Building a Community-Centered Wellness Hub
Soulfit
RESULTS:
New company and brand launch.
Competencies:
Market Research
Customer Profiling
Brand Identity Development
Brand Messaging (Voice & Tone)
Brand Positioning
Brand Manuals & Design Guidelines
A woman-owned entrepreneur partnership envisioned a wellness hub that went beyond physical fitness—one that fostered complete well-being for their local community. Their goal was to create a comprehensive space integrating fitness, holistic wellness, and supportive community experiences.
To successfully launch, they needed a clearly defined brand identity that would:
- Align their vision with a compelling market position
- Support strategic partnerships with wellness practitioners
- Guide the development of a brick-and-mortar location
- Establish credibility and attract their first clients
A strong, cohesive brand was essential to confidently pitch their business before it launched.
APPROACH + EXECUTION
Through a strategic discovery process—including visioning sessions, competitive analysis, and market research—we identified a key opportunity: the need for an integrated wellness hub that combined fitness, holistic health, and community support in a way that existing options did not.
Their positioning evolved into a “one-stop wellness destination”—a space dedicated to mind, body, and spirit where individuals seeking alternatives to traditional healthcare could find transformation and connection.
To capture this, we developed a brand identity that balanced the tranquility of a wellness center with the dynamic energy of a fitness facility. The messaging reinforced their belief that well-being is a sum-of-all-parts approach—one that embraces joy, play, and human connection as essential components of health.
OUTCOME
The final deliverables provided a strong foundation for their launch, including:
- Brand positioning & messaging to communicate their mission with clarity and confidence
- A visual identity system that reflected their dual focus on fitness and wellness
- Design guidelines & a brand manual to ensure consistency across all touchpoints
This work empowered them to pitch their business effectively, attract key partnerships, and build early momentum—laying the groundwork for a wellness hub that would truly serve its community.
My primary role within this project was leading Brand Development as a contractor on behalf of Orchestrata, a creative agency partner.
