Welcome to VG Therapy Co: The Story Behind the Rebrand
A year into private practice, I hit a milestone that should’ve felt like a celebration. But honestly? It was complicated.
When I left a group practice to start my own, I was burnt out—overworked, unsupported, and stretched thin. I gave notice the same month I got married. Life felt overwhelming, and I knew something had to change. That’s how my first practice, Align Counseling, came to be.
That first year was a mix of fear and growth. I tried a lot of things to figure out what worked and what felt aligned. Around that time, I began working with a design team to refine my brand. My thoughts were, “I want to be taken seriously... but not too seriously. I want to be seen as approachable”.
What I didn’t realize then was how much I was still carrying from past experiences. I had been told I was too serious. Too direct. Traits that are part of who I am—and also part of my neurodiversity—hadn’t been accepted in previous work environments. That was painful.
So I built a brand based on what I thought people wanted to see. It was light, airy, and beautiful. And while I appreciated those qualities, they didn’t fully reflect me.
Just days after launching that version of my brand, I was notified that the name I had chosen was already in use by another practice. Despite having worked with an attorney to conduct a trademark search, I quickly learned how complex and nuanced trademark law can be—especially when it comes to common law rights.
I was devastated. I lost thousands of dollars and struggled with anxiety and depression for months. Referrals dried up. I questioned everything—my brand, my business, even my career.
In that quiet and painful season, I started to come back to myself. I reminded myself that my worth isn’t defined by a brand or a business name. I have value just by being human. And I decided I wasn’t going to let someone else’s legal rights erase the work I had done or the voice I had developed.
I chose to rebrand. But this time, I brought clarity with me. I got honest about who I serve, what I offer, and what makes my work different. I stopped trying to edit the parts of myself that have always been strengths.
Yes, I’m serious. I’m direct. I can sit with chaos and hold complexity. That’s part of what makes my work effective. My clients feel safe knowing I can meet them in the hard places without flinching.
This is where VG Therapy Collective was born.
Originally, I never wanted my business name to be my full name. But after learning how difficult it is to secure a name that isn’t already in use—and not wanting to risk repeating the experience I had just been through—I chose something that still felt like me.
VG is short for Victoria Grimm. It allowed me to stay connected to who I am while creating a brand that offers a sense of structure, clarity, and depth. I wanted something clean, confident, and elevated. Something that reflected the high-quality care I offer, while still allowing room to grow.
This rebrand reflects everything I’ve learned—not just about business, but about identity and self-worth. It’s not soft and airy. It’s grounded. Bold. A little moody. It speaks to the real process of transformation, which is rarely neat or linear but always meaningful.
If you’re in a season of uncertainty, I hope this reminds you that setbacks don’t define you. Sometimes they’re the very thing that brings you back to who you’ve been all along.
Welcome to VG Therapy Collective. I’m glad you’re here.
If you’re in your own season of realignment, you don’t have to navigate it alone. At VG Therapy Collective, I offer therapy for high achievers who are ready to stop performing and start living with clarity and intention.
