Designer & Developer
Full redesign of a pediatric therapy practice expanding into orthotics and adult movement therapy. Transformed a basic text-and-photos site into a structured, service-driven experience — live at playwithapurposetherapy.com.
Visit WebsiteThe client wanted to expand beyond pediatrics into orthotics and adult movement therapy. But the brand — "Play with a Purpose" — had already been established by a previous designer with a purely pediatric identity. Rebranding wasn't on the table, so the design had to work harder.
The core problem: people associate the first thing they see as your identity. A pediatric therapy brand talking about adult movement feels out of place. I restructured the entire site around three service pillars — PLAY, WALK, MOVE — so the navigation itself signals that this practice serves more than children. The homepage hero addresses all three audiences immediately, and each section operates as its own focused experience.
The old site was camera uploads and blocks of text. The redesign introduced intentional visual hierarchy, service-specific imagery, and a navigation model where PLAY expands into sub-pages (Conditions, Solutions, Understanding, About) while WALK and MOVE each have dedicated landing pages. Every page earns its place — no filler content, no redundant paths.
The site launched as a clear, professional presence that lets Dr. Shell present pediatric therapy, orthotics, and adult movement as equally legitimate services — despite the brand name working against that goal. The "Three Paths to Purpose" framework gave the practice a scalable structure that can grow with new services without another redesign.