Terebinth Counseling isn’t your typical counseling service. Counselor Ken Tangel doesn’t tiptoe around the truth—he combines kindness with straightforward honesty, encouraging and challenging the kids, teens, and families he counsels to grow. His goal? To equip people with practical tools and real biblical advice they can actually use when life gets messy.
Before launching his own practice, Ken spent over 17 years in human services, working closely with families, children, and individuals navigating mental health challenges. His heart for people and his passion for Biblically grounded support led him to earn a master's degree in Biblical counseling in 2016. After graduation, he began exploring private counseling. It didn’t take long for him to realize he wanted something more: a practice built on a foundation of faith, wisdom, and a no-nonsense approach to healing.
Building a brand with purpose
When Ken decided to go all-in and launch Terebinth Counseling, he knew he couldn’t just “wing it.” He understood why brand development is important, especially in counseling, where trust and first impressions can make or break someone’s willingness to reach out for help. Ken didn’t just want a logo; he wanted a brand that told a story and reflected his heart for restoration. That’s when he reached out to Amenable. Having worked with our founder, Anna, in the past, Ken already knew the level of quality, responsiveness, and creativity he could expect from our team.
Discovering the heart of Terebinth Counseling
We kicked off the project with a Brand Discovery session, sitting down with Ken to hear the full story behind Terebinth Counseling. What we learned was inspiring: Ken wasn’t just offering counseling—he was offering hope, healing, and a challenge to grow. He wanted his brand to reflect deep roots, steady growth, and strength built over time. (Fun fact: the name "Terebinth" itself refers to a strong, deeply rooted tree.)
Armed with that vision, we got to work developing a variety of distinct brand options—logo designs, tagline ideas, and brand directions that captured Ken’s mission. As we strategically developed ideas to present to Ken, we focused on building a brand that would be practical and timeless. That's a huge part of why brand development is important: it's about building something that lasts and actually works in the real world, not just something that looks good on a business card.
When it came time to choose, Ken zeroed in on the logo and tagline that felt like a true reflection of who he is and what Terebinth Counseling stands for. From there, we built out everything he would need: marketing collateral, editable online counseling tools, and resources he could customize for his clients.
We didn’t drown Ken in endless templates and fluff he’d never use. Instead, we focused on practical, ready-to-go materials that would serve him (and his clients) from day one. This focused approach highlights exactly why brand development is important: it’s about creating tools that are useful, not just beautiful.
Armed with that vision, we got to work developing a variety of distinct brand options—logo designs, tagline ideas, and brand directions that captured Ken’s mission. As we strategically developed ideas to present to Ken, we focused on building a brand that would be practical and timeless. That's a huge part of why brand development is important: it's about building something that lasts and actually works in the real world, not just something that looks good on a business card.
When it came time to choose, Ken zeroed in on the logo and tagline that felt like a true reflection of who he is and what Terebinth Counseling stands for. From there, we built out everything he would need: marketing collateral, editable online counseling tools, and resources he could customize for his clients.
We didn’t drown Ken in endless templates and fluff he’d never use. Instead, we focused on practical, ready-to-go materials that would serve him (and his clients) from day one. This focused approach highlights exactly why brand development is important: it’s about creating tools that are useful, not just beautiful.
The power of starting strong—why brand development is important
The final result? A brand that’s trustworthy, warm, and deeply rooted, just like the mission behind Terebinth Counseling. Every design choice, from the colors to the fonts to the feel of the marketing materials, was intentionally chosen to make clients feel safe, heard, and empowered to take the next step toward healing.
Ken’s story is a textbook example of why brand development is important, especially for service-driven businesses. When potential clients look at Terebinth Counseling online or see one of Ken’s materials, they’re not just seeing a name. They’re seeing a promise: "Here’s a place you can trust. Here’s someone who will walk with you through the hard stuff.”
Today, Ken is using the brand tools we built together to communicate clearly, connect authentically, and market himself with confidence. His brand gives him a professional edge without losing the heart and soul that make his counseling unique.
If you’re wondering why brand development is important for a business like Ken’s—or any business, really—here’s the bottom line: it gives you a foundation that’s strong enough to grow on. It shapes how people experience your work before they even meet you. And when it’s done right, it sets you up for long-term trust, impact, and success.
At Amenable, we’re proud to have helped Ken launch Terebinth Counseling with a brand that’s beautiful, practical, and powerful. We can’t wait to watch him continue planting seeds of hope and seeing families grow stronger—one counseling session at a time.
Ken’s story is a textbook example of why brand development is important, especially for service-driven businesses. When potential clients look at Terebinth Counseling online or see one of Ken’s materials, they’re not just seeing a name. They’re seeing a promise: "Here’s a place you can trust. Here’s someone who will walk with you through the hard stuff.”
Today, Ken is using the brand tools we built together to communicate clearly, connect authentically, and market himself with confidence. His brand gives him a professional edge without losing the heart and soul that make his counseling unique.
If you’re wondering why brand development is important for a business like Ken’s—or any business, really—here’s the bottom line: it gives you a foundation that’s strong enough to grow on. It shapes how people experience your work before they even meet you. And when it’s done right, it sets you up for long-term trust, impact, and success.
At Amenable, we’re proud to have helped Ken launch Terebinth Counseling with a brand that’s beautiful, practical, and powerful. We can’t wait to watch him continue planting seeds of hope and seeing families grow stronger—one counseling session at a time.
“I had been impressed by Anna’s work at a ministry we both worked at previously and had her brand a slide deck for a training. I was so impressed by the quality, timeliness, and responsiveness of her work that I knew I wanted to work with her when I needed branding work done for Terebinth Counseling.”
Ken Tangel
Want a behind the scenes look at this project? Check out the comprehensive project case study below.