Wellness coaching brand expression and responsive website
Rising Free Retreats
The need
After spending more than 10 years in a corporate strategy career, Haley Sevalstad became a certified Equine Gestalt Coach and set out to create Rising Free Retreats, a wellness coaching business offering private and group wellness coaching and equine-guided wellness coaching and retreats. Rising Free Retreats required a brand identity that aligned with Haley’s vision and brand strategy, and an emotive, on-brand, responsive website to communicate the process, value, and promise of Rising Free.
The challenges
Rising Free Retreats already had a fully built out brand strategy, developed by Haley herself (a professional brand strategist by trade), so she knew exactly what the brand needed to express. Rising Free Retreats had a logo designed that perfectly fit their needs, but the execution of brand expression was not fulfilling on the needs called for by the brand strategy. We needed to use the existing brand strategy and logo as a starting point and build a fully coherent, expressive brand that realized the vision for Rising Free Retreats. The website needed to not only communicate the services and offerings of Rising Free Retreats, but also educate site visitors on the methods and process of Equine Gestalt Coaching.
Brand Indentity system
The previously designed Rising Free Retreats logo was edited, de-constructed, and adapted to create a flexible, responsive brand identity system that could be applied optimally in a variety of use channels. A system of brand symbols and graphics was introduced with strategic guidance on how to use intentionally to expand the brand’s power.
Color palette
After reviewing brand strategy and messaging, interviewing the client, and conducting research and testing, a brand color palette was developed and documented. The palette included a selection of colors entirely based in nature that provided a range of hues and vibrancy. Usage guidelines were set, including the intentional use of photography to expand the brand’s nature-based color palette. The color palette was designed with digital application in mind, ensuring clear hue separation and contrast for optimal digital use.
Visual and photographic style
We curated a selection of photography to set tone and style for the brand expression. Photography guidelines included specifics such as lighting, subject matter, and equine body language. These guidelines ensure that all photography reflects the Rising Free Retreats mission and experience. Signature type styles and graphics were created to further solidify the brand aesthetic.
Website architecture and content development
In the information architecture and planning phase for the website, we strategically crafted the structure of the website by defining key sections, organizing and creating supplemental content, and creating a comprehensive sitemap that illustrates the user journey. We focused on establishing a clear hierarchy of pages and outlining the relationships between different elements to ensure intuitive navigation. We translated the architecture into wireframes to provide a skeletal representation of each page, focusing on the strategic placement of essential elements like headers, navigation menus, and content areas. These wireframes served as a foundational guide for design and functionality, allowing for client approval before progressing to the next stages of design and development.
Website design and development
Based on the information architecture, wireframes, and Rising Free Retreats brand expression guidelines, we proceeded to create a fully custom WordPress website including high fidelity design mockups, Elementor widgets, design implementation, content creation, SEO optimization, accessibility testing, multiple device viewing optimization, and client training.
THE RESULTS
A beautifully expressive brand system and website created the foundation for Rising Free Retreats to its vision to reality.
Rising Free Retreats was provided with an expressive, flexible brand foundation that will grow and evolve with the business. The functional, responsive website communicates the brand’s purpose and offerings clearly, while educating potential customers on the benefits of the Equine Gestalt Coaching Method and Haley’s personal coaching approach.
