Vanessa C. Matthew | KQH Mental Health Counseling Case Studies

Case Studies / KQH Mental Health Counseling

CASE STUDY

Crafting Culturally Attuned Messaging for KQH Mental Health Counseling

KQH Mental Health: Positioning Therapeutic Excellence for Women of Color

KQH Mental Health Counseling (New York, NY) empowers women of color to thrive, offering therapy that fosters self-awareness, healing, and growth. Partnering with KQH meant identifying why women of color should choose their practice and developing a messaging system that positions KQH as the premier provider for culturally responsive, community-centered mental health care.

The Challenge: Defining KQH’s Singular Voice in a Crowded Landscape

KQH was already transforming lives through their culturally attuned, trauma-informed approach, but they lacked language that captured why this matters. The task was to craft a verbal identity that would:

Articulates Expertise with Empathy: Balance professional authority in evidence-based therapy with the warmth of lived cultural understanding.

Elevates Cultural Safety: Convey that KQH isn't just welcoming—it's a practice built by and for women of color who understand the unique challenges they face.

Frames Therapy as Transformation: Shift perceptions from "I need counseling" to "I'm investing in my growth and reclaiming my story."

The goal was to move beyond the common language used by therapists and give KQH a voice that feels both deeply human and unmistakably expert, ensuring every woman of color who encounters the brand sees herself reflected in its message.

Strategic Approach

Research formed the foundation of KQH's transformation. Through extensive audience analysis, I mapped local demographics, client motivations, and service-seeking behaviors, uncovering critical audience insights about cultural nuances and unmet needs. Competitive analysis revealed significant gaps in culturally responsive counseling, while targeted market research informed a messaging approach aligned with KQH's community and mission.

This research guided the development of a comprehensive messaging strategy and verbal identity that spotlighted KQH's unique blend of evidence-based therapy and culturally attuned care. Clearly defined content pillars transformed KQH's website copy, creating a brand voice that drives SEO value, elevates authority in the local counseling landscape, and establishes a foundation for scalable growth.

Impact & Results

The new messaging system unified KQH's brand voice across all touchpoints, significantly boosting organic search visibility for key terms such as "women of color mental health." KQH began attracting more ideal clients actively seeking meaningful mental health support, resulting in measurable client growth and increased revenue.

KQH has evolved from another counseling practice into the trusted destination for women of color seeking culturally responsive mental health care. This messaging transformation didn't just change how KQH communicated—it positioned them as a leader in culturally attuned therapy while building sustainable pathways for growth.

“As a mental health counselor, I've spent years trying to find the exact words for my brand that really reflected the message I wanted to convey to my audience. I half-joked that Vanessa was a mind-reader during our first call—she just got what I was trying to say. She also went the extra mile at every turn, and the messaging framework she developed has elevated our entire brand narrative beyond what we imagined. Vanessa doesn’t deliver “off-the-shelf” messaging—she dug deep to understand our unique voice and challenges. Her analytical yet creative approach to crafting our message has been invaluable. Vanessa is a true professional, and you won’t regret investing in her messaging expertise.”

— Kezzia Quintyne-Hilaire, Owner | KQH Mental Health Counseling P.L.L.C.