Helping Therapy Practices Grow with Intention
WILDFLOWER & CO
Welcome to
I'm Carol
I’m Carol Cullingford-Gonzalez (she/her), the founder and creative heart behind Wildflower & Co. My path here has been anything but linear—in the best way. I’ve spent more than 15 years working alongside mental health professionals in roles ranging from reception and management to logistics, marketing, and design. Those years taught me how much the little details matter: the warmth of a first impression, the clarity of a system, and the power of visuals that instantly help people feel connected and at ease.
Before starting Wildflower & Co., I spent eight years at Children’s National Medical Center as a program assistant. It was there that I learned the value of compassion, communication, and creating experiences that truly serve people. That foundation still guides everything I design today.
At Wildflower & Co., I create visual brands, logos, websites, and SEO strategies that feel human, grounded, and aligned with the heart of your work. My approach is warm and collaborative—I don’t just design for you, I design with you. I care deeply about your success and genuinely love helping practice owners feel more confident, organized, and connected to the clients they hope to support.
I'm Lesley
I’m Lesley Rosales (she/her), and I’ve spent the past 15 years supporting mental health professionals through the behind-the-scenes systems that keep a practice running smoothly. My background includes 10 years at Children’s National Medical Center, where I developed SOPs, supported financial and billing workflows, managed payroll, and handled all things data—spreadsheets, tracking, reporting, and the kind of operational clarity that helps teams breathe easier.
At Wildflower & Co., I specialize in therapist-focused operations support—from streamlining communication and improving administrative flow to strengthening client onboarding and tracking what really matters for practice growth. Whether I’m conducting a full workflow audit or preparing day-to-day reports, my goal is the same: to help your practice operate smoothly and efficiently. And I care deeply about the bigger picture—because a clear, reliable process doesn’t just help your team. It also improves client experience, builds trust, and significantly increases conversions, especially at the very first touchpoint.
OUR SERVICES
Create a brand that feels like you—and inspires confidence in your clients from the very first glance.
Your brand is often a client’s first experience of your practice. Before they read a word of your website or book a consultation, they’re already forming an impression based on your visuals, tone, and consistency.
We help therapy and wellness practices build a brand that communicates safety, clarity, and professionalism—while staying true to your values and personality.
Whether you’re launching a new practice or refreshing a growing one, we’ll craft a cohesive visual identity that helps clients feel grounded, welcomed, and ready to reach out.
What’s Included
Brand Identity Design (Logo + Submarks)
Custom, meaningful, therapist-aligned branding that represents your practice with clarity and warmth. Your logo suite includes primary, secondary, and submark variations so you look polished everywhere—your website, Psychology Today, signage, social media, and more.
Color Palette + Typography Selection
Thoughtfully curated colors and fonts chosen to evoke the tone of your practice—calming, grounded, energizing, modern, or warm. Every choice is intentional and rooted in psychology, helping clients feel immediately at ease.
Brand Guidelines / Visual Style Guide
A beautifully organized document outlining your logos, colors, typography, imagery direction, and usage rules. This ensures consistency across your website, materials, and team members—so every touchpoint builds trust and professionalism.
Marketing Collateral Design
Everything you need to show up confidently in your community.
Business cards, brochures, rack cards, flyers, and more—designed to reflect your brand and connect clearly with potential clients or referral partners.
Slide Deck Design (Workshops & Conferences)
Polished, visually engaging decks for CEU presentations, workshops, or community trainings. You provide the content—we handle the design, formatting, and imagery to ensure your message shines.
Swag & Merchandise Design
Thoughtful, practice-aligned designs for tote bags, stickers, apparel, or event materials—perfect for community events, open houses, staff gifts, and client engagement.Create a website that feels welcoming, works beautifully, and helps the right clients find you.
Your website is often the first real touchpoint clients have with your practice—and it needs to do more than look good. It should feel warm, intuitive, and aligned with the experience you provide in the therapy room. It should help clients feel understood. And it should guide them toward taking that next, often vulnerable step: reaching out.
We blend thoughtful design, SEO strategy, and user-friendly structure to build websites that reflect your clinical style and increase your visibility online. Whether you need a custom site or a budget-friendly template, each project is rooted in clarity, accessibility, and connection.
What’s Included
Custom Website Design (Wix)Fully customized, beautifully branded websites tailored to your practice’s needs, values, and goals. Built with intentional layouts that support high conversion—helping clients feel grounded, informed, and ready to schedule.
Website Templates (Lower-Cost Option)
Strategic, visually polished Wix templates designed specifically for therapists and wellness providers. A perfect option for newer practices needing a strong, professional foundation.
Redesigns & Website Refreshes
For existing sites that need a more modern look, better structure, updated branding, or improved clarity. We elevate what’s working and refine what’s not.
Front-Page SEO Setup
Foundational organic SEO built into your homepage, service pages, and navigation—helping Google understand who you support, where you’re located, and how you help. Clean site structure, proper headings, image tagging, and metadata—ensuring your site is optimized behind the scenes.
SEO Copywriting / Light Copywriting
Warm, client-centered copy that balances clinical accuracy with high-impact clarity. Optimized for both humans and search engines.
Blog Writing Strategy + Templates
Optional templates and training on how to write SEO-friendly posts that support long-term traffic and educate your community.
Landing Page Design (Workshops & Programs)
Conversion-oriented pages for CEUs, group programs, intensives, retreats, or courses.
Email Campaign Design & Copywriting
Beautiful, engaging emails that match your branding and support client connection, retention, and community engagement.
Website Maintenance & Updates
Ongoing support to keep your site accurate, secure, and up-to-date—so your digital presence stays polished as your practice evolves.
Streamline your systems so clients feel supported—and you feel less overwhelmed.
Behind every thriving therapy practice is a smooth, thoughtful workflow. When your intake process, communication, and team systems run well, clients feel safe, informed, and cared for every step of the way.
And you? You get time back—without sacrificing client experience.This service is designed for the therapist who is brilliant clinically but tired of the administrative noise. We help you transition from “making it work” to operating with clarity, consistency, and ease.
What’s Included
Workflow Audit (Intake, Referrals, Communication)A thorough, supportive review of how clients move through your practice—from first click to first session. We identify bottlenecks, gaps, redundancies, and opportunities for more ease.
Systems Consulting (Onboarding, Scheduling, Email Templates)
Clear guidance on tools, templates, and processes that simplify your daily operations and improve client experience.
Operations Recommendations
Prioritized, practical suggestions for strengthening efficiency, boundaries, and clarity—tailored specifically to your values and your practice model.
Team Processes for Group Practices
Support with delegation, roles, communication systems, and consistency across clinicians so the entire practice feels aligned and confident.
SOP Development or Guidance
Personalized standard operating procedures that make training easier, reduce errors, and strengthen long-term stability.
Practice Software Setup Guidance
Recommendations and guidance for selecting and setting up platforms like EHRs, scheduling tools, email systems, or automation workflows (without full implementation).
Clinical Admin Workflow Consulting
A warm, grounded approach to improving charting flow, documentation habits, and clinical admin structure—so nothing falls through the cracks.
Clarity, confidence, and structure for the financial side of your practice.
Many therapist practice owners feel unsure or stressed about their finances—not because they’re not capable, but because no one ever taught them the business side of mental health care.
Our finance support services provide clarity, consistency, and data that empower you to make informed decisions with confidence.
This is not corporate accounting. It’s warm, approachable guidance designed specifically for small, mission-driven therapy practices.
What’s Included
Payroll ManagementReliable, accurate payroll support for you and your team. We ensure everything runs smoothly so your clinicians feel valued and supported.