Six concepts.
Two arcs.
One independent brand.
Three concepts that build the clinical specialty arc — ADHD, perinatal, adolescent — and three that build the surface around the practice itself: multilingual, telehealth-first, and ready to be Guided Path before licensure clears.
What you’re looking at, and what’s not in it yet.
These are directional concept frames — first-pass creative built to brief, in the AYMI editorial register, with the copy composed into the image rather than overlaid in HTML. They show direction, not the final library.
Each frame is a single execution of one ad concept. The same concept ships in production as a 4-placement set (1:1 feed · 4:5 IG primary · 9:16 Story/Reel · 16:9 display) plus a headline bank of 3–5 variants and 2–3 CTA options. The paid acquisition section in the proposal walks through what that monthly cadence looks like at scale.
What you can see here: the editorial register, the specialty positioning, and the visual system that doesn’t require any individual to be the on-camera talent. What you can’t see yet: motion versions, UGC briefs, and the matched landing-page blocks that catch the traffic. Those are the next layer.
The depth surface. ADHD, perinatal, adolescent.
Three concepts targeting the searches Ravneet is uniquely positioned to win — adult ADHD, the perinatal window, and the adolescent-to-young-adult arc. Each one carries a clinical specificity the directory profiles cannot.
The reach surface. Telehealth, adolescents, voice.
Three concepts that build Guided Path as an independent brand — separate from the Mindful Therapy Group umbrella, telehealth-first, and ready to scale into the waitlist Ravneet has been quietly running.
One concept → twelve production assets.
Once a concept proves out on the test calendar, it ships to production as a full 4-placement set with a headline bank, primary text bank, and matched landing page block.
Four placements. Three to five headline variants. Two to three CTA options. One matched landing-page block.
| Ratio | Surface | Treatment |
|---|---|---|
| 1:1 | Meta feed (FB & IG), Pinterest square | Centered headline, full-bleed scene, wordmark bottom-right. Workhorse for cold-acquisition tests. |
| 4:5 | Instagram primary feed | Vertical-priority composition. Headline anchored top-third or center. The highest-performing organic shape on IG since 2024. |
| 9:16 | Stories, Reels, TikTok, YouTube Shorts | Full-screen mobile. Headline reserved for top-safe zone, CTA in bottom-safe zone. Often paired with a UGC overlay. |
| 16:9 | YouTube pre-roll, programmatic display, LP hero | Wide cinematic crop. Same concept, retuned for desktop and CTV. Doubles as the matched landing-page hero. |
Sample copy bank for one concept — "ADHD doesn’t end at eighteen."
B · “Adult ADHD is a specialty, not an afterthought.”
C · “Late-diagnosed. Long-suspected. Often missed.”All variants name ADHD as the specialty without implying assessment or diagnosis — Ravneet works in therapy, not testing.
2 · “A clinical-mental-health counselor working under licensed supervision, with focused training in adult ADHD, perinatal care, and adolescent transitions.”
3 · “If executive dysfunction has been called something else for years — burnout, anxiety, motivation. There’s a name for what it actually is, and there’s a practice that works with it.”Each variant tuned to a persona — insurance-led searcher, credential-led searcher, and the experiential adult-ADHD searcher.
2 · “REQUEST A CONSULT” → /book
Built on identity-neutral editorial photography.
Every concept in this pack uses identity-neutral editorial photography — desks, hands holding only objects, the considered still life. No faces, no demographics, no inferred identity. Ravneet’s practice serves a multilingual clientele on the Eastside, and the frames let that prospect see themselves in the room without the brand making assumptions about who they are.
The multilingual frame (Concept 03) is a notable exception. The three scripts — English, Hindi, Punjabi — are verified professional credentials on Ravneet’s Psychology Today profile, not assumed identity. When real photography eventually enters the system, it ships through approved Ravneet portraiture only — the same rule the Guided Path Journal field-notes will follow.
Confidential — for Ravneet Grewal, LMHCA only.