Case study 05 · Client work · Delivered

A brand and digital home for a wellness studio

Green Haven on Main is a wellness sanctuary in the small historic town of New Market, Maryland — vinyasa, restorative and yin yoga, sound baths, breathwork, seasonal ceremonies. It needed everything a new local business needs at once: a name given form, a brand system, and a website that could carry its calm, rooted personality online.

Role Brand strategy, identity, web design & build

Client Wellness studio — New Market, MD

Deliverables Identity · brand book · asset kit · website

Platform Hand-built HTML/CSS on Vercel

The website

One long scroll that answers "what is this place?"

The site is a single cinematic page: a dark forest‑green hero, then classes, experiences, teachers, membership, and visiting information — organized so a first‑time visitor can answer "what is this place, and how do I start?" in one scroll. Built as fast, dependency‑free HTML and CSS: nothing to maintain, nothing to break.

Fig. 01The brand system on one sheet — the GH monogram, voice lines from the rebrand, the honeycomb-and-forest palette from the delivered brand book, and the one-scroll site architecture.

Five Earth Day teaser slides: GH monogram 'Something new is blooming', Grow with patience, Heal with space, Belong together, Same home. New name. — Fig. 02The Earth Day teaser carousel — the three brand words paced one per slide, ending on the rebrand reveal.

Website hero: gold GH monogram and 'Grow. Heal. Belong.' over deep forest green — Fig. 03The website opens the way the studio does: dark, quiet, unhurried — monogram, three words, one action.

Classes section: 'Classes for every kind of day' on warm cream — Fig. 04The palette flips to warm cream for content: classes organized by energy — vinyasa, restorative, workshops — not by jargon.

Mission section: 'Heart of the Haven' in editorial serif typography — Fig. 05Editorial serif typography carries the sanctuary language through the middle of the page.

The homepage at phone size with a persistent Book action — Fig. 06The same calm hierarchy at 390px — with booking kept one tap away.

The brand

Three words, one practice

The identity is built on three words — Grow. Heal. Belong. — expressed through deep forest green, warm gold, and soft cream, with sage, clay, and slate accents. Cormorant carries headlines; Montserrat handles everything functional. The mark family — a tree‑pose figure, a lotus, circular monogram stamps — each has a defined use, documented in a delivered brand book.

Fig. 07From the delivered brand book: the interlocking GH monogram and its rules — applications on white, sand, forest, terracotta, and robin's egg.

Fig. 08The final mark family: monogram, circular stamp, and stacked lockup, each with a defined job.

Fig. 09Where it started: one of several early exploration rounds before the system above was chosen.

Storefront signage concept rendering — not a photograph — Fig. 10Concept rendering — created during brand exploration to test signage; not a photograph of the storefront.

Client experience & go-to-market

The engagement was designed, not just the deliverables

Every client-facing document is a designed artifact in the brand: the proposal opens as a scroll through “your future space,” and the whole project runs from a password‑gated Project Hub — launch countdown, phase roadmap, social media concept lab and pipeline, asset library, and schedule, all in Green Haven's forest and gold. The go‑to‑market side shipped as social templates and a five‑slide Earth Day teaser carousel announcing the rebrand. The studio is also provisioned as the first tenant of FlowOS, carrying its own brand tokens — Tate Olive and Honeycomb gold — into the platform.

Same home. New name.
Earth Day teaser carousel — rebrand announcement

Deliverables & status

Everything a new business needs on day one

Delivered: the brand identity and full asset kit, a documented brand system, social content templates, and the designed and built website. Booking and commerce were scoped content‑first for launch — clear calls to action rather than embedded scheduling software.

Reflection

A brand is a system too

Treating the identity and the website as one system — same words, same palette, same restraint — is what makes a small business feel bigger than it is. Launching content-first, with booking as a clear call to action rather than embedded software, matched the studio's actual operating maturity: design scoped to the business, not the other way around.

Competencies demonstrated

Brand Strategy · identity system · brand book · asset kit

Web Content-first IA · editorial design · responsive build

Craft Hand-built HTML/CSS — zero dependencies

Client work Facilitation from questionnaire to delivery