Brand Strategy & Messaging
Visual Identity & Design Systems
UX/UI & Responsive Web Design
Transforming wellness into a holistic, lifestyle-driven brand experience.
Rooted in balance and beauty, the project unified brand strategy, visual identity, and UX/UI website design into a cohesive system that reflects calm, connection, and renewal — resulting in a complete brand strategy deck, identity system, responsive web design, and seasonal marketing applications.
Quick Overview (TL;DR)
A complete brand transformation for a wellness day spa in Succasunna, NJ. I led strategy, identity, and UX/UI design to evolve Looma Spa from a traditional service business into a holistic lifestyle brand. The project delivered a refined brand system, seasonal campaigns, and a responsive website that embodies calm, confidence, and connection.
The Challenge
Looma Spa’s previous identity lacked cohesion and emotional depth. While beloved locally, its messaging and visual presentation didn’t reflect the brand’s philosophy of holistic beauty or its growing audience of wellness-minded clients. The opportunity was to reposition Looma Spa as a nature-driven, lifestyle-inspired destination that communicates balance and belonging — both online and in-spa.
The Approach
The rebrand began with strategy — defining the brand’s core purpose, audience, and experience pillars: Restore · Reconnect · Reimagine. From there, a complete identity system took shape: a refined serif + sans-serif type pairing, an earthy, accessible color palette, and a visual language grounded in calm textures and natural light. This foundation extended into UX/UI design for the new website, a digital style guide, seasonal marketing campaigns, and spa collateral including gift cards, signage, and email automations.
The result was a cohesive, scalable brand ecosystem that bridges wellness, design, and experience. Looma Spa emerged as a modern yet grounded lifestyle brand — one that speaks to mindfulness, beauty, and community. The new system strengthened trust, increased online bookings, and positioned the spa for future growth through seasonal offerings, memberships, and digital engagement.