Service | digital presence Management

The Brief

Holly Lockett, a grief and attachment counselor based in Texas, has built her practice around helping women in midlife navigate some of life’s most emotionally complex transitions—grief, divorce, adoption, identity shifts, and more. While Holly is a deeply experienced clinician with a powerful personal story and a strong presence in her one-on-one work, she struggled to translate that same depth and clarity to her online presence. Due to the confidential and sensitive nature of her work, traditional client testimonials or behind-the-scenes content also weren’t options.

To build a sustainable content strategy, we focused on creating an authentic and educational brand voice that resonated with Holly’s ideal audience—emotionally exhausted women in midlife seeking support and clarity. We introduced a mix of face-to-camera Q&A reels, emotionally validating posts, and storytelling content that connected her expertise to real-life experiences her audience could see themselves in. We also launched themed series like “Grieving Through Divorce” and “Questions from the Community,” and supported her product line by building narrative-led campaigns around her guided journals and downloadable resources. 

Through consistent brand positioning and creative content strategy, Holly’s engagement steadily increased, especially with non-followers—a sign her content was organically reaching the right people. We’ve also developed content that balances professional credibility with compassion and relatability, helping position Holly as a trusted voice in the therapy space. Most importantly, Holly’s content now creates genuine connection with her community—offering support, insight, and guidance even beyond the therapy room.