“Since revealing my new brand, I have noticed an increase in new patient appointments. I also realized I was undercharging in one of my services and had the confidence to raise my prices!”
The Story
Dr. Brea spent years mastering her craft in chiropractic care before opening her practice in 2021. Shortly after she received postgraduate training in functional medicine, it was time for Chipota Wellness Center to grow into a new location as well as a new brand identity.
With this exciting transition, Brea hoped to empower even more patients with resources to take charge of their own well-being. No more working around or pushing through suffering, no more masking symptoms in a “pill for every ill” medical model.
Brea was determined to meet patients (ideally women in their 30-50s) on a deeply human level to track down the root of their discomfort. Together, they could rebuild elasticity for life and a tailored plan for wellness moving forward.
To serve her people in the way she always imagined, she would need an updated brand and website to communicate these values.
The Challenge
“I was feeling “blah” about my brand.”
Since launching her practice in 2021, Brea had a brand that got the job done but didn’t have any deeper personal connection. She didn’t feel it enhanced her messaging/image in the way she wanted.
We set out to communicate three feelings in her refresh:
- Casual
- Connection
- Belonging
The target market is made up of patients with flexible incomes wanting to invest in their own health after putting it off or putting others’ needs ahead of their own. These are caring, driven, always-on-the-go women who juggle a lot of stress.
With all of that in mind, our challenge was to create an inviting website that would bring these women to a peaceful pause. Offer them an invitation to slow down and consider their needs from an empathetic place.
The brand and website would need to reflect the human-level of care provided in both chiropractic and functional med services. It would need to create a sense of belonging and reassurance for patients who may come to the space feeling hopeless, overwhelmed, and maybe even a little skeptical after chasing previous treatment. We also wanted the site to mirror the casual, connective essence of the new office space.
Brea’s long-term goal is to expand her staff and available patient slots and eventually offer full wellness center services. This brand and website project would need to open the doors (literally) for sustainable business growth.
The Transformation
Chipota Wellness Center’s re-brand features earthen tones of brown, cream, and stone blue to communicate casual calmness. The palette soothes the senses, which is essential for a niche that can be frustrating, tiresome, and even anxiety-inducing for the audience.
With first impressions being even more potent in this niche, we placed extra care on the “above the fold” (aka what you see before you scroll) website design. Website visitors are greeted on the home page by a modern, spacious layout, full-screen background imagery, and Brea’s smiling face to create an instant connection.
Chiropractic and functional medicine experience details are broken up in bite-size visual chunks to help potential clients absorb information at a comfortable pace. Throughout the site, the truly human elements of the copy are highlighted by color blocks and intentional white space. These elements break away from any talk of treatment and create a sense of belonging.
A few of our favorite examples include:
- Contact page: Where to park? And Local experiences
- Resources page: Recommended books and favorite plant
- About: The personal story behind the name “Chipota.”
Since launching, Brea has seen an increase in new patient appointments and was even able to confidently raise her prices!
“My new brand and website has impacted the way I do business…everything feels fully in alignment with the work that I do that I am so passionate about.”
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