THE NESS COLLECTIVE
Brand Strategy Visual Identity Website Design Development Copywriting Social Media Design
The Brief
The NESS Collective approached us to build a brand and website from the ground up for founder Ashley Stuver, a holistic and functional health expert with nearly a decade of experience in the health and wellness industry. Ashley holds a Master of Science in Clinical Nutrition and Integrative Health with a focus on herbal medicine and has trained alongside top industry leaders. Her practice specializes in gut health, hormone health, and functional testing — using evidence-based education and an integrative approach to support long-term, sustainable wellness.
The mission was clear: move away from quick fixes and create a brand that empowers individuals with personalized, science-backed protocols rooted in root-cause healing. The NESS Collective was designed to reflect that mission — from the visual identity and messaging to the website experience — appealing to a health-conscious audience seeking a holistic, integrative path to optimal well-being.
Holistic Wellness Expert
Challenges & The Solutions
One of the primary challenges was translating Ashley's highly specialized modalities into an approachable, consumer-facing experience. Gut health, hormone health, and functional testing are deeply transformative services — but many in her ideal audience don't yet have the language to articulate what they're searching for. The challenge wasn't just building a website; it was clarifying the offer itself and presenting it in a way that would connect with someone who knows something feels off but hasn't found the right solution yet.
To solve this, we workshopped Ashley's core functional approaches and broke them into digestible service categories that educate the visitor while building trust and driving action. Categories including Gut Health Analysis, Hormone Testing, Functional Testing Practices, Evidence-Based Education, and an Integrative Approach were each clearly defined on the site, giving potential clients the context and confidence to take the next step.
The primary call-to-action was built around a free consultation model — lowering the barrier to entry and allowing Ashley to guide each client toward the right personalized plan from the very first conversation. We also developed the wellNESS Packages and bundled offers to bring pricing transparency and accessibility to the brand, including a monthly membership and the signature wholeNESS Bundle — a gut and hormone deep-dive pairing a functional test with a 60-minute session
Brand Strategy & Visual Identity
The NESS Collective brand was designed to exude modern sophistication while remaining deeply grounded in science, mindfulness, and approachability. Every element of the visual identity was crafted to resonate with an audience that values holistic healing, root-cause thinking, and a natural approach to wellness — individuals who are intentional about their health and aligned with the science behind it.
Early in the process, we identified a critical need for brand photography to anchor the organic, earthy aesthetic we were building toward. I worked closely with Ashley to connect her with the right photographer to execute the vision — a natural, editorial-style shoot set in an Airbnb with clean, organic tones and textures that perfectly complemented the brand palette and brought warmth and authenticity to every touchpoint.
Logo & Logotype: The primary logotype is set in a nostalgic serif typeface with an italic treatment for "The," where the swooping curvature of the "T" elegantly connects to the "h" — adding dynamic flow and movement. "NESS COLLECTIVE" is rendered in a heavier weight to create visual contrast and impact, with an intentionally rustic, unfinished quality that exudes charm and authenticity.
Logo Mark & Emblem: Originated as a hand sketch, the emblem features open hands symbolizing community and the collective spirit at the heart of the brand. A sprouting root at the center signifies growth and grounding — embodying harmony, stability, and the brand's holistic ethos. The symmetrical composition reinforces balance, a core principle of the practice.
Color Palette: Forest Deep Green serves as the signature brand color, capturing the essence of wellness while bringing warmth and grounding to the brand emotion. Paired with Cream and a deep Café Brown, the palette strikes a harmonious, nature-inspired balance — using a contrasted darker background with lighter hues to create a clean, elevated look with intentional negative space across both digital and print collateral.
Typography: A nostalgic serif with italic accents brings a rustic sophistication to the brand — refined yet approachable, rooted yet forward-thinking.
Brand Photography: Organic, editorial-style imagery rooted in nature — earthy tones, holistic nutrition, and lifestyle photography that visually reinforces the science and soul behind The NESS Collective.
Messaging & Positioning: Brand copy was crafted to speak directly to the ideal client — someone seeking lasting wellness from within, ready to move beyond quick fixes and embrace a personalized, root-cause approach to healing.
Scalable Identity: The full brand system was built to grow with Ashley's practice — supporting future service expansions, educational content, and social campaigns while maintaining a consistent, recognizable presence.
Website Redesign & Development
The NESS Collective website was built on a sitemap-first foundation, with every page and section thoughtfully mapped before a single design element was placed. The sitemap served as the blueprint for the entire digital experience — ensuring the structure educated visitors, built credibility, and guided them naturally toward booking a free consultation.
The stunning brand photography was woven throughout the site alongside the signature Forest Deep Green, Cream, and Café Brown palette — creating a warm, grounded aesthetic inspired by nature and rooted in holistic science. Earth-toned imagery, ocean-inspired visuals, and nutrition-based photography work together to tell a cohesive, visually compelling story about the practice and the philosophy behind it.
The homepage opens with a sliding hero banner showcasing Ashley's core offerings and expertise, introducing her as the passionate, experienced Functional Nutritionist behind the brand. The site is structured to feature the service categories clearly, with enough context and education for visitors to understand what they need — and feel confident enough to book. The free consultation CTA is woven strategically throughout the site to reduce friction and move prospective clients from curiosity to commitment.
Sitemap-First Structure: Blueprint-driven design ensuring every page serves a purpose, guiding visitors from education to action
Hero Banner: Sliding feature section showcasing core offerings and introducing Ashley's story and expertise
Service Categories: Clearly defined offerings — Gut Health, Hormone Testing, and Functional Testing — presented in digestible, consumer-friendly language
wellNESS Packages: Bundled offers and membership options with transparent pricing, including the signature wholeNESS Bundle starting at $450
Free Consultation CTA: Strategically placed throughout the site to lower the barrier to entry and drive bookings
Visual Storytelling: Brand photography, earth-toned imagery, and nature-inspired design elements reinforce the holistic, science-backed brand identity
Responsive Design: Fully mobile-friendly with a clean, modular layout built to scale alongside Ashley's growing practice
Results & Outcome
The launch of The NESS Collective brand and website delivered a complete transformation — bringing clarity, confidence, and a cohesive identity to Ashley's practice. What had once been a complex, hard-to-articulate service offering was now a clear, compelling, and beautifully branded experience that resonated with her ideal audience. The structured service categories and free consultation model gave potential clients the context they needed to take action, while the elevated brand identity positioned Ashley as the trusted, expert voice in the holistic wellness space she had always been.
The seamless integration of the Instagram feed extended the brand presence beyond the website, creating a dynamic, educational touchpoint that motivated Ashley to grow her audience and consistently share holistic content with her community. Most importantly, The NESS Collective launched with a strong, scalable foundation — one that reflects the depth of Ashley's expertise and the heart of her mission to help others heal from within.
Brand Clarity: Complex service modalities distilled into approachable, consumer-friendly categories that drive discovery and bookings
Consultation-Driven Growth: Free consultation CTA model created a clear, low-barrier entry point for new clients
Cohesive Identity: Brand photography, color palette, and visual identity came together to create a sophisticated, grounded, and recognizable brand presence
Social Integration: Instagram feed integration extended brand reach and inspired consistent, educational content creation
Scalable Foundation: A complete brand and website system built to grow with Ashley's practice, service offerings, and audience
