Case Study:
The Point WithinA strategic Brand Renaissance for a specialized bodyworker
Carrie Coy is a massage therapist based in Lakewood, Colorado.
With over 20 years of experience in Craniosacral therapy, myofascial release, and intraoral TMJ massage, Carrie specializes in helping clients unwind tension at the root—guiding them into softness, stillness, and deep embodiment.
Her work is attuned, intuitive, and trauma-informed, designed for sensitive, self-aware clients who have tried everything but still hold tension they can’t seem to release.
The name leaned too spiritual and vague, failing to communicate the structure, skill, and depth of her integrative approach. Her Wix website felt outdated, unclear, and lacked the emotional resonance and trust-building language needed to attract the right clients or support professional referrals.
She didn’t want to switch platforms or build an entirely new site—but she was ready for a complete rebrand rooted in who she had become as a practitioner.
Carrie’s previous practice, Soul Matrix Bodywork, no longer felt aligned.
Original brand and website
This project was a foundational rebrand focused on refining Carrie’s voice, vision, and identity—without a new website build.
A phrase that evokes stillness, subtle transformation, and inward healing. It reflects the way Carrie works: not chasing symptoms, but gently guiding clients to the root of what’s been held.
We renamed the practice to The Point Within.
New Name
Messaging was rewritten to feel safe, wise, and emotionally attuned—mirroring the client experience itself.
Her new positioning speaks directly to sensitive, self-aware clients (like therapists, body-based practitioners, and those navigating chronic TMJ or stress-related pain) and emphasizes her unique ability to integrate somatic and structural care.
We crafted a poetic yet grounded voice that reflects Carrie’s intuitive presence and clinical depth.
Brand Messaging & Voice
✓ A calming, refined color palette of sage, rose ebony, and bone
✓ Classic typography with soft elegance (Canela and Inter)
✓ Logo design to symbolize unwinding and growth
✓ Photography direction and brand-aligned headshot guidance
✓ A style board to guide consistent brand visuals
We created a rich, earthy visual identity anchored in softness and embodiment.
Visual Identity
Rather than redesigning the site, we delivered:
✓ A full copy deck written in her new voice
✓ A custom website wireframe with strategic page flow
✓ Content for a “For Professionals” page to support referrals
✓ FAQ, CTAs, and brand storytelling designed for nervous system safety
✓ Guidance for implementing everything within her existing Wix site
Carrie wished to refresh her website herself with guidance.
Website Copy & Structure
Reclaim what's yours.
Carrie walked away with a name, identity, and message that finally matched the depth of her work.
- A soulful yet structured brand that reflects her expertise
- Copy and visuals that build trust, resonance, and emotional safety
- A clear, strategic framework to refresh her Wix site with confidence
- A professional identity that supports clinical referrals and deeper client alignment
The process felt deeply aligned. I really resonated with the language and visual direction. The strategy offered clear, thoughtful solutions that made sense for both me and my practice.
Carrie Coy
