Dr. Ken Schuster has spent 26 years working with children, first as a public-school teacher and then in neuropsychology. Nearly 14 of those years were at the Child Mind Institute, where he became Associate Clinical Director. In the spring of 2026 he was opening his own practice in Pennington, New Jersey, and a colleague whose site we’d built sent him our way.
The situation
Ken was starting from nothing, so he needed a brand for his business cards and letterhead along with a website. Families he was already seeing kept asking whether his explanations of the evaluations were online somewhere. The site had to answer that before anyone picked up the phone.
The practice also changed its name partway through the project. It started as Schuster Neuropsychology and became Bridging Gaps Psychology, and the brand had to move with it.
The brand
We kept the branding lean on purpose, sized for a practice in its first year. It’s a serif wordmark with a hairline rule beside the name, set in ink navy on a faintly warm off-white. A muted brass is held back for small accents. Two serifs carry the type: Newsreader for headlines and Source Serif for reading.
When the name changed, the type and the rule stayed and only the words moved. Ken then suggested a small bridge to the left of the rule, and we drew it as a simple line icon that works in navy or reversed out of a photo. The favicon carries the same mark.
The site
Ken chose a custom-coded build over Squarespace. It’s eight hand-coded pages hosted on Vercel, with no build step, so there’s nothing to maintain but the words.
Neuropsychological evaluations get their own page, and a second page covers the other evaluations, from psychoeducational testing to adult assessments. A third explains the support that continues after the report, like talking through results with a child’s school. The homepage lays out the nine areas an evaluation can look at, so parents understand what a complete picture means before they call.
Most pages open on a footbridge or a quiet wooded path under a navy wash, a nod to the name. Parents reach Ken through a contact form or his phone number, and there’s no email address on the site for scrapers to collect.
Getting found
A brand-new domain takes time to show up in search, so after launch we spent the fall on local SEO. We added structured data describing the practice, and rewrote the page titles the way parents actually search.
The FAQ grew to cover what parents ask most, from insurance to how long an evaluation takes, and it’s marked up so those answers can appear right in Google’s results. We also set up Ken’s Google Business Profile and matched his address and phone number everywhere they appear.
The outcome
Bridging Gaps Psychology launched in July 2026, and Ken has stayed with us on a care plan since. Before his own project had even started, he’d already introduced a colleague to us.