Pacific

Calm

A wellness brand identity system that blends emotional storytelling with strategic design to support healing from the inside out.

Outdoor poster mockup, version 1

Visual brand guide

Outdoor poster mockup, version 2

The Brand

Pacific Calm is a project I led from end-to-end. As a conceptual lifestyle gym theoretically located in the Pacific Northwest, it focuses on physical and emotional health by providing both health club and spa services. They prioritize holistic well-being , cultivating mindful practices and educating on sustainable choices for body fitness. Through a supportive community built on the power of connection and shared purpose, it aims to create positive impact, celebrate racial & body diversity, and uplift it’s clientele.

  • The prompt established the owner wants the brand to emphasize stress reduction, but doesn’t want to be seen as “just another spa.” The logo must be simple and contain a reference to water, a tie-in to it’s Pacific Northwest location. Masculine design aesthetics should be avoided since this is a women-centric health club. The design must also incorporate the brand tagline: “Love. Yourself. Healthy.”

    • Developed a feminine-focused palette inspired by Pacific regional elements and water symbolism

    • Built a clear typographic system adaptable to both spa and fitness applications

    • Designed packaging-ready assets and brand collateral to support future product expansion

    • Created a brand book to guide tone, usage, and visual consistency across all marketing

    • Translated brand values into cohesive, emotionally resonant visuals for print and digital use

  • The final identity system brings clarity, warmth, and cohesion to Pacific Calm’s brand presence. It’s designed to reflect its values, support consistent communication, and feel genuinely aligned wherever it appears.

  • Adobe // Illustrator / Photoshop / InDesign

An aerial view of a beach with waves crashing onto the shore, featuring the logo and text for Pacific Calm Health Club & Spa.

Click to view guideline book

Email Promotion

I designed a promotional email that introduces Pacific Calm’s philosophy while driving new member sign-ups across desktop and mobile platforms.

Design Strategy Highlights:

  • Visual Storytelling: Used close-up portrait and warm tones to evoke care and calm

  • Brand Voice: Framed wellness as a lifestyle with affirming, empowering language

  • Offer Framing: Highlighted “15% off” with clear hierarchy and a personalized code

  • CTA Design: Swapped generic CTAs for “Explore Your Path” to reflect introspective tone

  • Mobile Optimization: Adjusted scaling and padding to preserve clarity and emotional impact on small screens

Outcome:
This mockup promo can become a high-converting entry point for Pacific Calm’s membership funnel by reinforcing brand values and providing a seamless, emotionally resonant experience across devices.

Responsive email design