In Your Body is a new embodied yoga and massage practice in Cheltenham, Gloucester and online. I took it from a blank page to a fully working business – proposition, brand, website, photography, social channels and email marketing – on a shoestring budget.
- ClientIn Your Body
- SectorHealth and wellbeing
- DeliverablesProposition, brand, website, social, email
- BudgetShoestring
The challenge
A brand-new business with no name, no audience and very little money. It needed to explain a fairly specialist offer – Scaravelli-inspired yoga and myofascial massage – in a way that felt clear and welcoming, look credible from day one, and be easy for the right people to find.
What I did
1. Proposition and messaging
- Brought clarity to the offer and the direction of the business: who it’s for, what it does and why it’s different
- Developed the core proposition – embodied yoga and massage for greater connection and vitality – and three supporting pillars: science-led, embodied and intentional
2. Brand identity
- Created a calm, distinctive identity built around a mandala mark, a deep-teal palette and a simple type system
- Pulled it together in concise brand guidelines, so everything stays consistent as the business grows
3. Website and content strategy
- Built the website from scratch and wrote all of the copy, from the homepage to yoga, massage, blog and contact pages
- Structured and wrote it for both search engines and AI search, with clear page hierarchy, descriptive headings, keyword-led copy and metadata
- Developed a content strategy centred on blogs optimised for search engines and AI search – targeting priority keywords and reinforcing the core messaging, so the business is found by the people looking for what it offers
4. Photography
- Sourced photographers and art-directed three shoots, from atmospheric cathedral cloisters and a former prison to real classes in action
- Created a library of striking, authentic images for the website, social media and email
5. Social media, email and templates
- Set up YouTube, Instagram, Facebook, Linktree and Meta Business Suite
- Set up Mailchimp with a sign-up journey and branded email templates
- Designed Canva templates and connected Canva to Mailchimp and Meta, so new content can be created and published quickly and consistently
- Led skills development activities to build confidence in creating and sharing content in-house
The result
A clear offer and a credible, distinctive brand from launch – with a website, content library and low-cost marketing toolkit that let a small new business show up professionally and consistently across every channel.
