This project emerged during a transitional moment in my career, when I had stepped away from a previous role and was searching for a clearer direction. Feeling the need to reconnect with my own values and identity, I created Healing Club Studio, a concept that symbolized recovery, care, and emotional support.
CLIENT COMPANY
Personal Project
EXPERTISE
Brand Identity
Strategic Planning
Cost Evaluation
Supplier & Production Management
SEO
E-commerce & Digital Presence
SEGMENT
Branding Development, Brand Strategy, E-commerce, Supplier Relations
YEAR
2025
ROLE
Brand Designer
Strategy & E-commerce Development
Branding & E-commerce Case Study
IDEATION
Brand Concept / Visual Identity
Brand Strategy
E-commerce Planning
Supplier Research & Cost Evaluation
SOFTWARE & PLATFORMS
Adobe Illustrator
Adobe Photoshop
Etsy Store
Excel
PROJECT OVERVIEW
The project centered on building a brand that combined emotional resonance with strategic thinking. Healing Club Studio was developed as both a personal outlet and a professional exploration, where I worked on brand identity, cost planning, supplier research, and e-commerce setup. The goal was to design a studio that embodied empathy and authenticity, while testing my ability to transform a personal vision into a structured and market-ready brand.
CHALLENGE
The main challenge was to translate a deeply personal state of recovery into a tangible brand experience. I needed to balance emotional sensitivity with practical considerations such as budgeting, supplier management, and e-commerce implementation. This required not only design skills, but also strategic decision-making and resilience, ensuring the project reflected both an authentic emotional narrative and a viable professional direction.
STARTING PROCESS
Branding Development
The project began with the development of the brand identity, focusing on creating visuals that conveyed calmness and well-being. I defined a color palette aligned with this mood and designed graphic elements that reinforced the sense of care and recovery.
To ensure flexibility, I developed several logo variations, allowing the identity to adapt seamlessly across different formats, applications, and materials.
E-COMMERCE SETUP
Etsy Store
For the e-commerce setup, I began by exploring different platforms, mainly Etsy and Shopify, before deciding to focus solely on Etsy. To ensure a stronger presence, I researched SEO practices and studied how the Etsy algorithm works, adapting product descriptions and listings to maximize visibility and reach within the marketplace.
SUPPLIER CONNECTION
Print-on-demand partner Printify
To streamline production, I searched for a print-on-demand partner that could integrate directly with my Etsy store. This would allow each order to be automatically fulfilled without the need for in-house stock. At this stage, I explored both Printify and Printful, eventually choosing Printify for its flexibility and range of products.
I uploaded the first designs, ordered samples to test quality, and used them for product photography and store visuals. This process not only validated the production but also led to my very first international sale - two tote bags shipped to Canada.
PRODUCT EXPANSION
As the project evolved, I began planning new product lines, including candles, bucket hats, and caps, to expand the brand’s reach. At this stage, I also started considering small-scale in-house production as a way to reduce supplier margins and gain more control over costs, while still maintaining quality and alignment with the Healing Club Studio identity.
COST EVALUATION
Throughout the process, I carefully evaluated the production costs of each product, from materials and finishes to packaging and shipping. To maintain clarity and control, I created an Excel sheet that detailed the costs per item as well as the different shipping scenarios. This allowed me to monitor profitability, make informed decisions, and ensure the project remained financially sustainable.
IMPACT & NEXT STEPS
The first results of the project were very encouraging. I was positively surprised by the fabric quality delivered by my first supplier, and once I started optimizing product listings with SEO, I achieved my first sale, two items shipped abroad, which felt like an important milestone and validation of the concept.
Looking ahead, my next steps include expanding the product range to increase variety, which is also favored by the Etsy algorithm. I plan to gradually introduce small-scale in-house production, reducing supplier margins, improving profitability, and making prices more accessible to customers. Additionally, I will continue developing the project’s online presence through social media and Etsy Ads to strengthen visibility and growth.