Brand
Hoopes Health is a wellness-focused nutrition coaching brand built around organic living, hormonal health, and intuitive eating, serving women seeking a personalized, holistic approach to nutrition.

Platform
Squarespace (custom-designed coaching and content experience)

My Role
Brand Identity Designer & Web Designer

Collaboration
Worked closely with founder and nutrition coach Lisa Hoopes to translate her philosophy and personality into a cohesive visual identity — including logo system, color palette, typography, brand patterns, and a full website designed to attract and convert coaching clients.

The Challenge

Lisa had a thriving practice — but no brand identity to match her expertise.

  • The existing visual presence felt generic and didn't reflect her warm, holistic approach

  • There was no cohesive system — no logo, color palette, or visual language to build from

  • Her messaging needed to feel credible and science-backed, while still being approachable and personal

  • The website needed to clearly communicate her offerings and convert visitors into coaching clients

Business Goal
Build a brand from the ground up that authentically represented Lisa's philosophy — one that felt organic, trustworthy, and distinct in a crowded wellness market, while giving her a scalable visual system to grow with.

In short: transformative coaching, no visual identity to tell the story.

The Approach

I approached the project as both a brand build and a client acquisition system — not just a visual refresh.

Brand Identity System

  • Built a full visual identity from scratch — logo suite, color palette, typography, and brand patterns

  • Shifted visual tone from generic wellness to warm, credible, and distinctly human

  • Designed an identity that feels organic and trustworthy without sacrificing authority

  • Created a scalable system Lisa can grow with across every channel

Squarespace Website Build

  • Custom-designed coaching and content experience built on Squarespace

  • Clarified service offerings and created a clear path to booking

  • Optimized for conversion, clarity, and mobile — designed to attract coaching clients

  • Aligned design, copy structure, and visuals into a single cohesive experience

Philosophy Led Direction

Rather than a generic wellness template, every decision was rooted in Lisa's specific philosophy. Working closely with her, I translated:

  • Organic living and hormonal health into visual language

  • Intuitive eating principles into tone and messaging structure

  • Her personality and warmth into a brand women could genuinely connect with

The result: a brand that felt like Lisa — not a category.

The Work

Logo Design

  • Primary logo, secondary lockup, and submark variations

  • Wordmark and icon designed to feel organic, modern, and distinct

  • Versatile suite built for use across web, print, and packaging

  • Delivered in full file library with usage guidelines

Squarespace Website

  • Full custom design and build on Squarespace

  • Homepage, services pages, and coaching offering structure

  • Conversion-focused layout designed to move visitors to booking

  • Mobile-optimized and aligned with brand identity throughout

Visual Language

Custom icon set and patterns reflecting Hoopes Health's wellness and nutrition philosophy

  1. Illustrations designed to feel hand-crafted and personal, not stock or generic

  2. Visual elements built to extend across social, website, and client-facing materials

  3. Cohesive style that ties back to the overall brand identity system