Vitae Vi
A wellness brand that had grown beyond its website. We rebuilt it around how people actually book — and think.
Website design that fits the reality of the business.
Vitae Vi had expanded across multiple locations and services. The website, not so much. Accessibility was patchy, the booking flow lost people mid-decision, and the language felt like it was about the business — not about what someone booking a treatment actually needed.
We started with strategy: who lands where, and what do they need to do next? That became the spine of everything. New tone of voice, refined colour palette, and a rebuild around multiple journeys not one generic path. First-timer? Regular client? Booking for a specific location? Everyone lands somewhere that clicks.
- Strategy & positioning
- Tone of Voice
- Colour palette
- Copywriting
- Website design
- Booking system
Brand positioning — standing on their own.
Wim Hof-led identity
Vitae Vi was defined by association. The brand orbited around Wim Hof, with techniques leading the conversation. The business's own identity was buried.
Independent & Confident
Vitae Vi stands proudly on its own. The Vitae Vi Methodology captures everything they offer without being tied to any single technique. Dan and Karyn's expertise and warmth are the brand now.
Tone of voice — warm, grounded, human.
"Wim Hof Method instructor offering breathwork, cold exposure and wellness coaching in Hampshire and Sussex."
"Feel stronger, calmer and more resilient through breathwork, cold immersion and wellbeing coaching. Certified instructors creating safe, supportive spaces for real transformation."
"Breathwork Fortnightly Classes at The Pavilion in Chichester will be held every other Friday from 6:15PM to 7:15PM."
"Fortnightly Breathwork Classes at the Studio, surrounded by green, set among the trees and the living wall — every other Friday from 6:15PM to 7:15PM."
Customer journey — from drop-off to booking.
Land on site
Wim Hof branding, unclear identity
Understand the offer
Technique-led, not customer-led
Look for a class
No locations visible, must find calendar
Try to book
No guidance, no reassurance
Drop off
High exit rate, lost opportunity
Land on site
Clear Vitae Vi identity, warm first impression
Understand the offer
Customer-led navigation, clear paths
Find a class
Locations visible, venue + time + book button
Feel confident to book
Free class offer, FAQs, warm copy reduce hesitation
Book & beyond
Confirmation email, free guide, blog keep them engaged
Before & after — same passion, better experience.
- Accessibility fell short of standard
- Booking services was confusing
- User journey wasn't clear
- No longer strategically aligned
- Language wasn't focused on the customer
- Accessible by design
- Booking is simple, wherever you start
- A clear user journey, start to finish
- Strategically aligned with the business today
- Language written for the customer, not the business
- Multiple micro journeys mapped for different audiences
What they walked away with.
Strategy & positioning
A clear direction the whole brand could work from.
Tone of voice
Language that speaks to the customer, not about the business.
Colour palette
An adjusted palette that carries the brand forward.
Copywriting
Every page rewritten in the new tone of voice.
Website design
A clearer journey across every page.
New booking system
Every location and service easy to find and book.