Brand · Web Design · Content Strategy
Sea Change Acupuncture
(brief)
Building the digital presence for a new acupuncture and East Asian medicine practice.
Case study
Meet Sea Change
Sea Change Acupuncture is a wellness practice offering acupuncture, herbal medicine, and body work rooted in traditional East Asian medicine.
When we started, the practice was preparing to open—but its website was still only a placeholder.
The Starting Point
The original site had an ocean image, a short introduction, and a single link.
It did not clearly explain the services, introduce the practice, or help visitors understand what to do next.
The goal was simple: turn a placeholder into a website people could understand, trust, and use.
Finding the Visual Direction
We explored moodboards, typography, color, and visual references with the client.
The wave-based direction stood out, balancing the calm character of the practice with a more distinctive visual identity.
Turning the Brand Into a Website
I took primary responsibility for translating the agreed direction into the final website.
01 — Understand
Make the practice immediately clear.
The homepage introduces what Sea Change is and the kind of care it provides.
02 — Explore
Make the services easy to understand.
Clear service information helps visitors understand acupuncture, herbal medicine, and body work before making a decision.
03 — Trust
Give people reasons to feel confident.
Testimonials and practical information add context around the practice and reduce uncertainty before booking.
04 — Book
Make the next step obvious.
Clear calls-to-action connect the website directly to the appointment process.
Beyond the Website
We also refined SEO titles and descriptions and made practical information such as location more visible.
The goal was to make Sea Change easier to find, understand, and visit.
The Result
The original placeholder became a complete digital presence for the practice.
Limited information → unclear offering → single external link
Clear identity → services → trust → booking
My Role
I participated in the early brand exploration and client communication, then led the website design and build.
My work focused on turning the agreed brand direction into a clear, usable website—from structure and content to the final implementation and SEO.
Client Communication · Brand Development · Web Design · Content Structure · SEO
Reflection
This project taught me that a website often has to introduce the business before it can promote it.
The question that guided the process was simple:
What does someone who knows nothing about this practice need to understand next?
