My client, a boutique acupuncture practice rooted in holistic healing, approached me with a vision to create a brand that feels both grounded in tradition and elevated for the modern wellness space. She wanted a visual identity and digital presence that would reflect the calm, intentional nature of her work while also appealing to clients seeking personalized, high-quality care in a saturated market.
Role:
Brand & Web Designer
Industry:
Wellness
Duration:
8 weeks
Challenges
Balancing Tradition and Modernity: Crafting a brand identity that honors Eastern healing philosophies while appealing to a modern, design-conscious clientele.
Differentiation in a Crowded Market: Standing out among many acupuncture and holistic wellness clinics through a distinctive and professional brand presence.
Founder-Led Execution: Creating a cohesive visual identity and digital presence that the founder could easily manage and expand independently.
My Approach
Discovery Phase
Market & Competitor Research: Analyzed local acupuncture and wellness brands to identify visual patterns and uncover opportunities for differentiation.
Founder Vision Alignment: Collaborated closely with the founder to clarify the brand’s intention: to offer grounded, personalized healing through a soulful yet structured approach.
Brand Positioning: Defined a positioning that fused holistic care with visual sophistication that is approachable, elegant, and serene.
Design and Development
Visual Identity Design: Created a minimalist logo inspired by organic forms and natural balance, paired with a soft, earthy color palette and calming typefaces.
Brand Style Guide: Delivered a comprehensive yet easy-to-use guide covering logo usage, colors, fonts, and imagery direction for consistent implementation.
Social Media Templates: Designed a flexible set of templates for Instagram posts and stories to support educational content, testimonials, and promotional offers.
Website Design: Built a eight-page website design optimized for clarity, booking conversions, and SEO.
Testing and Iteration
Client Review Rounds: Conducted feedback sessions with the founder to ensure every element from color tones to copy placement felt aligned and manageable.
Usability Considerations: Prioritized legibility, accessibility, mobile responsiveness, and ease of editing to ensure long-term usability without ongoing design support.
Results
Felek Acupuncture launched with a peaceful, polished brand identity that reflected its founder’s values and mission. The consistent visual presence helped attract new clients, build local credibility, and elevate the perception of acupuncture as a modern self-care practice.
Future Plans
Content Expansion: Support the founder in adding a blog and resources section to the site to deepen education and SEO.
Community Engagement: Explore future email templates and event collateral to nurture long-term client relationships.
Conclusion
By translating ancient healing principles into a refined, contemporary brand experience, I helped Felek Acupuncture create a unique space in the wellness market one that feels as grounding and intentional as the care it provides.
