Pilates for Breast Cancer's mission is to bring together the power of restorative Pilates with the energy-shifting work of EFT (Emotional Freedom Techniques) to women around the globe who have been diagnosed with breast cancer. This powerful body and mind duo creates a transformative experience that guides women through the difficult journey of breast cancer.
Brand Intentions
Founder Jenny connected with me after putting her vision for her rebrand on hold for almost a year. She didn’t want another year to go by without taking action. Jenny was looking to create a rebrand around her new online program and get her vision up and running as soon as she was done completing her cancer course. With ideas scattered all over the place, Jenny felt like she had a vision for what she wanted her brand to look like but no way to pull it all together. She required a full rebrand of her business as well as a website that would encourage visitors to reach out, connect, find resources for support, and buy her programs.
Phase 1: Discovery
Before starting the design and development phase, we dove deep into Jenny’s vision, mission, and values, mapping out her goals for The Pilates for Breast Cancer brand and got clear on what was most important for her to help grow her business. Using strategy based on her goals, we created a plan to help elevate her visitor’s experience with her brand and website.
Phase 2: Design
Based on what we discovered during the first phase, I created a mood board to help capture the vibe and style of The Pilates for Breast Cancer brand.
I then created a primary logo, focusing on symbolizing nature, flow, and movement. Jenny wanted the design to embody strength, elegance, and simplicity, so I used clean typography for the logo combined with beautiful lines to give the feeling of safety, calm, and connection.
The colour palette is neutral with darker blues and greens for accents. The neutral tones bring a feeling of elegance and lightness, while the blue and green accents create an inviting, calm, and soothing environment.
The images were chosen to create an open, inviting, and empowering space where visitors can feel like they are in the right place on their journey.
Website Intentions
Once we had the branding in place, we sat down to discuss the goals for the Pilates for Breast Cancer website and how we could map it out to help move the needle forward and help grow the business with strategy in mind. Going through this process really helps my clients create clarity, setting the foundations for creating a beautiful website that helps grow an online business, and really helps to simplify the process.
These goals included:
Updating the website to reflect the pivot in branding, services & audience
Implementing an easy user experience that clients could navigate & flow through
Creating a page of resources to help more people navigate through challenging times
Selling online programs, and booking out her calendar
Growing her audience through email marketing
After getting clear on the goals for the Pilates for Breast Cancer website, I mapped out the layout breaking it down page-by-page, based on what would help create a seamless experience and achieve those goals to help grow the business.
Phase 3: Development
Based on the goals we discussed, I took the branding we created and designed some extra elements to incorporate into the website design, including the copy and images Jenny provided.
By keeping the top navigation menu to a minimum, we were able to implement an easy user experience so visitors weren’t overwhelmed with options and could navigate and flow through the website with ease.
I also implemented a short accordion-style FAQ on the home page, keeping the design simple and clean, and providing answers to questions visitors may have. We also included a resources page to provide extra resources to help more people navigate through challenging times and give them extra support.
By adding clear call-to-action buttons in several places on the site, we were able to direct visitors to learn more about Jenny’s programs. One of the call-to-action buttons was placed on the home page banner to help maximize the space and help guide visitors immediately after landing on the website, helping them navigate to the programs page and get the support they need right away.
Phase 4: Delivery
I love using Squarespace for service-based businesses so that everything is easily managed and updated by my clients. This really helps take the overwhelm out of any tech when navigating the back end of the site. It also gives my clients the space to spend more time and energy being present with their clients, helping them focus on growing their online practice, and making an even bigger impact in the health & wellness space.
“Shiva was the most diligent, professional, and capable person I have ever worked with. She completed all the work on time (and even ahead of time!) with excellent feedback along the way to help direct my vision. Before working with her, I felt like I had a vision for what I wanted my brand to look like but really had no way to pull it all together. I had so many ideas but they were scattered all over the place! Shiva took my ideas and created something even better than I had imagined. She encouraged me to dig deep to uncover what I truly wanted my brand to represent. Warmth, empathy, encouragement, and strength. I feel like my vision has come to life! ”