Helen came to me looking to for some assistance in creating a brand identity, marketing materials and an e-commerce website for her new online, spiritual business. Being a brick and morter business owner for over 40 years, she understood the importance building a strong brand foundation, but wasn't so familiar with the digital world or how to market her business online. So we worked together to build a strong brand foundation, online presence and marketing strategy that would not only help her attract more of her dream clients with ease but also help her brand stand the test of time.
We began by diving deep into the essence of her brand to uncover what her brand's core values are, what her mission is, who her target audience is, how her brand helps people and how she wanted her brand to look and feel. Below is a summary of what we discovered, which helped us lock in her foundational core.
Peace, love, tranquility, balance, enlightenment, and being the best you can be for yourself.
To help people heal from the past, become the person they were meant to be and able to handle the outside negative sources that try to infiltrate their everyday life.
Those who understand the importance of healing and who are interested in the mystical world of healing crystals and stones, card readings, energy healing, balancing their chakras, and who love beautiful, unique jewelry.
How Her Brand Helps These People:
It gives people the tools they need to uncover their true self and hold their power against negative energies that try to take over. The goal is to help people not only find their inner peace but also help them hold onto it.
How She Wants Her Brand to Look + Feel:
Calming, empowering and enlightening.
The next step was to create the foundation for her visual identity. We began by curating a mood board and color palette that not only helped us capture the look and feel she was visualizing for her brand, but also helped us get on the same page so that we could streamline the entire design process going forward.
Helen wanted her brand to look and feel calming, empowering and enlightening and to use purples, blues and greens. I ended up adding some gold to her color palette to tie everything together and make the entire brand feel a little more "magical." 🙂
Once we had the foundation down, it was time to move on to the logos! Helen planned on using her logo across a variety of platforms and mediums (her website, social media, printed business cards, newsletter and blog) so she needed to have a variety of logos created. By having a variety to choose from, she could feel confident that she would always have a logo that would fit perfectly and look legible in any space she chose (whether it was being used in a tiny space or blown up to a larger size, or if it was being used for print or web purposes.)
I ended up creating one primary logo, a few alternative logos, a submark logo, a logo for her blog and a logo for her newsletter, and keeping the moon as consistent symbol throughout most of them.
All of her logos were created as vector files, which is mandatory for print purposes because she can scale them to any size without the logo losing its sharpness. Her final files included different file types so she could use them for both print or web purposes (both CMYK and RGB options.) I also included all-white and all-black logos options with a transparent background so she could use any logo as a watermark over a photo if she ever wanted to.
After we were done, she had a whole toolbox of logos she could choose from and could rest assure her branding would always professional and cohesive.
After designing her logos, it was time to design her business cards. We used her primary logo for the front of the card and added her submark symbol of the moon to the back of the card to give it a bit of a "mystical" look.
Once the foundational branding elements were completed, it was on to the design and development of her website! Helen wanted to be able to sell her products and services directly from her site, so we set up her e-commerce shop using WooCommerce and added a few special features to help customize the shopping experience for her customers.
In addition, I created a handful of custom graphics to help enhance her branding and really tie together the look and feel she had been visualizing, making her entire site completely unique to her and her brand.
A dynamic Instagram feed was added to her home page that would update automatically on her site whenever she posted on Instagram. In addition, a custom Instagram landing page was also created to house all her most important links on one page and we used that link as her website link for her Instagram account. Doing this instead of using a site like Linktree helps her not only use her own custom branding, but also helps boost her SEO.
Her shop page includes custom graphics that help navigate shoppers to the different products and services she offers. They can also use the "Services" or "Products" menu items in the top navigation bar to find what they are looking for or use the "Product Categories" in the sidebar to the right. There's also a "Filter by Price" feature as well as a "Search" field in the sidebar to give them even more search options.
A blog was also added so Helen could educate people on various aspects of her business and help them learn more about what she does and what she offers. A email list signup form was added to the sidebar so readers could have notifications about new blog posts sent directly to their inbox.
Social media sharing buttons were also added so that readers could easily share Helen's content to their social media pages, which would naturally help bring more traffic back to her site and boost her SEO rankings even more.
Her entire website was optimized for search engines (SEO) which will help her business get found more organically online from others who are searching Google and other search engines for the kinds of products and services she offers.
To help Helen build her email list, we decided to create an e-book that would be used as lead magnet. I created some custom graphics plus a sign up page to help promote it on her site. The sign up page connects to Mailchimp so after someone enters their email, the e-book will be automatically emailed to them and their email address will be added to Helen's list of subscribers.
After that, I created her Facebook branding, which included a custom Facebook cover photo and a Facebook post template she could easily reuse in Canva. Her primary logo was used as her Facebook profile image as it just so happened to fit perfectly!
For her Pinterest account, I created a few branded Pinterest graphic templates in Canva that she could reuse for new blog posts simply by dragging and dropping in a new photo and changing out the text. I also created a few branded Pinterest quote templates as well as Pinterest board covers to keep the whole look of her brand cohesive and professional.
After the project was complete, I finalized her branding board with all of her design elements so that she would have something to refer to going forward. This is also good to have in case she ever works with another designer, social media manager or other type of team member because they will know which fonts to use, which colors to use and how to stay "on brand" when creating new promotional content.
I continue to work with Helen on an ongoing basis to support her online marketing, which includes social media marketing (Instagram, Facebook, Pinterest,) designing her monthly "New Moon" Newsletter, and optimizing her blog posts for SEO.
Social Media Branding
Dynamic Instagram Feed
Instagram Landing Page
Mailing List Signup
Social Media Sharing Buttons
Social Media Marketing