Primal Wellness

The Challenge

Primal Wellness, known initially as Model Beauty HK, was undergoing a significant business transformation, shifting from a nutrition and cosmetics business to a modern natural therapy provider. The client needed a complete brand refresh and a new online presence to reflect this change and differentiate themselves from their previous identity.

The key challenge was building trust with potential customers. Primal Wellness's unique approach to naturopathy isn't widely known, and the client was overwhelmed by a constant influx of basic questions. They needed a website that could act as a transparent and professional information hub without overwhelming visitors. To streamline their operations, they also required a system to manage client records more efficiently.

My Role & Process

I worked closely with the client to create a unified brand image that blends modernity with natural wellness, setting them apart from the traditional "calm, clean, green" aesthetic of other naturopathy brands in Hong Kong. My goal was to design an experience that guides visitors on a journey from curiosity to confidence.

My process began with a competitive analysis and gathering inspiration. The client is a partner with Oneness Naturopathy and wanted a brand that was similar but distinct. I also studied other naturopathy brands in Hong Kong to see how they organised information. My observations were:

• Individual concepts are concentrated on their own page.

• Content uses small titles for quick understanding.

• A blog-style layout is practical for explaining detailed concepts.

A critical part of the challenge was helping customers with zero understanding of naturopathy grasp the core concepts of Primal Wellness's methods. I knew the website's structure needed to guide them logically through a journey—from basic naturopathy principles to their unique diagnostic methods.

Constraints

A significant limitation was the client's decision to proceed with a one-page Framer plan. This meant I couldn't create multiple pages for each concept, as seen in my competitive analysis—all the lengthy information needed to be contained on a single, scrollable page.

The Solution

To overcome the constraints and meet the client's needs, I designed a comprehensive, long-form landing page. The page is structured to address the most common questions and build a foundation of trust without overwhelming the user. It includes:

• A "Philosophy" section that explains the "why" behind their unique approach.

• Detailed sections on their process, pricing, and proven results from previous clients.

• A prominently placed FAQ section to provide transparency and answer key questions upfront, reducing the client's manual workload.

The final solution not only improved the client's online presence but also automated their workflow. To address their need for client management, I also built a custom SynapseCRM that allows them to manage client records and schedules efficiently.

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