Our branding work began with a strategy playbook developed alongside Tegan, covering her business objectives, audience profile, the competitive landscape, positioning, values and personality. It placed her deliberately between the sterility of clinical providers and the soft focus of wellness branding, pairing evidence-based expertise with genuine care.

The visual identity follows that position closely. A name-led wordmark puts Tegan first, and a serif-and-sans type pairing balances clinical credibility with human warmth. Forest green, olive and sand keep the palette calm and grounded, well away from gym-floor intensity and wellness whimsy. The guidelines’ Brand DNA section later shaped the voice of her website, and the identity now carries across signage and stationery.