Rebuilding an on-demand massage brand from the logo out to the app

Soothe's on-demand massage business had scaled past its brand — new markets, new services, still running on a dated identity. I led the full rebrand: new logo, the client app's onboarding and booking flow, and every remaining customer- and therapist-facing touchpoint — photography, email, business cards, uniforms, and 2 national TV spots.

Same-day, in-home massage on demand was already working. The brand hadn't caught up — flat and inconsistent across app, web, and print. The fix needed to raise the design bar without adding friction to a booking flow built for speed.

Creative Director, leading a 3-person design team — UX Designer Michelle Matthews, UI Designer Celina Frelinghuysen, and Jr. Visual Designer Jaime Daigle — across identity, app, and brand expression.

The new mark had to work at any size, instantly: an S built from the lumbar curve and a yin-yang curve, signaling calm without over-explaining it.

Color and type followed the same logic — a dawn-to-dusk palette flexible enough to cover every sub-brand, paired with type that reads as calm rather than clinical.

That identity carried straight into the app — the one touchpoint standing between a customer and a booked massage, and the one that had to convert.

From there it extended across every remaining touchpoint, including email, business cards, and the photography direction for the therapist-facing brand.

I also directed and produced the brand's marketing photography end to end, with photo producer/stylists Stefano Anania, Cecilia Latiolais, and Jaime Daigle.

The brand also ran on TV — 2 national spots built around Soothe's core promise: relaxation, on demand, wherever you are.