Intuition coach & spiritual channel brand identity & squarespace website design
Case study: Brand Identity & Squarespace Design
I'm delighted to share a new branding identity and custom Squarespace website redesign project I recently completed for an intuition coach and spiritual channeler! The client was looking to create an online presence that set her apart from all other types of "spiritual coach" websites out there. And a way to show off her unique (and fun!) style and approach to her work.
I started with developing an extensive Brand Strategy, including a competitor analysis. Once the new branding started taking shape, I followed up with the website strategy.
The result is the perfect brand identity, messaging, and user interface that accurately reflects the client’s core values and services. In her words: "The overall site looks unreal, I'm obsessed and it feels so reflective of me and the work I am growing into!"
In this post, I'll explore the process of creating a successful branding and website redesign, as well as the end result that was achieved! I'm confident you'll be inspired by this project, so let’s dive in!
Creating the brand strategy
Every project I take on begins with strategy. In this case, we wanted to start from the beginning with Brand Strategy. When creating a brand strategy, I identify the client's target audience, core values, and unique selling points. It’s also important to understand how their competitors are positioning themselves in order to create a point of difference. With this information, I can craft a purposeful brand identity that resonates with the client’s ideal customer.
Another thing I provide in the strategy that most designers and strategists don't is a primary and secondary Brand Archetype. I like to combine 2 archetypes because, like people, brand personalities are nuanced and multi-faceted. This primary & secondary approach gives me (and eventually the client) a lot to dig into as they build their brand in the future.
In this case, I identified her primary archetype as "The Magician", and her secondary archetype as "The Jester."
Primary Brand Archetype: The Magician
The Magician is all about transformation & alchemy. Naturally, this is a perfect fit for what she does. But there's also a side to her work that is curious, playful, & bold.
Secondary Brand Archetype: The Jester
This is where the Jester is layered in to add more dimension and depth to the overall brand experience, and to keep the personality, aesthetics, and tone of voice of the Magician from feeling too serious.
This client really didn't have a solidified Brand Identity to start, so I won't share the before, but let's take a look at her new brand identity!
Bold, playful, yet refined brand colors
These brand colors are bold and colorful, featuring deep blues and bright neon yellow. The combination of these colors creates a vibrant energy that reflects the spirit of transformation and alchemy associated with this brand. The blue serves as an anchor for the overall design, while the neon yellow adds an unexpected element to keep it fresh and exciting. This combination conveys confidence in its boldness, but also a sense of playfulness that invites viewers in to explore further.
A modern, transformation-inspired Logo
The logo and initial subbrand mark use a modern serif font with lots of curves, with letterforms I customized to morph into each other. The bold yet elegant look of the logo conveys strength and sophistication while also hinting at transformation, alchemy, and something more magical.
The use of contrasting thick and thin lines adds depth to the logo marks, and the curvaceous letterforms create a fluidity in the overall design which suggests something playful but still retains its sense of presence.
The brand identity I created for this client also features wavy shapes & lines, dot pattern graphics, and ethereal stock photography in the brand colors to further convey energetic transformation.
The use of these elements gives an almost dreamlike quality to the visuals which brings a sense of magic and mystery that invites viewers in.
The wave-like shapes create an energy that suggests movement and transformation. The dots are strategically placed to form unique patterns that look like particle energy and represent the alchemy process without being too literal or obvious.
And finally, the stock photos provide a beautiful backdrop with just enough detail to hint at what’s possible when you step into a new realm of possibility. All together, these pieces help bring her brand to life in a way that is both visually stunning and emotionally engaging.
Squarespace Website design and strategy
Once the Brand Strategy is complete, it's time to dive into the website. I create a User Experience (UX) and User Interface (UI) strategy that outlines the overall flow of the website as well as how information will be organized in order to best serve her target audience.
The end result was a responsive Squarespace website that highlight all the aspects of her business in a visually stunning way. Let’s take a look:
Custom Squarespace code development
A signature part of the process of designing Squarespace websites for my clients is adding in custom elements & coding, and unique details that you wouldn’t normally find in a Squarespace site.
When I first met with Erin, one of the things she mentioned was wanting her site to feel like “an activation.” Almost like energetic artwork come to life.
So I added in many subtle animations and movements into the final site- like slowly turning graphics, parallax background images, floating image boxes, and “liquified” moving particles in section backgrounds. (You can see the effects in the live site, here.)
I believe that having a strong brand identity is essential for any business, and it's something that can be created with intentional thought and strategic planning. It's truly a magical process, and I'm honored to be able to bring that magic to life for my clients.
This is just one example of how I use archetypes to create powerful brands with purpose & intention. So if you're looking for someone to help bring your brand to life in a big way, then let's chat!
Meet Sarah
Sarah is an award-winning Designer, Creative Director & Brand Strategist for billion-dollar companies turned entrepreneur. She loves exploring the areas where business, branding, and personal growth comingle to create magic. And she’s also passionate about empowering entrepreneurs with easy tools to transform the way they do business.