For a company like Soothe, who had already established themselves with a large number of users, it was important to polish and enhance their current look without being too distracting to the current user base. I wanted a user to notice an improvement in style and usability but I didn’t want it to feel like Soothe was a completely new company. I chose to remove some pieces and colors that weren’t working, and keep some of the best parts that were. I added some style and unified all user-facing pieces so their branding was more cohesive and effective.
The branding for Soothe previously was dark and night-clubesque, I really felt they needed to get back to the basics and back to nature to really solidify their look. I chose only 3 colors to help establish them against competition, and kept the parts that were working, such as the logo.
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The logo was kept simple and clear. Calm, soothing hands create a heart in the negative space furthering the feeling of care and expertise through massage therapist’s hands.
One major focus for Soothe was their presence in social media. I wanted to have a few photoshoots that really helped create some “thumb-stoppers” for their posts, and one idea was to illustrate this idea of massage anywhere – even in the middle of the desert.
The heart and soul of Soothe is obviously the mobile app so that got the most attention. A complete audit was completed and I simplified each flow as much as possible. User flows, wireframes, prototypes, and many designs were created and run by users to come up with a new look that didn’t make a user feel like they were involved with a new company but only a more refined one. The UI was built off our new branding colors and everything was made more modern and clean.
The focus of their website was to make sure someone visiting booked an appointment. In their case I wanted to make sure the branding came through and looked just like the app, and the calls to action were obvious and in effective locations on the page. I reduced the content and simplified the structure and content to put focus on the conversion.
I really loved working on Soothe and establishing something from very little. There was a lot to think about with this project since it included users, therapists, and the company itself. It’s much bigger than just the app so the challenges were rewarding and enlightening. It was great to be able to make an entire company’s branding come together and serve a common theme and watch users enjoy the product even more.
