OVERVIEW
Designing for a diverse clientele
Health Harmony is a boutique spa practice built on both good technique and genuine warmth. After years of experience, the founder was ready to launch her own practice, serving a multi-generational local clientele spanning English and Korean-speaking communities.
RAN BY AN OWNER WITH
15+Yrs of Exp
CLIENT BASE FROM
~20 to ~ 70 yrs
During my time with Harmony Spa, I worked on:
Establishing the brand identity & created assets
Conducted expert & stakeholder interviews
Low-fi to Hi-fi wireframes for a web experience
PROBLEM SPACE
How might we build a brand identity and web presence for Health Harmony so that first-time clients of all ages and backgrounds feel welcomed and confident choosing Giang?
Giang is a massage therapist with over 15 years of experience, having built her expertise under major wellness spas before launching her own independent practice. Starting from scratch means establishing trust quickly — communicating both the breadth of her services and the warm, personal feel of her practice, without defaulting to the sterile, high-end aesthetic common in the wellness space.
A brand system inspired by Hanoi cement tiles
WEB
Discovering and booking core services offered by Harmony Spa
CUSTOMERS TESTIMONIALS
ANTICIPATING QUESTIONS CUSTOMERS MIGHT HAVE
ALL SERVICES AND FILTERS
SERVICES CARDS
PROCESS
Developing a consistent yet versatile modular system
The brand draws inspiration from Hanoi's encaustic cement tiles — a motif deeply familiar to Vietnamese people across generations, from grandparents to grandchildren. These tiles are everywhere: in courtyards, old homes, quiet offices. We rarely stop to notice them because they work together seamlessly, each piece fitting the next effortlessly.
This is the idea of harmony that anchors the brand: not something you strive toward, but something that already exists around you. Just as the tiles root our everyday lives in quiet consistency and beauty, Giang's practice offers a space where balance feels natural and familiar.
Balancing precision & human touch in pattern
The patterns are made using structured grids, but shapes made carry organic forms and quirky details carried through different branding and web materials.
IMPACT
Helping the owner make her business and brand more recognizable
The designs were handed off to the client and deployed across her office, printed as banners, and distributed to customers — building brand recognition and increasing trust with both existing and new clients.
TAKEAWAYS
This project taught me that branding is never one-size-fits-all. Through conversations with Giang and her customers, I discovered that aesthetic preferences shift across generations, but a shared emotional core always exists. For this brand, that core was heritage, culture, and the feeling of home: simple ideas that communicate warmth across any audience.
