practices

A family therapist who promotes comfort and connection, using a warm, welcoming approach that values the simplicity of home.
A community wellness educator who shares knowledge on nutrition and natural living in a rustic environment that fosters engagement.
An organic café owner who serves wholesome meals with a focus on community and tradition, reflecting the values of farmhouse living.
A massage therapist who creates a cozy, nurturing atmosphere that emphasizes relaxation and personal connection with clients.

Mood board examples for a Farmhouse style

Style Name: Feminine

The feminine style emphasizes grace and self-care, creating a welcoming environment for women's wellness.

Clients feel valued and empowered, describing their experience as elegant, supportive, and nurturing.

Design Elements: Pastels, delicate fonts, floral patterns

Descriptive Brand Words: delicate, gentle, graceful

The Feminine style is perfect for delicate, supportive practices

A wellness coach who creates a nurturing environment, focusing on women’s health and empowerment with a gentle, supportive approach.
A spa therapist who offers tailored treatments that enhance self-care and promote relaxation, reflecting elegance and femininity.
A nutritionist who emphasizes a holistic approach to women’s health, incorporating vibrant, nourishing foods into a balanced lifestyle.
A mental health therapist who fosters a compassionate space, prioritizing emotional well-being and personal growth for women.

Mood board examples for a Feminine style

Style Name: Light & Airy

The Light & Airy style promotes openness and positivity through bright colors and minimalistic design.

Clients feel clear and refreshed, often using words like uplifting, serene, and inviting to describe their experience.

Design Elements: White space, light colors, soft textures

Descriptive Brand Words: calm, effortless, encouraging

The Light & Airy style is perfect for uplifting, calm practices

A yoga instructor who promotes tranquility and mindfulness, encouraging clients to find balance and peace through light-filled practices.
A health coach who offers guidance in a bright, inviting atmosphere, inspiring clients to embrace clarity and simplicity in their wellness journeys.
A spa practitioner who provides relaxation treatments that focus on rejuvenation and mental clarity, utilizing light and airy techniques.
A chiropractor who creates a serene environment that emphasizes comfort and ease, promoting holistic healing through gentle adjustments.

Mood board examples for a Light & Airy style

Style Name: Mediterranean

The Mediterranean style emphasizes the joy of fresh ingredients and healthy living, celebrating cultural richness.

Clients feel vibrant and nourished, characterizing their experience as wholesome, flavorful, and community-focused.

Design Elements: Warm colors, terracotta, arches, natural materials

Descriptive Brand Words: calming, lush, experienced

The Mediterranean style is perfect for calming, community-focused practices

A wellness coach who incorporates natural materials and vibrant colors, creating a lively atmosphere that celebrates healthy living and community.
A nutrition consultant who emphasizes Mediterranean diets, sharing the joy of fresh, flavorful meals that promote well-being.
An esthetician who offers rejuvenating treatments that reflect the essence of Mediterranean beauty, focusing on natural ingredients and techniques.
A physical therapist who employs holistic methods inspired by Mediterranean traditions, fostering a sense of warmth and healing.

Mood board examples for a Mediterranean style

Style Name: Midcentury Modern

The Midcentury Modern style embodies simplicity and functionality, creating a harmonious and inviting atmosphere.

Clients feel at ease and sophisticated, describing their experience as stylish, clean, and innovative.

Design Elements: Clean lines, organic shapes, bold colors

Descriptive Brand Words: attentive, classic, exceptional

The Midcentury Modern style is perfect for classic, inviting practices

A mental health counselor who creates a sleek, calming environment, promoting open dialogue and personal growth through modern aesthetics.
A fitness coach who blends contemporary classes with functional design, encouraging engagement and comfort in every session.
An organic skincare specialist who reflects midcentury values of simplicity and quality, offering natural products that promote self-care.
A chiropractor who utilizes a clean, modern approach to wellness, emphasizing the importance of alignment and body awareness.

Mood board examples for a Midcentury Modern style

Style Name: Minimalist

The Minimalist style prioritizes clarity and tranquility, emphasizing essential elements in wellness practices.

Clients feel focused and calm, using words like clear, simple, and peaceful to describe their experience.

Design Elements: Neutral colors, ample white space, clean lines, simple typography, minimal ornamentation

Descriptive Brand Words: clean, simple, balanced

The Minimalist style is perfect for simple, tranquil practices

A telehealth therapist who provides efficient online services in a streamlined environment, emphasizing clarity and focus in therapy.
A health coach who promotes simplicity in wellness, guiding clients to adopt clear, straightforward habits for a balanced lifestyle.
A spa practitioner who emphasizes relaxation and simplicity in treatments, creating a tranquil atmosphere for rejuvenation.
A massage therapist who utilizes minimal distractions to focus on healing, ensuring clients experience deep relaxation and relief.

Mood board examples for a Minimalist style

Style Name: Modern

The Modern style reflects innovation and forward-thinking approaches to health and wellness.

Clients feel inspired and empowered, characterizing their experience as cutting-edge, dynamic, and effective.

Design Elements: Sleek lines, bold typography, minimal ornamentation

Descriptive Brand Words: assured, balanced, capable, competent

The Modern style is perfect for capable, simple practices

A fitness trainer who offers contemporary classes that focus on innovation and engagement, encouraging a progressive approach to health.
A nutrition consultant who provides guidance in a chic environment, emphasizing the latest trends in healthy eating and lifestyle.
An aesthetic practitioner who integrates advanced techniques in a stylish setting, reflecting modern aesthetics in beauty treatments.
A speech therapist who employs innovative methods to enhance communication skills, making sessions engaging and effective.

Mood board examples for a Modern style

Style Name: Organic

The Organic style emphasizes clean living and sustainability, integrating natural elements into wellness practices.

Clients feel nourished and rejuvenated, often describing their experience as pure, natural, and holistic.

Design Elements: Natural fibers, earthy tones, organic shapes

Descriptive Brand Words: authentic, calming, empathetic

The Organic style is perfect for calm, empathetic practices

A naturopathic doctor who prioritizes natural healing practices, promoting organic products and holistic wellness in a serene environment.
A health coach who advocates for clean eating and sustainable living, emphasizing the benefits of organic ingredients in nutrition.
A med spa that uses natural products that celebrate eco-friendly values, focusing on sustainability and purity.
A dietitian who provides guidance centered around organic and whole foods, encouraging clients to embrace healthy eating habits.

Mood board examples for an Organic style

Style Name: Playful

The Playful style promotes creativity and exploration, making wellness enjoyable and accessible.

Clients feel joyful and carefree, using words like fun, engaging, and exciting to describe their experience.

Design Elements: bright colors, quirky illustrations, playful fonts

Descriptive Brand Words: excited, encouraging, cheerful, bright, welcoming, fun

The Playful style is perfect for fun, child-oriented practices

A play therapist who embraces creativity and imagination, using engaging activities to foster emotional expression.
A family wellness advocate who promotes health through fun and interactive classes, making wellness enjoyable for all ages.
A dietitian who inspires families to explore healthy eating with a fun, hands-on approach that encourages experimentation.
A hair stylist who encourages self-expression through vibrant, playful hairstyles that reflect personality and individuality.

Mood board examples for a Playful style

Style Name: Retro

The Retro style celebrates classic influences and personal expression through its lively aesthetic.

Clients feel nostalgic and unique, describing their experience as vibrant, creative, and memorable.

Design Elements: Bright colors, geometric patterns, vintage typography

Descriptive Brand Words: memorable, authentic, timeless

The Retro style is perfect for creative, vibrant practices

A vintage fitness instructor who inspires clients with nostalgic workouts, emphasizing fun and community in their approach to fitness.
A holistic health practitioner who incorporates retro elements while focusing on traditional healing methods that stand the test of time.
An esthetician who blends vintage aesthetics with contemporary treatments, creating a unique beauty experience for clients.
A tattoo artist who specializes in retro designs, allowing clients to express their individuality through nostalgic artwork.

Mood board examples for a Retro style

Style Name: Rustic

The Rustic style reflects a welcoming atmosphere and a sense of belonging through its nostalgic elements.

Clients feel connected and comforted, often describing their experience as warm, supportive, and community-oriented.

Design Elements: Wood elements, vintage textures, open fields

Descriptive Brand Words: rustic, classic, traditional, nostalgic

The Rustic style is perfect for classic, warm practices

A naturopathic doctor who emphasizes traditional remedies and local ingredients, embodying a down-to-earth approach to health that resonates with community values.
A family therapist who fosters connection and support, using a warm, inviting style that reflects the charm and simplicity of classic Americana.
A health food advocate who promotes wholesome comfort food with a healthy twist, celebrating nostalgia and the joy of sharing meals with loved ones.
A massage therapist who integrates classic techniques with a friendly, approachable demeanor, creating a sense of trust and comfort for clients seeking relaxation.

Mood board examples for an Rustic style

Style Name: Scandinavian

The Scandinavian style embodies minimalism and functionality, fostering a sense of peace and well-being.

Clients feel serene and connected, often using words like simple, calming, and balanced to describe their experience.

Design Elements: Light wood, neutral palette, clean lines

Descriptive Brand Words: accessible, approachable, laidback

The Scandinavian style is perfect for approachable, peaceful practices

A family therapist who emphasizes simplicity and nature, creating a calming environment that promotes comfort and connection.
An eco-friendly wellness advocate who champions natural products with a clean aesthetic, reflecting the values of sustainability and purity.
A naturopathic practitioner who incorporates holistic healing practices in a bright and welcoming atmosphere, fostering overall wellness.
A physical therapist who utilizes gentle, nature-inspired techniques in rehabilitation, promoting recovery through holistic methods.

Mood board examples for a Scandinavian style

Style Name: Tropical

The Tropical style promotes a vibrant and welcoming atmosphere, encouraging a positive approach to wellness.

Clients feel invigorated and joyful, characterizing their experience as lively, refreshing, and community-oriented.

Design Elements: Bright colors, leafy patterns, natural materials

Descriptive Brand Words: cheerful, lush, bold

The Tropical style is perfect for cheerful, welcoming practices

A wellness coach who creates a vibrant atmosphere for holistic services, encouraging a joyful approach to health with bold colors and lively energy.
A children’s therapist who fosters creativity and comfort through playful decor and engaging activities, inspiring emotional expression.
A health and wellness café that promotes community gatherings with lively, tropical-inspired offerings that celebrate health and connection.
A massage therapist who infuses their techniques with warmth and energy, providing a refreshing experience that rejuvenates the spirit.

Mood board examples for a Tropical style

Style Name: Urban Chic

The Urban Chic style reflects contemporary aesthetics and innovative solutions for city dwellers.

Clients feel sophisticated and modern, often describing their experience as stylish, empowering, and practical.

Design Elements: Exposed brick, metal accents, minimalistic furniture, monochrome palettes, bold artwork

Descriptive Brand Words: modern, stylish, professional

The Urban Chic style is perfect for stylish, professional practices

A fitness instructor who offers trendy workouts, combining style and energy to inspire modern city dwellers.
A health coach who targets busy professionals with a focus on work-life balance, delivering practical and stylish wellness solutions.
A spa that provides treatments tailored to urban lifestyles, emphasizing relaxation and rejuvenation amid the hustle and bustle.
A chiropractor who integrates modern techniques into a sleek practice, promoting wellness through personalized care.

Mood board examples for a Urban Chic style

Style Name: Zen

The Zen style emphasizes mindfulness and simplicity, creating a calming space for self-discovery and healing.

Clients feel tranquil and centered, using words like peaceful, balanced, and harmonious to describe their experience.

Design Elements: Natural textures, neutral tones, organic shapes, minimalist elements, soft lighting

Descriptive Brand Words: peaceful, balanced, whole

The Zen style is perfect for peaceful, simply, and mindful practices

A meditation instructor who fosters mindfulness and tranquility, guiding clients toward inner peace with a calm and nurturing presence.
An acupuncturist who promotes holistic healing in a serene atmosphere, emphasizing balance and harmony in body and mind.
A yoga studio that encourages personal growth and relaxation through mindful practices, creating a space for self-discovery and healing.
A mental health therapist who creates a peaceful environment for therapy, prioritizing emotional well-being and mindful practices.

Mood board examples for a Zen style

Images in these mood boards are from Unsplash, Canva, and Styled Stock Society.

25 Design Styles for Your Private Practice