AYMI
Creative Preview · James Clarke, LMFT ← Back to proposal
Creative Preview · July 2026

Twelve concepts.
Two registers.
Six wedges.

A working preview of how AYMI would compose Meta and directory creative for your practice — six wedges rendered across two visual registers so we can compare the paths side-by-side and let the account lead with whichever hits harder in feed. Every frame is claim-free, identity-neutral, and honors the LMFT credential exactly as licensed.

12
Concept frames
6
Wedges paired across registers
2
Visual registers
4×
Placement fan-out per winner
§ 01 — How to read this pack

What you're looking at, and what it isn't.

  • These are draft concept frames — the composition read, not production files. Each winning direction expands into a full 4-placement set (1:1 feed, 4:5 feed, 9:16 story, 16:9 display) plus per-persona headline and primary-text variants.
  • Copy is baked into every frame per AYMI's ad register — headline, subhead, CTA, and wordmark rendered inside the image. This is deliberate for the healthcare lane where the frame does the work in-feed.
  • Identity-neutral, claim-free. No patient faces, no demographic cues, no on-frame outcome statistics, no fabricated credentials, no legible book titles or diploma text. Every frame honors the LMFT credential exactly as licensed.
  • The pack is deliberately built across two registers — a headline-first typographic tile (1:1 feed) and a warm therapy-interior lifestyle photograph (2:3 portrait feed). Same six wedges, two visual paths. In practice we'd test both and lean into whichever wins on cost-per-booked-shown-consult.
  • All frames route to a single specialty entry page on jamesclarkelmft.com (rebuilt as part of Sprint 1), not a generic homepage. The CTA is the free consult booking.
§ 02 — Register 01
Editorial Typographic · 1:1 feed

Headline-first. Cream, ink, rust.

The Bloomberg Businessweek / Aesop editorial voice we default to on identity-sensitive healthcare lanes. Calm, credible, quietly authoritative — the frame is the argument. Best fit for square feed placements, retargeting layers, and directory sidebars where the copy needs to carry the weight in a single glance.

Bucket A · Patient Acquisition — three persona-anchored wedges.
You've held it together for a long time.
Concept A1 · Persona 01

Held-It-Together Adult

1:1 feed · Meta primary

The high-functioning anxiety opener. Names the exhaustion of running-on-control before it names any modality.

For the diagnosis that reframed everything.
Concept A2 · Persona 02

Recently-Diagnosed Adult

1:1 feed · Meta primary

Speaks directly to the adult who received an ADHD or autism-adjacent diagnosis in adulthood. "Reframed everything" is the load-bearing phrase.

Skills. Not just insight.
Concept A3 · Persona 03 + DBT wedge

Skills-First Differentiator

1:1 feed · Meta primary

The DBT-informed wedge. Names the concrete deliverable ("skills") against the market's generic "talk it out."

Bucket B · Brand Position — three tiles that close the objections between click and book.
Out of network. In your corner.
Concept B1 · OON positioning

Out of network. In your corner.

1:1 feed + directory sidebar

The cost-objection killer. Reframes OON as an intentional posture, names the superbill workflow, and closes with a benefit.

Licensed. Trauma-informed. Accepting new clients.
Concept B2 · Credential + availability

Licensed. Trauma-informed. Accepting.

1:1 feed · retargeting layer

Three signals in one compact stack: real credential (LMFT lic #137544), modality lane, and availability. "Accepting new clients" is the closer.

The first conversation is free.
Concept B3 · Threshold offer

The first conversation is free.

1:1 feed · lower-funnel retargeting

Lowers the commitment threshold to book. Names the geographic reality so the CA-licensed telehealth reach is legible.

§ 03 — Register 02
Warm Lifestyle Photography · 2:3 portrait feed

Interior-first. Warm, cinematic, calm.

The Kinfolk / New Yorker / Aesop lifestyle register. Warm therapy interiors — window light, mid-century upholstery, plants, wool throws — with the copy laid over the composition. Best fit for portrait feed placements, Instagram Reel covers, Psychology Today profile hero, story-format placements, and any surface where the space itself does emotional work the type alone can't. Same six wedges as Register 01 — sibling by intent.

Bucket C · Patient Acquisition (Lifestyle pairs to A1–A3) — same three persona wedges, told through the space.
You've held it together for a long time.
Concept L1 · Pairs with A1

Held-It-Together · Interior

2:3 portrait feed · story cover

A warm empty armchair at late afternoon — the "someone was here, and someone will be" composition. Says "you can put it down" without a single word about anxiety.

For the diagnosis that reframed everything.
Concept L2 · Pairs with A2

Diagnosis Reframed · Still-life

2:3 portrait feed · directory hero

Journal open to a blank cream page beside tea and books. The visual metaphor for "the story you're about to rewrite" — no faces, no clinical iconography, all context.

Skills. Not just insight.
Concept L3 · Pairs with A3

Skills-First · Still-life

2:3 portrait feed · story cover

Spiral notebook open to a clean page with pen ready. "The work is about to start" — pairs beautifully with the DBT wedge for the persona who wants concrete tools, not more processing.

Bucket D · Brand Position (Lifestyle pairs to B1–B3) — three interior scenes that close the same objections.
Out of network. In your corner.
Concept L4 · Pairs with B1

Two Chairs · The Room Itself

2:3 portrait feed · directory hero

Two facing chairs, tissues, a small vase — the archetypal therapy room composed as reassurance. The interior says "in your corner" before the copy does.

Licensed. Trauma-informed. Accepting new clients.
Concept L5 · Pairs with B2

Bookshelf + Reading Chair

2:3 portrait feed · retargeting layer

Clinical library + reading chair — the "someone reads deeply here" signal. LMFT lic #137544 rendered as the honest credential mark, no diploma imagery.

The first conversation is free.
Concept L6 · Pairs with B3

The Open Door

2:3 portrait feed · lower-funnel

An open interior door onto a warm therapy room. Literally "come in." The threshold made visual — pairs with the free consult offer as the lowest-friction ask in the pack.

§ 04 — How each winning concept expands

From concept read to full placement set.

What "winner promotion" means, in production terms.

Twelve concepts is the read — enough to lock direction on a scoping call. Once you and Mike pick two or three winners (potentially one from each register, if both hit), each expands into a full production set for a real Meta build.

Per winning concept, we build

  • 1:1 (1080 × 1080) feed master
  • 4:5 (1080 × 1350) vertical feed cut
  • 9:16 (1080 × 1920) story / Reel cut
  • 16:9 (1920 × 1080) display / YouTube cut
  • Three headline variants for A/B testing
  • Three primary-text variants matched to placement
  • A landing-page block that mirrors the ad framing

Compliance layer applied on every asset

  • No patient / family / demographic imagery
  • No baked outcome claims or statistics
  • No credential inflation — LMFT stays LMFT
  • Meta health-ad policy pre-audit before submit
  • California BBS advertising rules honored (license number visible, no guarantees of outcome)
  • Pixel + conversion tracking scoped to booked-shown consult, not click
Three winners × four placements × three copy variants ≈ 36 production-ready ad units per creative cycle. Sized for a monthly refresh cadence without burnout — Meta's algorithm rewards variety without demanding a new concept every week.