Research: Listening Between the Lines When Brown Suga Wellness first came to us, it was easy to get caught up in the vibe. The soft tones. The calm energy. The name itself screamed self-care. But when we dug deeper—like we always do during the Research phase—we realized something didn’t quite align. The founder wasn’t just selling candles and calm. She was coaching women through hard things—life transitions, mindset shifts, and emotional breakthroughs. But you wouldn’t know that from the customer journey. Her audience was getting mixed signals: was this a spa brand or a coaching practice? We listened not just to what was said, but what wasn’t. We scrolled through captions, clicked through funnels, and read between the lines of customer feedback. The clarity wasn’t missing in the offer—it was missing in the messaging. Innovate: Rewriting the Rules of the Journey Most folks would’ve said “rebrand.” But we said “realign.” Instead of wiping the slate clean, we asked: how do we build on what already feels good, while guiding customers toward the real transformation being offered? We took her serene aesthetic and infused it with purpose—pairing visuals that invited calm with messaging that delivered clarity. We reimagined the customer journey from a passive scroll to an intentional experience. No more “wellness vibes.” Now, every touchpoint whispered (and sometimes shouted): you’re being coached here. We also got hands-on, helping choose branding images that reflected the coaching energy while still honoring her soothing brand. From the email sequences to the freebie language to the flow of her site—it finally made sense. Strategize: Bringing It All Together You can’t just tell people what you do—you have to walk them through how it feels to work with you. So we built a clear, step-by-step journey: From first social scroll to email signup From in-person events to digital downloads From calming content to coaching calls We restructured the booking process, created segmented paths for different audiences, and ensured that every lead magnet had a purpose beyond being pretty. It became less about curating an aesthetic, and more about curating an experience. Evolve: Supporting Growth, Not Chaos Coaching brands evolve fast. What worked last quarter might not work next month. So we gave Brown Suga Wellness the systems and tools to evolve with confidence. We built out a backend that could grow with her, integrated data tracking to understand customer behavior, and taught her how to pivot messaging without starting from scratch. Now, when new offerings come to life (because they always do), they have a home and a strategy—not just a link in a bio.