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.
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.”
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.
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.”
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.
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.
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.”
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.
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.
“Special thanks to Robyn Kacperski at Little Ghost Creative. I’m still getting compliments about the Reyou Mindfulness name and branding.”
