Changing the face of therapy by increasing the number and visibility of therapists of color. 


The Challenge:

InnoPsych’s mission is to bring healing to communities of color by changing the face and feel of therapy! By creating a path to wellness-themed business ownership, InnoPsych is able to make therapists of color more visible in the community. The challenge was to create a national directory of therapists of color and a thriving membership community. 

The Solution:

DEMP Agency led InnoPsych from ideation to launch. The platform was designed after extensive user research and persona development.  Our team of developers created both the desktop and mobile platforms. Through strategic digital marketing including social media and email, we were able to grow the directory to include hundreds of therapists of color across the nation and thousands of members in the first year. 


Brand Strategy

Brand Identity

Web Design 

Launch Strategy 


Digital Marketing Strategy 

Social Media Management 

Revenue Generation Strategy 




Assessing the Product Differentiation


We examined the competitive landscape by analyzing market gaps. We also did a deep dive into researching and understanding the user's needs. We were able to narrow down InnoPsych's key points of differentiation to these: 

  • A therapist of color directory that allows users to search by ethnicity and 4 other key filters. 

  • Culturally relevent Digital mental health resources created by a Harvard trained therapist.  

  • Business coaching for therapists.

  • An interactive membership community for therapists. 

Forming Brand Identity:

We started the brand identity process by conducting a comprehensive branding exercise. We formed a strong vision and mission statement. We gathered insights by diving deep into the following questions: 

  • What do you want people to feel when they encounter your brand?

  • What should they feel when they see your logo?

  • What should they feel when they become a member of InnoPsych. 

These questions helped to inform our brand color palette. In addition, the stylized Sankofa symbol was used as the primary inspiration for the logo mark. 

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The Results:

InnoPsych launched in early 2019 and already has hundreds of therapists of color signed up on the platform. The communities, e-mail subscribers members has grown to well over and  Additionally, InnoPsych was awarded the 2019 Citizens Bank Small Business Community Champion Award,  was selected as a winner in the Roxbury Innovation Center Pitch Competition and nationally recognized by the American Psychological Association.  InnoPsych has been featured in Forbes, The Washington Post, Huffington Post, Complex Magazine, The Boston Globe, NBC Boston, WVCB Boston, Harvard University and more.