Soul Song Activation
Campaign identity for a Sedona-based transformational group experience.
“As far as the workshop, could not have gone any better. 8 spaces were filled by 5 women and 3 men. I felt amazing about how the whole thing went from beginning to end.”
Translate a spiritual group experience into a launch campaign that feels grounded, powerful and unmistakably premium, without slipping into wellness cliché.
Editorial serif typography over sun-bleached desert imagery, anchored by a warm terracotta palette. The system feels like a magazine cover for a movement.
What we set out to do.
- 01
Launch a Sedona group experience with a premium, grounded identity
- 02
Avoid wellness cliché while staying warm and inviting
- 03
Give one poster enough range to carry the whole campaign
- 04
Make the offer, date and place readable at a glance
How it came together.
- 01Discovery
Clarified the promise of the experience and who it speaks to, then set the tone: grounded, powerful, unmistakably premium.
- 02Art direction
Paired editorial serif typography with sun-bleached desert imagery and a terracotta, cream and obsidian palette.
- 03Design & build
Designed the hero poster first, then extended the system into an IG grid, email header and ticketing collateral.
- 04Launch
Delivered print and social crops with subtle grain treatments and clear hierarchy for date, place and call to action.
Deliverables built to scale.
Wordmark and monogram lockups tuned for print and social
Fraunces display, Space Grotesk supporting scale
Terracotta, cream, sandstone, deep obsidian
Minimal linework marks for chapters and rituals
Curated photography direction + subtle grain treatments
Poster series, IG grid, email header, ticketing collateral
Sold out of the first Sedona cohort in under two weeks, with the poster reshared across 40+ practitioner accounts.
First Sedona cohort filled in under two weeks
Practitioner accounts resharing the poster
Poster, social, email and ticketing aligned
What clients say
when they see themselves.
In their words, what it feels like when a brand is uncovered, not manufactured.
“As far as the workshop, could not have gone any better. 8 spaces were filled by 5 women and 3 men. I felt amazing about how the whole thing went from beginning to end.”
“She translated twenty years of stage presence into a site that finally feels like me. Bookings come in from people who have never seen me perform live.”
“My friends who have seen my website have given me the feedback that it's so me. It truly captures who I am.”
