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Modern Design for a Mindfulness Retreat

In early 2022, Patlee Creary, founder of Untold Stories Studio, reached out for help. Her business had outgrown its brand name. We revitalized her brand with a new name, strategic repositioning, and a dynamic visual identity. Here's how we did it.

Business card for Reyou Mindfulness, featuring a white logo on a teal background, resting on a moss-covered rock, emphasizing the brand's focus on nature and therapy.Business card for Reyou Mindfulness, featuring a white logo on a teal background, resting on a moss-covered rock, emphasizing the brand's focus on nature and therapy.

Wellness in Canada's Wild

Reyou offers courses, retreats and an online community to help visitors develop lasting mindfulness skills for their life's journey.

In the winter of 2022, Patlee Creary, Ph.D., Lead Facilitator and Founder of Untold Stories, approached Little Ghost Creative with a problem:

“I felt like my business name and logo no longer worked for what my business had grown into.”
— Patlee Creary, Ph.D., Founder & Lead Facilitator
Reyou mindfulness brand stationery including business cards and promotional materials spread out, featuring calm natural designs and brand logo.

During our intro call, Patlee revealed she had delayed installing an outdoor sign for almost a year after moving into her new space.

She felt that her brand name, Untold Stories, and visual identity no longer matched her growing business.

We listened to Patlee's concerns and suggested that a new brand name, strategic positioning, and visual identity would help clarify her offerings, deepen her story, and allow her business to grow effortlessly in any direction she chooses.

Young woman wearing a beige t-shirt with the Reyou mindfulness brand logo, standing in a lush indoor garden setting.
White ceramic seal with the intricate Reyou Mindfulness logo, symbolizing the brand's commitment to authenticity and personal growth through narrative therapy.

Laying the Groundwork

We started with a Discovery Session to learn more about Patlee and the story, goals, and challenges of her business, Untold Stories Studio.

“I did not know what to expect going into our conversations, but [Robyn] had an open and friendly vibe that made me comfortable asking questions.”
— Patlee Creary, Ph.D., Founder & Lead Facilitator
Reyou mindfulness notebook with the brand logo embossed in white on a dark teal cover, resting on a textured surface with subtle shadows.

Using Patlee's insights, we researched her industry, business, services, and trends in her sector. We then presented our findings, including an audience and competitive analysis.

We identified 3 key target audiences:

Next, we presented three options for the brand name, tagline, brand story, and visual direction. Patlee chose 'Reyou Mindfulness'.

With the new brand name selected, we crafted a positioning statement to help Patlee's ideal audience connect with Reyou Mindfulness on a deeper level.

One-of-a-kind effective mindfulness tools that stick with you on your journey through life.
— Positioning Statement
Outdoor billboard for Reyou Mindfulness showcasing a smiling man with a message about the diverse ways to engage with mindfulness retreats, courses, and community.

We presented nine key brand messages for Patlee to use across her website, social media, and other brand activations. These messages centred around three core brand principles:

With the brand naming, strategic positioning, and key messaging complete, it was time to create a visual identity for Reyou Mindfulness.

Minimalistic design of Reyou's logo, combining geometric and natural elements, on a pastel green background.

Crafting the Visual Story of Reyou

We developed a responsive logo for Reyou that symbolizes the never-ending journey of self-discovery.

Next, we created an extensive visual suite to tell the brand's story visually. This included selecting colours, typefaces, shapes, graphics, and a photography direction that portrayed Reyou as professional, approachable, and rooted.

We chose a timeless serif typeface to communicate wisdom while staying on-trend and fresh.

“I deeply appreciate my brand story and identity, and now know what it takes to cultivate, protect, and nurture it.”
— Patlee Creary, Ph.D., Founder & Lead Facilitator
Detailed view of Reyou mindfulness business card with the brand logo and text, set against a textured paper background.

We paired deep forest tones with soft neutrals to balance professionalism with a fresh theme, creating a sense of calm and trust through a selection of secondary and tertiary colors.

With all components of the new Reyou Mindfulness brand complete, we crafted the Brand Guidelines. This comprehensive document details Reyou's strategic positioning, storytelling, and messaging, along with standards for using each visual identity component. Patlee can use this to educate her team and ensure the brand remains consistent as it grows.

Door sign with the message 'Practice silence, meditation in progress' for Reyou Mindfulness, symbolizing quiet and focused therapeutic spaces.
Elegant pen with a geometric pattern in shades of teal and grey, branded with the Reyou logo, presented on a plain background.
Billboard display featuring a series of images promoting Reyou Mindfulness, each capturing moments of individuals engaging in activities that nurture health and well-being near nature.

Bringing the Brand to Life

Little Ghost Creative introduced the new Reyou brand to the world with a Shopify website reskin, a stationery suite design, and signage for Patlee's commercial space, which was installed in Spring 2023.

Elegant business card for Reyou Mindfulness lying on a cream background, highlighting the brand's dedication to mindfulness practices and community building.
“Special thanks to Robyn Kacperski at Little Ghost Creative. I’m still getting compliments about the Reyou Mindfulness name and branding.”
— Patlee Creary, Ph.D., Founder & Lead Facilitator

Credits

Reyou Mindfulness

  • Patlee Creary, Ph.D. — Founder & Lead Facilitator

Little Ghost

  • Robyn Kacperski — Creative Direction
  • Maggie Wysocki — Strategy & Content
  • Riley Chervinski — Strategy & Content
  • Shay Harder — Brand Identity Design
A close-up view of a package from Tea Curious, showcasing their commitment to elegant branding. The package, partially visible, features a crisp white box highlighted by a vibrant turquoise strip of branded tape. The tape displays the 'Tea Curious' name in bold, along with their distinct logo, which is a stylized representation of a globe and a tea leaf, symbolizing their dedication to global tea culture and origins. The simple yet striking design reflects the brand’s ethos of creating a sense of wonder through their products.A close-up view of a package from Tea Curious, showcasing their commitment to elegant branding. The package, partially visible, features a crisp white box highlighted by a vibrant turquoise strip of branded tape. The tape displays the 'Tea Curious' name in bold, along with their distinct logo, which is a stylized representation of a globe and a tea leaf, symbolizing their dedication to global tea culture and origins. The simple yet striking design reflects the brand’s ethos of creating a sense of wonder through their products.

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