When a business evolves, its brand needs to evolve with it. Audrey's energy practice had grown for years, but her website hadn't grown with it. Services had multiplied across menus, the message was hard to pin down, and nothing on the site told visitors what to do next.
BEFORE & AFTER
The website's energy transformation
Audrey Herrick Casey had more than 15 years of experience working with women through energy healing, intuitive guidance, spiritual practices, and the energetic clearing of people, homes and land. But her existing branding and website weren’t fully communicating the depth of her experience—or the highly personal nature of the work she was actually doing.
This project became much more than a website redesign.
It was an opportunity to rethink how Awaken with Audrey was positioned, refine the visual identity, clarify the language surrounding Audrey’s work, and build an online experience that felt as personal, sophisticated and intentional as the service itself.
The Challenge: When Your Brand No Longer Reflects Your Business
The original Awaken with Audrey brand leaned heavily into the familiar visual language of the wellness industry.
Soft aqua, lavender, blush and pastel tones created a gentle, approachable feeling. The handwritten purple logo reinforced that sense of spirituality and femininity.
There was nothing inherently wrong with it. But Audrey’s business had outgrown it.
Her work was becoming more specialized and more personal. She wasn’t simply offering a collection of energy-healing appointments. She was being invited into clients’ homes, becoming familiar with their families and environments, and developing relationships with women who often continued working with her over many years.
The original website presented a broad range of healing services—from private sessions and spiritual coaching to Reiki training, ceremonies, workshops and property clearings. What it didn’t immediately communicate was the high-touch, private and deeply individualized nature of the experience.
That became the foundation for the rebrand.
Repositioning the Brand
One of the biggest goals of the project was moving Awaken with Audrey away from the perception of a traditional wellness practice and toward something more distinctive.
Energy Alchemy and Private Energy Concierge™.
Rather than simply describing the modalities Audrey uses, the new messaging focuses on the experience she provides and the larger outcome of her work.
The new website introduces the idea that “your life is an energetic ecosystem.” Audrey works not only with an individual, but with the energy surrounding that person—their relationships, home, property, land and the spaces they inhabit.
From Pastel Wellness to Quiet Luxury
The visual transformation needed to reinforce that positioning.
The original palette:
The combination of pastel blue, lavender, blush and bright purple felt youthful, ethereal and unmistakably “wellness.”
For the refreshed brand, we moved toward a quieter and much more sophisticated palette:
Soft ivory, stone, muted blue-gray and warm taupe provide the neutral foundation. Deep teal adds richness and authority, while the restrained bronze-taupe accent brings warmth without becoming flashy.
The result feels grounded rather than mystical, sophisticated rather than trendy.
And that distinction matters when positioning a premium service.
Luxury branding isn't necessarily about making something look expensive. It is often about knowing what to leave out.
More white space.A quieter palette.Stronger typography.More intentional photography.Fewer competing visual elements.
A Logo That Reflects the Next Chapter
The logo transformation may be one of the clearest examples of the repositioning.
The original logo used a flowing purple handwritten script. It felt personal and spiritual, but also visually aligned with many brands in the holistic wellness space.
For the refreshed identity, we chose a much more editorial approach.
The oversized “awaken” wordmark gives the brand presence, while the smaller “WITH AUDREY” signature keeps the identity personal. The warm neutral color adds sophistication without the predictable use of metallic gold.
It feels less like the logo for a wellness practitioner and more like the identity of an established lifestyle or personal-service brand. That was exactly the point ;)
Selling the Experience, Not Just the Service
Another major change was the way the website presents Audrey's work.
Traditional service websites often follow a predictable formula:
Choose a service → select a time → book an appointment.
That wasn't quite right for this business.
The refreshed site instead introduces a relationship:
Private Conversation → First In-Home Visit → Ongoing Concierge Support.
That subtle structural change completely reframes what the client is purchasing.
She isn't simply reserving an hour of Audrey's time. She's beginning a personal relationship with someone who she hopes will be a trusted source of energetic support for herself, her family and her home.
That's where the idea of Private Energy Concierge™ becomes much more than a marketing phrase. It provides a framework for understanding the service.
Clarifying the Path Forward
A beautiful website still needs to give visitors somewhere to go.
Throughout the new site, calls to action invite visitors into a low-pressure conversation rather than pushing them immediately toward a transaction.
Visitors can explore ways to work with Audrey, understand her approach, learn what an in-home experience looks like, and then schedule a complimentary conversation when they're ready.
For a personal service built heavily on trust, that feels much more natural than an aggressive BOOK NOW button.
The Result: A Brand Built Around Value, Not Volume
The finished Awaken with Audrey brand feels very different from where it started.
The goal was to make the perceived experience match the actual experience.
Audrey's clients aren't receiving an off-the-shelf wellness service. They are inviting someone into deeply personal areas of their lives, homes and families and, in many cases, building a relationship with her that continues over time. The new website now places that personalization, trust and discretion at the center of the brand.
Good branding doesn't make a business into something it isn't.
It helps people recognize the value that was already there.
For Awaken with Audrey, the transformation from wellness practice to luxury personal-service brand wasn't about changing the heart of the business.
It was about finally creating a brand worthy of it.
CLIENT
Awaken with Audrey
PLATFORM
Wix Editor
SERVICES
Brand messaging Website redesign Logo design Booking setup Color palette
PALETTE
Are you ready for a brand refresh?
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