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Case study · Health practitioners

The Metabolic Health Lab

From a website that only proved she existed, to a brand that speaks to clinics, retreats and individuals in one voice.

Client

Kristen, lifestyle medicine educator

What we did

  • Storytelling session
  • Brand strategy
  • Visual identity
  • Website design

Built in

Squarespace

Live

themetabolichealthlab.com ↗

Home

01THE STORY SESSION

Who she is.

We started with an hour, in person. Before we touched a colour or a page, we pulled out who Kristen is, who she serves, and the line that only she could say.

In her words

“I give them the map. Walking the road is theirs. I am not their coach, I am their translator.”

Kristen, in our storytelling session

Output 01

Her hero story

Why she does this work, written so a stranger feels it in one read.

Output 02

Three audiences, one voice

Individuals, clinics and retreat operators, mapped so the site never confuses them.

Output 03

Four perspectives

Communicator, educator, scientist and leader: the credibility no health coach can copy.

02THE STRATEGY

A strategy she keeps using.

The session became a strategy she keeps using: her website, her Substack plan and every partnership pitch since come back to the same document.

Positioning

Circadian science and lifestyle medicine applied to places, programmes and routines that shape human health.

Individuals

“My results always come back normal, but I know something is wrong.”

Clinics

“We don’t have the time or the person to build the programme.”

Retreats and places

“We want guests to leave having learned something, not just having rested.”

Tone of voice

GroundedWarmEvidence-based

Still powering

  • Website copy
  • Substack content strategy
  • Content-to-conversion map
  • Partnership pitches

03VISUALISED

Out of her head, into a world.

Then we made it visible. Her references (earthy, warm, modern, never clinical) became a brand world she can hand to anyone.

Brand world

The Metabolic Health Lab / guidelines

Deep Ocean#0D3749
Sand#F6F2ED
Coastal Sky#B7D0E3
Sun-Warmed Clay#E0947A
Charcoal#44484D
Headline typography in use

P22 Mackinac Pro

Headlines. Literary, warm, a little bit academic.

Manrope

Body and navigation. Clean, modern, easy to read.

Brand imageryBrand imageryBrand imageryBrand imageryBrand imageryBrand imageryBrand imageryBrand imagery

04EVERYWHERE

One look, every platform.

One brand world, applied everywhere: the Squarespace site, the Substack, the downloads. It looks like her on every platform, because it was designed once and properly.

Programs and places
Programs and places
Why work with me
Why work with me
The Substack, as a magazine
The Substack, as a magazine
Mobile site
On mobile

Your turn

Want a world this clear?

The Obsessed Mastermind takes you through the same four steps in three months: your story, your strategy, your look, and a landing page that carries it everywhere.

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