Cassie was one more go from giving up.
She’d been running Integrated Naturopathy for years. Hormones, gut health, fertility, a podcast, a cookbook, the kind of clinical depth people drive across the city for. And it wasn’t working the way it should have been. She’d decided to give it one last shot before closing it and going back to a 9-to-5 research role.
The brand was dated, half-finished, scattered across platforms. But the more we looked, the clearer it got that the brand was only the part you could see. Underneath it she was paying for a stack of systems that didn’t talk to each other, some of them quietly costing her money without doing much at all. The whole thing had been built on products and advice that suited someone else’s business, not hers. None of it matched how she actually worked.
So we started by talking, not designing. Questions that went sideways at who she is, who she’s for and what she wants this to be.
What came out of those conversations was the thing the brand had been missing. People weren’t booking Integrated Naturopathy. They were booking Cassie. Her depth, the way she listens and decodes things, the advocacy for women’s bodies. That’s what they were paying for, and the clinic name was sitting in front of it.
So I suggested putting her name first and letting Integrated Naturopathy become part of the brand rather than the whole of it.
She wasn’t sure, which was fair. She’d built that name for years and it meant something to her. Rather than talk her into it, I built it out so she could see it properly, and once it was in front of her it clicked. Then she took it further than I had: use IN (Integrated Naturopathy) as a device so it reads IN with Cassie, and the clinic stays woven through everything instead of disappearing.
That’s the brand. Everything after it came from there.
A warm, grounded identity that’s premium without being clinical. A custom Squarespace site written in her voice, with the standard template pieces coded by hand where they fell short. Her practice areas colour-coded so what she treats is easy to scan. Small signature moments throughout, down to a warm “you’re in” when someone joins the children’s book waitlist.
Then the part that doesn’t show. Her booking, waitlists and sign-up databases built directly into the site rather than living in separate tools. Canva, Word and PowerPoint templates so every client-facing document starts on-brand without her thinking about it. A full review of her tool stack that cut the platforms she was paying for and the admin that existed purely for its own sake. The brand carried into her social handles, her Google Business profile and her expo collateral.
She left with a brand she owns and a business with fewer moving parts.
Six months on
Her Instagram has grown 45%, from 1,714 to 2,489 followers, entirely organic. The new site has had 876 unique visitors since launching in May.
The number that matters most is quieter than the rest. 77.2% of her traffic comes direct, meaning people are typing her name into a browser rather than finding her through search. That’s the whole point of putting Cassie’s name first, and it’s happening faster than either of us expected.
People are also reading rather than skimming. The offerings page holds visitors for over two minutes, which for a services page is a long time. And the IN with Cassie podcast page is already pulling traffic of its own, so the device she came up with is doing exactly what she wanted it to.
