Brand Identity Design for a Digital Wellness Startup
Project Overview
Wellth Works is a fictional holistic health brand offering digital wellness tools and meditations.
Objective
Grow the email list and drive engagement with a lead magnet focused on mindfulness.
Research
Target Audience:
People ops teams at remote-first startups with 25–250 employees, who are trying to keep team culture and wellness strong without an in-person office.
Market Insight:
Remote teams experience higher burnout and lower retention when wellness is deprioritized. Incentive-based challenges are proving effective in increasing engagement.
Competitor Review:
Apps like MoveSpring and YuMuuv offer wearable integration but lack flexibility and customization for smaller teams.
Key Insight:
Companies want wellness programs that feel fun, community-driven, and reward-based—not just another HR tool to manage.
Strategy
I designed a soothing brand identity and created a downloadable “7-Day Meditation Guide.” I paired this with an Instagram ad campaign and landing page optimized for mobile.
Visuals
Brand identity (logo, colors, type)
Instagram ad mockup
Meditation Guide PDF
Landing page
Welcome + nurture email
Projected KPIs
50% landing page conversion rate
15% CTR on Instagram ads
3% increase in repeat email openers
Reflection
I would experiment with audio snippets from the meditation guide in ads and add a progress tracker in the welcome email to encourage engagement.