Nutritious Life
Visual Style Guide
Nutritious Life provides cutting-edge nutrition and wellness education online, which includes the signature Become a Nutrition Coach program. This brand supports a global, thriving community of wellness professionals enhancing their careers, and coaches building and growing their businesses.
Prior to this visual style guide, rules and guides for branding were scattered across various materials. To create a cohesive brand experience and resource for current and future communications, I created a visual guide which would serve as a key brand and marketing tool for all those internally working with the brand. The guide outlines basic tone and voice, history, audience, and defines proper usage of all graphic elements including the logos, colors, and typography. I also designed the '8 Pillars' icons which represent the whole-person approach to healthy living and the overarching values and concept of Nutritious Life.
Website
Nutritious Life's website redesign was a huge cross collaborative effort. As creative director and lead designer, I worked alongside a UX designer/researcher, the product development team, cross-functional team leaders, and the founder of Nutritious Life. The site was designed with students, prospects, and professional wellness audiences in mind. The challenge was to create an engaging and simple user-experience that informed, generated new leads, and converted prospective students. My solution as the CD and UI designer was to translate the newly elevated visual brand narrative into an accessible and cohesive design (and design system) that provoked repeat engagement and actionable results. A flexible modular design was created for scalability, allowing for new content and iterative template blocks and graphic assets to be added and reconfigured as needed.
Final deliverables to the dev team included the user flow (UX designer), page mockups, high-fidelity prototypes (UX designer), design system (with tokens and UI components), layout specifications, and visual assets. The project results included a brand showcase and framework that continued to expand and evolve with the company. The design system was an essential supporting component to the new brand visual guide (above). It allowed for a more holistic brand experience across the digital ecosystem, web, LMS, social media, email funnels, and events.
Organic traffic increased (111-200%), and conversion rates increased (33-35%).
Email Style Guide & Templates
As creative director, I guided the strategic development and execution of elevated, lifecycle email funnels. A visual style guide with detailed design and stylistic direction was created. Flexible XD templates and mockups were designed to support the various content creators, and direct the backend production of daily automated emails. All emails were expedited via the Marcomms team on a Salesforce marketing cloud platform. Myself and my team of copywriters and designers worked closely together to ensure consistency in messaging and visual tone, iterating quickly to A/B test, optimize and refine campaigns.
Fueling an effective iterative, data-driven approach, these creative assets enhanced cross-functional work streams and optimized performance goal efforts to increase student-enrollment conversions, and engage and nurture leads.