The Process

The process began with an intensive discovery session, followed by visual and contextual research, ideation and prototyping for the brand identity and strategy, followed by refinement of brand assets before construction of a website and physical brand collateral could be produced.

This project involved collaboration with local photographer, Stephanie Lauren & illustrator Elizabeth Forsman who provided photo assets & a base illustration from which to build the brand.

In order to establish brand direction and identify needs & goals for the project, we undertook intensive discovery sessions involving brainstorming, storytelling & sharing of ideas.

Adopting an empathic approach to this initial phase allowed me to gain insight into what this project really meant for the client. It was more that just a way to earn an income; it was an outlet for shared learning, healing & community building. 

From these sessions we identified that the brand identity needed to marry together Ashleigh’s spiritual and evidence based approaches to practice. As massage is such a vulnerable practice, the brand had to communicate strength, warmth, professionalism & connection in order to speak to the clients Ashleigh was aiming to help. We also spoke about the integration of existing photographic assets produced by Stephanie Lauren and the adaptation of an illustration by Elizabeth Forsman that would inform the development of the identity. 

An important element to this project that had a big impact on the deliverables was the internal setup of the business. As Ashleigh was self-employed and studying full-time, the delivery of the brand had to work in a way that was manageable and affordable with room for future development.

Elements of the final delivery included a polished brand identity including logo assets, typographic styles, colour palette and guidelines for brand voice; outlined in a style guide, business cards, gift certificates and a website to be used as a booking platform for her services.

Research informed a responsive approach to ideation and development of key brand elements which resulted a visual identity that clearly represented the message behind A-Z Massage Therapy

Visual & contextual research that followed on from discovery sessions involved investigation and analysis of existing competitors as well as experimentation with how to visually represent the established ideas of ‘strength, warmth, professionalism & connection’. Gaining a clear understanding of Ashleigh’s vision during our initial meetings meant that the colour palette and a revised logo were nailed early on which gave us time to experiment with typography. A serifed typeface was settled on to provide contrast with the organic nature of the logo illustration; marrying together spirit & science, with the inclusion of embellishments to maintain cohesion. The resulting logo and colour palette reflects the personal approach Ashleigh brings to A-Z Massage Therapy and acknowledges the balance between knowledge & passion that drives enhancement of wellbeing. 

The finalised identity was applied across print and digital media in order to create effective touchpoints, directing future clients to engage with the brand in a way that was manageable for Ashleigh.

Reducing time spent completing administration tasks in order to focus more energy on providing a unique massage experience was a non-negotiable for the delivery of the project. By mapping ways in which future clients would engage with the brand and matching these with the way in which Ashleigh wanted to operate her business, we were able to develop a website and booking system that required little monitoring outside of practice hours. Tailoring the social media presence of A-Z Massage Therapy to solely Instagram meant that Ashleigh only had to manage a platform that she already had personal experience with. Directing all bookings from this platform through the website further streamlined the process. Taking this workflow into consideration, printed touchpoints including a business card and gift certificates also directed bookings through this pathway, negating the use of text and Instagram messages which were time consuming and previously the only way to book an appointment. Putting in place these touchpoints and procedures meant that Ashleigh felt empowered to create boundaries and run A-Z Massage Therapy in a way that was most beneficial for her.

The Points of Learning

This project really highlighted the way in which the structure and limitations of a business can help to guide the way in which you design in order to produce maximum impact. 

There is no greater tool than empathy

Commitment to understanding and collaboration was the backbone to success of this project. Employing human-centred approaches to the design process ensured that the the vision for the brand was clear and the impact that Ashleigh hoped it would have on the world could be the driver of decision making. Understanding not only the reasons that this project was so important to Ashleigh, but the reasons that potential like-minded clients would reach out to her resulted in the creation of a brand identity and experience that was empowering, sensitive & nurturing for all parties involved.

Reframe limitations as opportunities

With a smaller than expected budget for this project, it was important to reframe this limitation as an opportunity to be more innovative and ensure that research resulted in the most effective outcomes. Streamlining the touchpoints for the delivery of the brand meant that the project could remain within the agreed apon scope whilst still engaging with desired future clients in the most effective way. By reigning in the pathways in which future clients could connect with A-Z Massage Therapy we were able to generate the most efficient use of resources and create an interaction which was intentional, easy to navigate and that communicated the core values of the brand whilst allowing Ashleigh to feel empowered & in control of her new found business.