A healing sanctuary where Brooklyn finds relief, support, and holistic care
Overview
Red Moon Wellness is a holistic health center in Brooklyn, NY offering massage therapy, acupuncture, herbal medicine, and childbirth services. I led the complete visual rebrand and digital strategy and consolidated the web experience from four separate websites into a single, unified website that reflects the warmth, expertise, and inclusivity at the heart of the practice.
Unlike typical massage clinics, Red Moon specializes in high-level prenatal care. All massage therapists are certified in prenatal massage, elevating the standard of care to a holistic wellness focus that serves clients throughout the entire childbearing journey. This specialization directly connects to the importance of inclusive patient experience: serving pregnant and postpartum clients of all genders requires language and care that goes beyond industry norms.
The Opportunity
Founded by massage therapist, clinical herbalist, and childbirth expert Lena DeGloma, Red Moon Wellness had built an exceptional reputation over a decade as a trusted referral destination for NYC’s top doctors, midwives, and physical therapists. It was time to create a brand and digital presence that matched the quality and sophistication of the practice.
The original website was an interlinked collection of 4 websites on subdomains that were not mobile friendly or accessible by design. The visual brand had not kept pace with the evolution of the space or the depth of the offering. The opportunity was significant: unify the experience, elevate the brand, and build a digital presence capable of driving business growth.
Team
My Role:
Project Team Lead
Leading Digital Experience Strategy
Visual Brand Design
UX/UI Design
Front-End Web Development
Collaborators:
Red Moon Wellness Clinical Director
Photographer
Copywriter
Office Manager
Project Scope
- Complete visual brand identity
- Digital experience strategy and information architecture
- Content strategy for four distinct service modalities
- Practitioner access strategy
- Inclusive medical language standards
- Contextual integration of blog content and client testimonials throughout site
- Third-party booking platform integration
- Accessible design and multi-device responsiveness implementation
- Subdomain consolidation to single domain with SEO migration
- WordPress design and development
Project Outcomes
- Increased bookings and conversions
- Practitioner collective showcased with individual visibility, creating multiple discovery paths and organic search entry points
- Increased web traffic following launch
- Visual brand aligned with the sophistication and warmth of the physical space
- Unified digital experience replacing four fragmented subdomain sites
- Inclusive language standards adopted across all content
- SEO equity preserved and improved through strategic consolidation
“I cannot recommend Beau highly enough! … Their ability to capture the aesthetic I was going for and bring the whole project to life was incredible. They are extremely organized and streamlined in their approach to managing a mountain of information and priorities when it comes to an organization with many moving parts—they helped me maintain my vision and refine my priorities throughout the process. … Beautiful results, and increased web traffic and conversions to boot!“
— Lena DeGloma, Founder & Clinical Director, Red Moon Wellness
Visual Brand Strategy: Warmth Meets Clinical Expertise
The Red Moon Wellness identity is built on a foundation of “Warm Professionalism.” The brand aims to communicate deep clinical knowledge without losing the soul of holistic healing. The design aspires to make the client feel seen, safe, and restored before they even step through the door.
The visual strategy focuses on four key pillars:
- Earthy & Grounded Palette: A mix of terracotta, navy, and light blues that replaces clinical sterility with organic warmth.
- Dual-Font Strategy: High-contrast serif headings provide an editorial, boutique wellness feel, while clean sans-serif body copy ensures modern accessibility.
- Organic Custom Illustration: Hand-drawn line art and fluid motifs soften medical concepts, making specialized care feel approachable, restorative and natural.
- Spatial Fluidity: The use of wave-like section breaks and generous negative space mimics a natural rhythm. This visual “flow” reflects the experience of a massage or the cycles of the moon with continuous transitions. The open space in the design prevents the user from feeling overwhelmed, creating an experience that feels open and calming.
Digital Strategy Guiding Principles
Grow New Massage Bookings
Massage is the primary revenue driver and most accessible entry point for new clients. The website needed to prioritize massage booking above all else, while showcasing Red Moon’s unique prenatal specialization—all massage therapists certified in prenatal massage—that elevates the quality beyond typical massage clinics.
Reflect Inclusivity Through Language and Design
Red Moon Wellness explicitly serves all genders, all body types, and all ages. The content strategy required adopting inclusive medical language throughout—an intentional standard that differentiates Red Moon from most wellness practices.
Launch New Acupuncture Service & Serve Three Modalities
The new website launched acupuncture as a new service offering alongside established massage and childbirth services. Each modality attracts different audiences through different channels and requires distinct content strategies.
Unify Four Fragmented Websites
Four separate domains created a confusing experience for clients and diluted SEO value. Consolidating to a single domain required careful migration strategy to preserve years of accumulated search equity.
Multi-Audience Content Strategy
Red Moon serves three distinct client audiences, each entering through different channels and seeking different services.
Massage
Find via search, live nearby, or word of mouth. Specialization in prenatal care attracts clients seeking holistic wellness expertise beyond standard massage therapy.
Childbirth
Find Red Moon through search, referrals, or as existing massage clients; seeking education, support, and preparation throughout the childbearing journey.
Acupuncture
Newly launched service; clients discovering acupuncture offerings through search or as existing clients exploring additional modalities.
Modality Specific Landing Pages
Dedicated landing pages for each service area (massage types, childbirth consulting, herbalism and acupuncture) that spoke directly to the specific needs of that audience.
This modality-specific approach allows each service area to have its own voice and conversion strategy while maintaining the cohesive brand experience.
Inclusive Medical Language: Design for the Margins, Serve the Center Approach
Red Moon’s specialization in prenatal care made inclusive language particularly critical. Prenatal and childbirth services are overwhelmingly presented with gendered assumptions that exclude trans, non-binary, and other gender-diverse clients who give birth.
Inclusive language became a core project goal:
- Gender-neutral default language across all service descriptions
- Specific inclusive framing for prenatal massage and childbirth education that honors the reality that not all pregnant people are women
- Language that reflects Red Moon’s explicit commitment: “massage therapy, acupuncture, herbal medicine and bodywork for ALL. All genders, all body types, and all ages”
Queer-friendly Design Means Everyone Feels Welcome
As a practice specializing in prenatal and childbirth care with holistic wellness expertise, Red Moon attracts clients who have experienced exclusion or discomfort in traditional medical settings. Inclusive language signals safety for LGBTQ+ clients, trans clients, non-binary clients and everyone else. Members of these communities welcome by design.
Practitioner Discovery & Selection
Red Moon operates as a collective of specialized practitioners. Clients needed to feel confident choosing the right practitioner for their needs. We designed for relationship-based matching, helping new clients find practitioners they felt most connected to.
Clients Build Relationships with Practitioners
Practitioners aren’t just service providers—they’re the relationship clients are choosing. By helping clients feel connected to a specific person before booking, we reduced hesitation and increased confidence in making an appointment.
