Building a wellness brand from concept to execution
Brand Strategy
Visual Identity
Graphic Design
Web Design
Content Direction
Digital Marketing
A personal wellness coaching brand rooted in clarity, intention, and transformation.
OVERVIEW
Ess Holistic Co. began as more than a brand, it was a vision for creating a space where people could reconnect with themselves and take back ownership of their health and mindset. The goal was to build something that felt both grounding and modern — a brand that could support people in self discovery, gaining awareness, and creating meaningful change in their lives.
MIND MASTERY, BODY HARMONY, SPIRIT AWAKENING.
From concept to launch, every element was intentionally crafted to reflect that experience — not just visually, but emotionally and strategically.
VISION & STRATEGY
The challenge wasn’t just building a brand, it was creating a space and health coaching practice that felt trustworthy, supportive, and authentic in a saturated wellness space. With coaching, people aren’t just investing in a service, but in a sense of real connection. I began by defining the foundation of the brand by clarifying the target audience, shaping the brand personality, and developing mood boards to guide the visual and emotional direction. This early phase ensured that every decision that followed felt aligned and built to resonate on a deeper level.
Target audience- Those navigating anxiety, stress, chronic health issues, and a desire for a more intentional way of living. Women who want to understand themselves and take back their power.
Brand voice: welcoming, friendly, open, nurturing, knowledgable
Brand personality visuals:
While brainstorming a name that truly reflected both myself and the brand, I found a deep resonance with many words beginning with 'S'. Soul, Serenity, Spirit, Synergy, even my name, Sarah, to name a few. I recognized the pattern and found myself in stillness contemplating quite deeply about a single letter, which led me to wonder ”how would you pronounce that?”
“ess” – /e•ss/
And so ‘Ess’ was born, effortlessly. (and it doubles as an acronym for “evolution through soul searching”)
From the ground up, I developed the full brand and digital presence, including visual identity, logo design, typography, and brand guidelines.
Logo brainstorming:
Landed on these 2 variations. The logo reflects the story behind the name of the brand. Since part of the significance of “ess” is a pronunciation of the letter S, I made a play on the phonetic spelling of S.
Primary Logo
Secondary Logo
I spent (so much) time finding the perfect earthy colors that exuded a sense of groundedness, minimalism, and “coolness.” Green symbolizing peace, nature, harmony, and renewal. Charcoal symbolizing modern and power. Cream for neutral, calm, and wise.
The number 444 means a lot to me, so to my surprise when searching for a charcoal, i saw #444444 and knew that was the one.
The typography was chosen to feel clean and approachable, balancing structure with softness to reflect the brand’s calm and modern tone.
This extended into designing and building the website, creating social media content, other marketing materials, and developing a cohesive content direction that aligned with the brand’s voice and purpose. I incorporated a lot of my hand drawn elements throughout, a way of bringing in something more human and tangible, so the experience felt less polished in a rigid way and more real and connected.
Beyond the visuals, I also created supporting brand assets including an ebook and a structured coaching program, ensuring the brand wasn’t just present, but functional and valuable.
The strategy focused on building trust and connection through content that felt authentic, supportive, and reflective of the audience’s needs. Messaging centered around self-awareness, growth, and empowerment — positioning the brand as both a guide and a resource.
By aligning the visual identity with a clear marketing direction, the brand was able to create an intentional experience and establish a strong foundation for growth.
RESULTS
The result was a fully realized brand that felt cohesive, intentional, and aligned. Ess Holistic successfully launched with a clear identity, a structured offering, and a digital presence designed to attract and support its audience.
The project demonstrates the ability to take a concept from idea to execution — building not just a brand, but a passionate experience designed to connect, resonate, and grow — with clients that also want to grow, within themselves.
