Context
This project involved a health and wellness brand with a strong product and knowledgeable founders, but a digital presence that didn’t fully reflect the quality of the work behind it. Content existed across social, email, and the website, but it lacked cohesion. Visually, the brand felt dated and inconsistent. Strategically, the messaging wasn’t doing enough to educate, build trust, or convert.
The Process
The Problem
The brand’s biggest challenge wasn’t volume of content. It was clarity. Messaging shifted depending on the platform, visuals didn’t guide the eye, and the overall experience felt more transactional than authoritative. There was no clear content hierarchy, no repeatable system for storytelling, and no strong connection between education and conversion.
The Approach
I started by defining a clear content and design direction that could scale. That meant clarifying the brand’s point of view, audience segments, and core narratives before touching execution. From there, I built a content framework that tied together long-form education, short-form social, and email nurture, all supported by a consistent visual system.
Systems Built
Engagement increased across platforms, email performance improved, and the brand began to feel more premium and trustworthy. Internally, content production became faster and more organized. Externally, the brand started to be perceived less as “another wellness company” and more as a credible authority in its space.
We developed modular design templates for social, email, and web that balanced editorial simplicity with warmth and credibility. Content pillars were clearly defined, and each piece of content had a purpose: educate, build trust, or move the audience closer to action. Visual consistency allowed the brand to be instantly recognizable, while flexible layouts made it easy to adapt content without redesigning from scratch.