Responsive website for Purely For You life coach displayed on smartphone, tablet, and laptop with calming green background and text about support through change, loss, and emotional uncertainty.

Case Study

Building a Scalable Wellness Brand System

A modular identity spanning brand, website, motion and content systems.

BREAKDOWN

Challenges

No structured identity across platforms

Mixed content tones (calm vs emotional vs instructional)

No scalable system

BREAKDOWN

Objective

Build a flexible brand system

Support different content types

Enable repeatable production

Approach

Brand Identity

Colour system

Nature / Greens

#2A4032
#19261E
#7B8C3E
#E0F257
#C9D955

Typography

Clean

tone

Calm / Nurturing

Black water droplet with ripples and smaller droplets above text reading Purely For You NLP Brand.
Logo with a dark blue water droplet above blue ripple waves and five small orange circles, text below reads 'Purely For You NLP Brand'.
Logo with two green overlapping leaves above golden ripples and pink dots, text reads Purely For You NLP Brand.
Green leaf droplet with ripples and dark green dots around it above the text 'Purely For You' and 'NLP BRAND'.

Approach

Website Development

Layout structure

Component system

UI hierarchy

Website header for Purely For You life coach with menu options and a phone displaying the logo beside text about support through life’s overwhelming moments.

Content System

Brand Expansion

Thumbnail categories

Channel identiy

Platform behaviour

Laptop screen displaying a coaching website with the headline 'Find clarity in life's most overwhelming moments' and buttons labeled 'Start Your Journey' and 'Learn More'.
Person holding a smartphone displaying a wellness website offering support for emotional challenges and grief.

Content System

Channel Branding

Minimal

Soft contrast

Platform behaviour

YouTube channel header featuring smiling woman named Andrea Duncan, titled 'Purely For You' lifestyle coach with social media handles.
Silhouette of a person with arms outstretched at sunset inside a circle, next to text reading 'How to overcome grief workshop'.
Smiling woman with glasses and raised hands beside text saying 'Take Control of Life Today!' with an inset image of a woman hiking outdoors.
Close-up of a person with closed eyes and clasped hands, alongside text reading 'How to Overcome Grief Workshop.'

motion system

Breathing Technique

A mindful motion system designed to guide focus, peace and presence.

Reinforces brand purpose

Calm interaction

Guides attention

DAMIAN FORDER DESIGN

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