my work
Thoughtful brands.
Intentional systems.
Experiences designed to feel cohesive from beginning to end.
SYSTEMS • CLIENT EXPERIENCE • BRAND DESIGN • OPERATIONS
I work with beauty and wellness businesses to create brands, systems, and client experiences that feel aligned both visually and operationally. From backend organisation to brand direction, every project is approached with clarity, intention, and long-term sustainability in mind.
more than aesthetics.
Beautiful branding matters but what truly shapes a business is how everything works together behind the scenes.
- The client journey.
- The operational flow.
- The systems supporting the team.
- The feeling people experience from first interaction to final follow-up.
My work focuses on creating businesses that not only look elevated, but feel considered at every touchpoint.
featured projects
tōhi skin · scalp · spa
before
Treatment protocols, staff training and consultation processes were running on tribal knowledge rather than documented structure, making it difficult to onboard new team members consistently, maintain treatment standards, or keep branding aligned across digital and printed touchpoints.
the work
Built treatment protocols and staff training manuals from the ground up, structured internal systems to support team consistency, and designed web and print collateral to bring the brand experience into alignment, closely aligned with what's now offered as the Systems Intensive and Four Walls Audit.
outcome highlights
- Documented treatment protocols and training manuals
- Structured staff systems and onboarding clarity
- Elevated client journey and aftercare experience
- Web and print design aligned with brand standards
"What I appreciate most is that her work is grounded in real industry experience. She understands therapists, she understands clients, and she understands the operational pressure that sits on a business owner's shoulders. Every SOP feels practical, not theoretical. Every protocol feels like it was built by someone who has actually been in the room." Natalie, Director — tōhi skin scalp spa
em nutrition
before
Complex clinical and nutrition education was difficult to translate into approachable digital content, creating inconsistency across platforms and a gap between the depth of the clinical work and how it was being communicated online.
the work
Brand voice development, content strategy and educational resource design, closely aligned with what's now offered as the Experience Design Intensive.
outcome highlights
- Educational content refinement
- Visual consistency across platforms
- Resource and ebook support
- Brand-aligned visual storytelling
tōhi headspa supplies
before
As the brand expanded into supplying equipment and products to other studios, the operational and digital infrastructure needed to support a product business hadn't yet been built, leaving gaps in customer-facing documentation, the online store, and partner communication.
the work
Built equipment instruction manuals and training modules, refined the brand's Shopify store from the ground up, updated product listings to align with brand standards, and designed print collateral and partnership communication channels to support wholesale and stockist relationships.
outcome highlights
- Equipment instruction manuals and training modules
- Shopify store build and product listing optimisation
- Print collateral aligned with brand standards
- Partnership and stockist communication channels
tools and platforms
The systems and platforms I work across, so whatever your business runs on, chances are we already speak the same language.
booking and operations
creative and marketing
Every project starts with understanding how your business actually functions. I take the time to understand not just how your brand looks, but how your business feels to run day-to-day.