The same branding workshop was attended on two occasions, five years apart. On the second occasion, all changed.
Context
In 2020, during the middle of the pandemic, a massage therapist attended a shortened form of the workshop. The deep work included interviews with real potential clients, which was omitted because, at the time, it seemed overwhelming. As a result, the workshop was reduced. Although the client was satisfied with the work carried out, it was never put into use because no roadmap had been outlined.
What I Did
In 2023, she returned and wanted to take a second pass at her brand identity. This time she was committed to conducting the persona interviews properly. Ultimately, what she discovered surprised her: the client she had been imagining was not the one who actually walked in the door. “I am not my ideal client,” she said, and as a result, she changed how she priced her services, how she discussed her work, and whom she actually targeted.
What It Produced
Since that time, she has given up her commission-based position and has become completely independent; her take-home pay per session has increased from about double to triple what it was before, and she is on track to achieve her first year with a six-figure income. Her Instagram account has grown from about 50 followers to around 4,000, and to match this growth, she has set up a purposefully crafted boutique system with all-inclusive pricing and real-time built into each session, rather than offering a range of add-ons.
There were two visits to the same workshop, five years apart, and the second one made all the difference.
From Ripple to Nurture
The early sessions were carried out under the name Ripple, while the final release is Nurture Massage, a wordmark and abstracted logo based on calm, foliage flow, and repeated motion.
The mark
The design includes a wavy foliage symbol and a custom hand-lettered wordmark, designed to work well in various orientations and in both light and dark settings.
A grounded palette
The color scheme uses warm neutral tones alongside a deep plum. It is intentionally restrained enough for use on packaging, signage, or other print collateral.
Nurture Massage, everywhere
The Nurture mark got translated into business cards, signage, gift cards, and the studio’s social media presence.
Testimonial
“Just start — that’s one mistake you don’t need to make. You’re going to make plenty of mistakes learning as you go, so save yourself some time and do it properly on the front end, in the beginning.”
Founder, Nurture Massage
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