Christina Sally, PhD
Dr. Christina Sally has more than 30 years of law enforcement experience with a doctorate and master’s in forensic psychology. Her expertise lies in child maltreatment prevention and investigative best practices. Today, she provides safety consultation and expert witness services for child maltreatment cases, facilitates Camp Safety™ to help children build resilience, and is the author of the children’s book I Know You and….
Her mission is simple yet powerful: advocating for justice and enhancing safety for children.
Deliverables
Creative Direction & Mood Board
Custom Logo System + Variations
Sub-brand Icons for Service Categories
Color Palette Development
Typography Pairings
Brand Patterns
Letterhead
Business Cards
Stock Photo Curation
Brand Style Guide
Information Architecture
Copywriting
Website Strategy, Design & Development (Squarespace)
Ecommerce Integration
Introduction
The design challenge for Christina’s project was clear: she offered a wide variety of services — from children’s education and safety programs to consulting and expert witness work — and needed a brand and website that could bring them together under one cohesive identity.
We began by restructuring her information architecture so that each offering could be clearly categorized, approachable for caregivers, and professional enough for legal audiences. Once we had those four primary service categories in place, I was able to design a brand identity that felt both modern and compassionate while also professional and trustworthy.
What We Did
Information Architecture & Strategy
We kicked off with a card-sorting and content organization process to simplify Christina’s offerings into four clear categories:
Building Resilience / Camp Safety
Children’s Book
Consulting Services
Expert Witness Services
This structure became the foundation for the brand identity and website navigation, ensuring her audiences could easily find what they were looking for.
Brand Identity Design
The logo became the centerpiece of this project. I designed a modern shield icon that weaves together four distinct symbols:
Heart → Compassion & resilience (Building Resilience programs)
Book → Education & knowledge (Children’s Book)
Speech Bubble → Conversations & advocacy (Consulting Services)
Scales of Justice → Legal expertise & forensic psychology (Expert Witness)
Together, these symbols form a unified shield that reflects Christina’s mission of protection, justice, and safety for children.
For typography, I paired Montserrat, a friendly sans-serif, with approachable accent fonts to balance professionalism with compassion. The color palette uses vibrant, category-specific accents — coral (resilience), teal (children’s book), yellow (consulting), and navy (expert witness) — creating a playful yet structured brand system.
In addition, I created business cards, a custom letterhead template, sub-brand icons, and patterns for each service category, ensuring that they could stand alone while still feeling connected to the master brand.
Website Design & Copywriting
The website needed to serve multiple audiences: parents, caregivers, educators, and legal professionals. I wrote all of the copy to be clear, compassionate, and authoritative, with messaging tailored to each service area.
The homepage introduces Christina’s mission and immediately highlights the four core services. Each section then branches into deeper detail, with ecommerce functionality to allow book and curriculum purchases. The clean Squarespace build is supported by custom graphics, curated stock imagery, and clear calls-to-action that guide visitors to learn more or get in touch.
Conclusion
This project was such a rewarding blend of strategy and creativity. We were able to take Christina’s diverse offerings and bring them together into a professional, modern, and compassionate brand identity that communicates clearly to all of her audiences.
It’s been an honor to collaborate with Christina on this important mission, and I’m so proud of the cohesive brand and website we built together. You can view the live site here.
Want to learn more about working together?
Tell me a bit about your project and we can schedule your free 30 minute consultation!