The Wellbeing Edge

Strategic Positioning, Visual Identity Design, Website Design on Squarespace

I’m proud to share this recent brand strategy and website project for my client, The Wellbeing Edge (formerly Burnzone). When the founder of Burnzone reached out, she felt her brand wasn’t fully capturing the value she brought to her clients. While she had years of experience and expertise, the Burnzone brand didn’t resonate with her target audience of professional women seeking transformative wellness experiences.

Our Strategy Process
We dove deep, exploring her mission, purpose, and vision to uncover what truly drives her: empowering women to push their limits and reach the “edge” of their well-being. Through thorough customer profiling, we pinpointed her ideal client and analysed pain points that her brand could address. This discovery work led to a new name that captures her bold, supportive approach: The Wellbeing Edge.

Designing a Visual Identity & Web Experience
From this foundation, we created a visual identity that speaks to her brand’s spirit. With warm, earthy tones inspired by nature, the brand feels inviting, grounded, and aligned with the outdoors. A newly designed website now showcases her offerings and enables seamless booking for classes and personal training sessions, supporting clients at every step.

Outcome
With a new brand identity and online experience, The Wellbeing Edge is positioned to reach and inspire the right audience, helping women go further in their wellness journeys than they ever thought possible.

Helping my clients bring their vision to life and connect meaningfully with their audience is what it’s all about. I can’t wait to see the growth The Wellbeing Edge will achieve!