Inspire Wellness Collective
Logo Refresh, Branding, Voice, Copywriting, Web Design
Logo Refresh, Branding, Voice, Copywriting, Web Design
Located in downtown Lancaster, PA, Inspire Wellness Collective is a community and co-working space for independent health and wellness providers. Members have access to shared offices and studios to treat their clients, as well as business education to help grow their practice.
For this project, the goal was to refine an existing logo and build out a brand that would attract new providers and distinguish Inspire from similar wellness co-ops in the area.
Member Research
Thanks to an early-access waitlist, I had intake info from 18 potential members — including their practice name, credentials, type of services, websites, and client age range. I analyzed their responses to get a clearer picture of potential members and their own clients, then condensed insights into two personas to set an accurate direction for branding and voice.
Overall, Inspire targets mainly wellness providers seeking a flexible, community-based co-working space (roughly 80% of use cases); but also interfaces with clients seeking wellness services in the physical space (20%).
Visual Branding
The new Inspire brand feels calm, spa-like, yet approachable and well-rounded. The palette runs from cool to warm, reflecting the whole spectrum of services offered by Inspire members: for mind, body, and spirit. Visuals can range from refined to playful while interacting with either structured or organic custom patterns.
Brand Voice & Messaging
The Inspire brand voice primarily speaks to wellness providers who want a flexible, supportive space to grow their business. The tone is supportive, calm, and aspirational.
The Inspire tagline is "Better, together." First, because sharing resources and education helps providers’ businesses get better. Second, working together helps their clients get better: with a diverse range of wellness services under one roof, Inspire can offer people comprehensive, whole-person treatment.
Brand in Action
Primary touchpoints (such as business cards, letterhead, and website landing pages) rely on the primary cool palette with geometric designs. More familiar uses, like stickers and social media, incorporate the warmer end of the palette, and bring in floral elements and playful iconography.
Website Copy and Design
The new Inspire website puts the branding and messaging strategy into practice. Copy speaks directly to wellness practitioners seeking stability, support, and growth in their practice, and outlines the ways Inspire can meet those needs. Direct headlines, persuasive body copy, and succinct calls to action engage visitors and drive them to see Inspire for themselves and schedule a tour.