Women in an active season of life
Professionals, founders, caregivers and creatives managing stress, pain, energy, sleep, digestion or a transition in their health.
Working brand direction · Version 0.1
Rooted care
for real life.
A modern Austin identity for Marcie Howell’s acupuncture, herbal medicine, shiatsu, private yoga, nutrition and coaching practice.
Howell HealingAustin, TexasL.Ac. · M.S.O.M. · ABT
Visual anchorWarmth, confidence and real Austin color
01
The opportunity
Marcie already has what most wellness brands try to manufacture: range, warmth and a recognizable presence.
The new identity should make her broad practice easier to understand. Acupuncture leads. The other services show how personally she can shape care around the person in front of her.
Who the brand is for
Capable women carrying a lot.
The emotional center is not “wellness as a hobby.” It is the woman who has responsibilities, has tried to make sense of how she feels, and wants a thoughtful practitioner who sees the whole picture.
People seeking integrated support
Clients who value traditional medicine, bodywork, movement and daily-life guidance in one relationship.
New and returning patients
The visual language can feel feminine without suggesting that Marcie only treats women, if that matches her intent.
Austin + category research
What the strongest practices get right.
The competitive pattern is clear: clinical trust gets the visitor comfortable; a distinct practitioner and an easy booking path get her to act.
Lead with a felt need
Stress, sleep, pain, energy, digestion and women’s health are easier entry points than a list of modalities.
Put the practitioner forward
Solo practices feel strongest when the founder’s face, experience and point of view appear early.
Make the first step obvious
Online booking is expected. A free phone consultation catches people who want reassurance before choosing a service.
Prove care locally
Credentials, reviews, referral relationships and clear visit logistics carry more weight than sweeping wellness promises.
Austin
Goodbody Wellness
The strongest local example of a woman-centered brand. It makes Chinese medicine feel friendly, current and connected to real life stages.
Austin
Coyote Herbs & Acupuncture
A confident practitioner voice, real Austin warmth and an immediate path to booking. The place and the person both feel tangible.
Austin
Sage Acupuncture
The clearest trust system: professional credentials, physician referrals, awards and condition-specific education all reinforce one another.
New York
WTHN
A useful national benchmark for making traditional medicine legible to a modern wellness audience without losing the treatment itself.
Offer architecture
One practice.
Five ways to help.
The public site should organize care around what a person needs. Service pages can then explain the method, what a visit is like and when a consultation is useful.
Acupuncture
The clinical center of the practice and the clearest entry point for new patients.
Herbal medicine
Personalized support that extends care beyond the treatment room, with clear safety and coordination language.
Shiatsu bodywork
Hands-on care for people who are drawn to pressure, touch and a needle-free or complementary experience.
Private yoga
Individual movement instruction shaped around the person, rather than a general class format.
Nutrition + coaching
Practical daily-life support, presented within Marcie’s verified training and professional scope.
Visual world
Warm, intelligent and unmistakably Austin.
Keep the saturated berry note from Marcie’s original mark and current portrait. Add limestone, cedar, clay and a deep night tone. The result should feel alive, not hushed or beige.
Night bloom#2B1825
Cedar rose#9B3F58
Sunlit clay#D87556
Juniper#49675C
Limestone#F4EFE6
Austin ink#1D2526
Display voice
Austin, in full color.Editorial serif · warm, expressive, grown-upEveryday voice
Clear answers. Easy next steps.Open sans serif · practical, modern, highly readableWordmark direction
Howellhealing arts
A living point and an open ring replace the literal butterfly. The old mark remains part of the story, while the new identity can feel more assured and less like a general spa.
HOWELL HEALINGACUPUNCTURE + HOLISTIC CARE · AUSTIN
Photography direction
Use the city and the work.
The first new shoot should give us Marcie in natural light, treatment-room details, hands at work, herbs and movement, plus one or two textured Austin exteriors. Skip generic candles, stacked stones and anonymous spa robes.
- Confident eye contact and unforced movement
- Berry, denim, clay and cream wardrobe notes
- Real rooms, clean tools and tactile details
- Landscape, portrait and close crops for responsive pages
Current images give us the color and warmth. A new brand shoot will give the final site its setting, treatment detail and consistency.
Verbal identity
Speak like a trusted practitioner.
Calm and clear. Curious about the person. Specific about the next step. No miracle language, vague mysticism or pressure to reject conventional care.
“You don’t need to know which service to choose before you reach out.”
“Tell us what you’d like help with. Marcie can recommend a sensible first visit.”
“Your care may include acupuncture, herbs, bodywork or practical changes between visits.”
“Reclaim perfect health” and any promise to cure, guarantee or diagnose through marketing.
Website experience
Let every visitor choose her level of readiness.
Ready nowStill deciding
I know what I need
Go straight to service selection and the booking calendar.
I need help choosing
Book a short phone consultation or ask the voice concierge.
I want to understand first
Read what a first visit is like, how Marcie works and answers to common questions.
Voice concierge · working concept
A gentle front door, available after hours.
“Tell me what you’d like support with. I can explain Marcie’s services, answer basic visit questions, or help you find a time to talk.”
What it can do
- Explain services and first-visit logistics
- Offer booking and free-consult times
- Capture contact consent and preferred follow-up
- Hand off to Marcie with a clear summary
What it cannot do
Diagnose, prescribe, make treatment promises or handle emergencies. Sensitive health details stay out of a general marketing CRM.
Lead management
Every inquiry gets an owner and a next step.
The Trident pattern adapts well here: capture intent once, route it cleanly, follow up on the person’s preferred channel and keep the clinical record separate.
01New inquirySource + consent captured
02Consult offeredAppointment link sent
03BookedVisit preparation begins
04Follow-up dueHuman task has an owner
05NurtureUseful, permission-based care
Marketing recordName, contact, source, service interest, consent, booking statusClinical recordIntake, symptoms, treatment notes, health history and practitioner documentation
Future public site
A small site with a strong job for every page.
Condition-led education comes after Marcie confirms her strongest specialties and the claims we can responsibly support.
- 01Home
Recognize the visitor, show Marcie, establish trust and offer both next steps.
- 02How Marcie helps
Organize around common needs rather than forcing visitors to decode modalities.
- 03Services
Explain acupuncture, herbs, shiatsu, private yoga, nutrition and coaching.
- 04Meet Marcie
Training, philosophy, credentials, Austin story and approach to coordinated care.
- 05Your first visit
What to expect, what to wear, timing, pricing, policies, forms and accessibility.
- 06Book or consult
Direct calendar, free phone consultation, phone and voice-concierge support.
Marcie review
Nine answers unlock the public site.
This first edition shows a point of view. Marcie’s answers will turn it into her brand.
- 01
Should the public name stay Howell Healing, become Marcie Howell Acupuncture, or use a new practice name?
- 02
Which three concerns bring the best-fit clients to Marcie today?
- 03
Does Marcie want women’s health to be explicit, or should the site feel woman-centered while welcoming everyone?
- 04
Which credentials, licenses and certifications should appear publicly, and how should each be written?
- 05
Where does Marcie see clients, and which services can happen in a client’s home or online?
- 06
What are the current prices, visit lengths, packages, insurance and HSA/FSA policies?
- 07
Which booking platform should the website use?
- 08
May we publish client testimonials, and do we have permission for every quote and image?
- 09
What should Marcie’s voice guide be called, and how warm, playful or clinical should it sound?