Wellixa
Melbourne's Leading Naturopath and Wellness Clinic
Wellixa, located in Hawthorn East, engaged me to lead a full-scale brand refresh, spanning their website and broader brand presence across all platforms. The objective was to evolve the brand from a female-focused wellness offering into a more modern, unisex identity that could also resonate with performance-driven male audiences. This required a strategic balance between clinical credibility, lifestyle appeal, and commercial impact. The result was a refined, scalable brand system designed to support Wellixa’s growth into a leading functional medicine and performance wellness provider.
The design strategy centred on repositioning the brand from a traditionally feminine wellness aesthetic to a more balanced, performance-led identity that would resonate equally with health-conscious women and results-driven men. This informed the development of a new visual system, including a refined colour palette of deep navy, slate blue and muted teal tones to convey clinical authority, trust and longevity.
Beyond the website redesign, I ensured consistency across all brand touchpoints — including social media, digital campaigns and client-facing materials — creating a cohesive and recognisable brand experience. The UX and content strategy focused on clarity, structure and outcome-driven messaging, supporting stronger engagement and conversion across key user journeys.
As a result of the rebrand, Wellixa experienced a measurable uplift in performance, including increased website traffic by 35%, improved online conversion by 43% and higher foot traffic at their Hawthorn East office by 11%. Since the rebrand took place, Wellixa have also reported stronger client retention and increased average customer value by 7%, ultimately driving solid growth in sales revenue.
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