Lucent Wellness Experiences: Branding Light, Connection, and Accessible Escape
CLIENT
Lucent Wellness Experiences
DATE
2022
INDUSTRY
Wellness / Hospitality
SCOPE
Naming, logo suite, print collateral, social headers and Squarespace website.
Project Overview
Lucent Wellness Experiences is a boutique yoga retreat company designed for busy professionals who can’t carve out ten days for a Bali escape—but still need to breathe, recharge, and reconnect. The company offers weekend retreats just outside urban hubs, combining nature, wellness, and accessibility.
Founder Jack came to me with a clear vibe in mind: something light, energetic, and connected—but not rustic, not hyper-feminine, and definitely not clichéd. My job was to take those abstract concepts and build a brand that brought them to life.
Objectives
Create a unique and relevant name that captures the brand’s ethos
Develop a visual identity that evokes warmth, nature, and grounded energy
Design print and digital assets for launch and promotion
Set up a simple, welcoming website using Squarespace
Lucent Wellness Experiences logo suite and color palette.
My Role & Deliverables
I handled both foundational and executional pieces of the brand, including:
Naming & Strategy: Created 5 naming options with moodboards, leading to the selection of “Lucent”
Logo Suite: A sun-inspired mark radiating light and energy, paired with a natural script + friendly serif wordmark
Visual Identity: Warm, nature-based palette inspired by sunrise and sunset, with supporting textures and photo treatments focused on illumination
Collateral: Business cards, digital headers, and merchandise design (e.g. T-shirts)
Website: Designed a Squarespace site with clear structure, light custom styling, and brand-consistent imagery
Guidelines: Delivered a brand guide for consistent application across new locations and assets
Design Approach
The sun served as the central metaphor—rising and setting, radiating warmth, and gently connecting people to nature and themselves. The logo references this with a geometric burst form, while the photography and textures reinforce lightness and organic flow.
The typography mix balances grounded elegance with approachability, and the palette bridges energy and calm.
Postcard leave-behind and business card.
Tools & Workflow
Design: Illustrator, Photoshop, InDesign
Platform: Squarespace (handled full structural setup, navigation, styling, and light custom code)
Collaboration: Remote check-ins with the founder and occasional in-person meeting, file handoff via Google Drive
Lucent Wellness Experiences launch website.
Results & Feedback
Immediate brand recognition: Retreat attendees praised the logo and colors for “perfectly capturing the experience”
Successful launch: Lucent hosted two fully booked retreats within months of brand launch
Scalable identity: Brand system was designed to adapt to new cities and offerings as Lucent grows
Branded tote
Branded graphic
Branded shirt
Why This Project Matters
This project is a great example of my ability to take abstract emotional goals and turn them into concrete brand visuals. It also shows how I can shape a brand from naming and moodboards all the way through to launch execution—even in a small, fast-moving startup environment.
Testimonial
“I am so happy with how you captured my voice. I thought you really pulled the brand story out of me in a helpful and productive way. You quickly dialed into exactly what I was hoping to express with this brand and have made it come to life so vibrantly.”
