Wellness Branding Photography Spotlight: Psychologist Athena Dacanay
Athena Dacanay is a licensed psychologist and the founder of ICF Psychological Services, based in Asheville, NC. Athena chose me to create branding photographs with her for her new business and website.
Asheville Psychologist Athena Dacanay
Throughout her career, Athena has worked in group practices, which provided her with valuable experience and a strong appreciation for collaborative care. Drawing on this foundation, she decided to establish her own practice—one that embodies her vision of thoughtful, client-centered mental health care grounded in meaningful connection. She now offers therapy, psychological evaluations, workshops, and coaching—both in-person here in Asheville and virtually across 42 states through PSYPACT
What inspired you to create your business?
I started ICF Psychological Services because I had a vision for how I wanted to serve my community—and I needed the space to follow through on it. I’m grateful for the group practices I’ve been part of; they gave me a strong foundation and supported my growth. But sometimes my ideas didn’t fully align with my employer’s mission or priorities.
Starting my own practice gave me the freedom to build something that reflects how I think about care, lets me make full use of my skills, and allows me to specialize in the areas I feel most connected to. It’s been a way to carve out my niche and offer something that feels both personal and purposeful.
My approach is shaped by my background as a clinician from the Global Majority, which means I bring a collective cultural lens to the care I provide, paying close attention to how identity, community, and lived experience influence mental health. No matter which service someone seeks, the goal is the same: to understand the full picture of who they are—not just a list of symptoms or a diagnosis.
Asheville psychologist Athena Dacanay with her couple’s therapy clients and their dog
Is there anything about the clients you serve that you were drawn to, or is there anything about the impact that you'd like to have that you'd like to share?
I’m especially drawn to clients who are ready to engage with life in a wholehearted way—people who are open to trying new things, willing to be honest with themselves, and brave enough to lean into vulnerability.
I love working with couples who want to be intentional about how they relate to each other—not “fixing what’s broken,” but rather actively building what they want their relationship to be. I’m also deeply moved by the courage it takes to step out of the grip of anxiety and OCD.
I find real joy in helping families navigate the tough developmental years—especially those early days of raising a toddler who didn’t come with an operating manual and has their own unique factory settings. That kind of work feels real, and it’s where I feel most at home.
Athena’s advice to wellness entrepreneurs
What would you say is the main thing that has helped you to grow in your business. This could be a personality trait, an event, a mindset, etc.
One of the biggest things that’s helped me grow my business is relational support—hands down. My family, friends, and spouse have been the kind of people who don’t just cheer me on, but also help me stay grounded. I tend to have what I lovingly call an otter/raccoon/squirrel brain: curious, scrappy, and full of momentum. I come up with ideas constantly—some brilliant, some chaotic. Having people around me who can say, “That’s a great idea—let’s think about how and when to move on it,” has been everything.
If you started your business over today, what would you focus on first to help you grow?
If I were starting my business over today, I’d focus on building a strong support team right from the beginning. I’m built for clinical work—that’s where I thrive. But everything outside of that—admin, operations, systems—can quickly become overwhelming.
I’ve learned that just because I can do something doesn’t mean I should—especially when there are people out there who genuinely enjoy the parts I find draining. That kind of collaboration is what allows the whole thing to grow.
What’s the best piece of business advice you’ve ever been given?
“Loving the work doesn’t always make it easier— but often makes it better.”
Athena’s feedback on her branding photography photo session
What was your absolute biggest challenge prior to doing a personal brand shoot?
Being allergic to looking at myself
How did that challenge make you feel?
One of the biggest challenges leading up to the shoot was simply facing the camera. I’ve spent a long time feeling disconnected from my body—self-conscious, uncomfortable, and rarely at ease in photos. I don’t usually look relaxed; I look like I’m doing it under duress, because honestly, I often am. It’s hard to feel good in something you’ve been at odds with. The more I brace for feeling awkward or exposed, the harder it is to look relaxed. It becomes a self-fulfilling prophecy.
What changed after getting your images?
With a little direction and a lot of trust, something more authentic came through—and that shifted things. The photos turned out great, like always.
What would you say to somebody on the fence about booking a shoot?
I’d say: do it. It’s worth the investment—not just financially, but emotionally. You’re not just getting photos. You’re giving yourself permission to be seen, to celebrate where you are, and to have something tangible that reflects your growth. You don’t have to feel ‘ready.’ You just have to show up. The rest unfolds. Derek’s got your back.
Parting Shot
Athena with her dog Moira Rose
Do you have any exciting plans for the future?
As I continue to shape the vision for ICF, I hope to one day incorporate animal-assisted support. Whether it’s the calming presence of a therapy dog or the simple joy of a puppy’s tail wag, I believe animals can bring something truly healing to the therapeutic space. It’s a dream I’m excited to work toward as the practice grows.
Are there books that you'd recommend to people in your niche or books that you just generally love?
If I have an endless supply of money, I’d hand everyone a copy of Charlie Mackesy’s The Boy, the Mole, the Fox and the Horse.
For Individuals: The Happiness Trap by Dr. Russ Harris This book is rooted in Acceptance and Commitment Therapy (ACT), which is all about psychological flexibility—learning how to stay present, open up to difficult emotions, and take action guided by personal values. It’s especially helpful for folks who feel stuck in cycles of avoidance, perfectionism, or overthinking.
For Couples: Fight Right by Drs. John & Julie Gottman This newer release from the Gottmans is all about transforming conflict into connection. It’s not about avoiding fights—it’s about learning how to fight in ways that deepen understanding and strengthen the relationship. I love how it helps couples shift from a win/lose mindset to one of collaboration and curiosity.
For Families: Pocket PCIT (iOS App) If you’re parenting a young child Pocket PCIT is a great resource. Based on Parent-Child Interaction Therapy, it offers bite-sized, evidence-based strategies to help caregivers strengthen connection and manage challenging behaviors. It’s available as a free app for iPhones only.
If it needs to be a book: Breaking Free of Child Anxiety and OCD by Dr. Eli Lebowitz This book introduces the SPACE program (Supportive Parenting for Anxious Childhood Emotions), which is a game-changer for families navigating anxiety. What’s unique is that it focuses on empowering parents to shift their responses, rather than placing the burden solely on the child to overcome their fears and worries.
Connect with Athena Dacanay:
Website: www.icfpsychology.com
LinkedIn: https://www.linkedin.com/in/drathena/
