Helping Flow of Life take shape

When we first started discussing Florine’s vision and the types of services she wanted to offer, she suggested using 'Flo' in the name, as it’s a nickname many people use for her. This led us to explore concepts like 'Flow' or 'Flourish,' and eventually, 'Flow of Life' emerged. The name beautifully embodies the idea of living in the present, fostering awareness, and embracing acceptance; key principles that underpin the benefits of her services. We also decided to include 'Happy Lifestyle' to capture the essence of joy and well-being that her offerings promote.

While I usually don’t design logos, I made an exception for Florine, as I have known her for a long time and had a strong understanding of her preferences. When I presented some initial options, she was already set on a font choice. After reviewing the competition and considering the core aspects of her business, I created a logo inspired by the 'Zen circle.' The teal colour symbolises water and ice, while the bright yellow represents energy and joy. Once we finalised the identity, I moved on to creating various brand collaterals to support her new venture.

To shape Flow of Life’s voice, I collaborated with Florine to craft a brand story that reflected the core of her vision. I also developed key messaging, including the concept of "Energy boosters for a happy lifestyle," which became central to the brand. These messages formed the foundation for the website copy, presentations, and marketing materials, ensuring consistency and alignment with the brand’s identity.

A user-friendly and engaging website was essential for Flow of Life. I conducted an SEO keyword analysis to identify relevant search terms and refined the content to ensure it was both compelling and optimised for search. The site was built with a clear layout and intuitive navigation, enabling Florine to update it independently without the need for a third party.

To steer the brand’s positioning in the right direction, I began by analysing the websites and messaging of direct competitors—both locally and globally—alongside trends and best practices. With these insights, we then had a brainstorming session to refine the brand’s positioning, key messaging, and unique selling points, ensuring Flow of Life would stand out with a clear and compelling presence. This process also helped define how to structure and present the services, approach the marketing of the launch, and shape the website navigation. From there, I developed the strategic foundation for the soon-to-be-launched brand.

Visual storytelling played a crucial role in shaping Flow of Life. I defined a photography style that aligned with the brand’s essence, working closely with Florine. I then created a detailed guideline for the photographer, ensuring the images would convey the desired mood and message. On a sunny Saturday morning, Florine organised a breathwork and ice bath session, where I guided the photographer in capturing authentic, engaging visuals and videos that truly represented the brand.

The company presentation was developed to tell Flow of Life’s story while effectively presenting its services and benefits. Taking a practical approach to ensuring brand consistency and usability, I created document and presentation templates, along with a series of Instagram post layouts. Each template was designed with adaptability in mind, making it easy for Florine to update as her business evolves and her brand matures. 

To ensure Florine could confidently manage her brand moving forward, I conducted a two-hour training session. This covered how to edit and update her website, presentations, and Instagram posts, enabling her to maintain a consistent brand presence without ongoing external support.