Soulsway, a company founded by Alexis and Janelle, sought to revolutionize wellness. Their mission was to create a safe space that removed the objectifying "male gaze" often present in traditional wellness approaches. However, their existing brand identity lacked a distinct voice and didn't visually represent their unique philosophy or approach.

Together, we rehabbed the brand from top to bottom, selecting a trademarkable name, identifying a strategic growth map, recreating the brand identity. Once we wrapped the recreation of the brand and website, we developed and set a creative and editorial direction for their core curriculum—resulting in 30 films for five online courses and a suite of storytelling videos for marketing and educational use.

I worked on a sustainable visual identity ecosystem, encompassing a new logo, website design, and email marketing templates. This new aesthetic championed female empowerment and fostered a sense of inclusivity. Our team established the creative and editorial direction for the core curriculum.To further immerse users in the Soulsway brand language, I designed a custom lighting system for online courses. This unique setup created a specific atmosphere for both Alexis and Janelle and participants which further enhanced the dismantling the objectifying "male gaze."

Soulsway emerged with a brand identity that truly reflected their innovative approach to wellness. The new visual language resonated with their target audience, creating a safe and empowering space. Additionally, the comprehensive content library ensured an engaging learning experience for Soulsway’s online courses.