JULIA WUTTKE PERFORMANCE & HEALTH
Brand strategy, identity, website, CRM, Socials, and digital platform setup for a health coaching business.
Industry: Health Coaching / Wellness, Golf | Location: Queenstown, New Zealand / Germany
The Opportunity
After years in high performance golf, health coaching, and study, Julia knew she wanted to build something more meaningful for women navigating stress, hormones, energy, and long term wellbeing.
The knowledge was already there, shaped through real coaching experience, extensive study, and years working closely with people. But it was still sitting as ideas, notes, and disconnected pieces without a clear business structure around it.
Julia needed strategic direction, strong brand foundations, and a simple way to turn complex thinking into a coaching business people could easily understand and connect with.
The Approach
We worked closely with Julia to shape the business from the ground up, helping turn years of ideas and experience into a clear, structured coaching model.
Together, we defined the core offerings, clarified the positioning, built strategic frameworks, and created a grounded way to communicate the depth behind the work without overwhelming people.
From there, we developed the visual identity, website, customer journey systems, and continue to support the brand through ongoing social media strategy and creative delivery.
Values
Authentic
Connection
Leading with warmth,
connection that feels
real and relational
Empower
& Elevate
Supporting people to step into their own authority.
Sport
& Science
Two worlds,
one purpose
Small Steps
Big Wins
Small moves,
lasting transformation
Purpose & Practice
Commitment to the work. Progress built on showing up, one day at a time
Brand identity and visual system
We built the identity around a deconstructed circle, using it as a simple visual thread through the brand. It speaks to movement, conversation, thinking, balance, and the natural rhythms that sit behind Julia’s approach to health and wellbeing. There’s also a subtle connection back to golf and body movement, without making the brand feel locked into that world.
That idea carries through into the wider logo system and creative language, with a range of flexible variations designed to move across different formats and touchpoints naturally. The result is a visual identity that feels calm, human, and considered, while still giving the brand a strong and consistent foundation across everything it does.
Website design and development
We designed and built a mobile-first website that explains the coaching model clearly and makes it easy for people to understand where to start.
The structure, content, and user experience were built around how Julia works in practice, guiding people through the different offerings and into the right next step. The site connects directly to her calendars and booking systems, so people can move from interest to action easily.
Coaching system and client experience
We helped shape a structured coaching model supported by sessions, guided modules, and practical tools.
Everything was designed to reflect how Julia works in real life, with simple steps, ongoing support, and a system that adapts to each person.
Email marketing
and automation
We designed and built a connected email system around the brand, giving Julia a simple way to grow and nurture her audience over time.
That included landing pages, website forms, signup flows, automated tagging and triggers, welcome journeys, and email templates that all work together behind the scenes.
The goal was to create something personal and easy to engage with, while helping Julia build trust and stay connected with her audience long term.
Social media systems and content
We developed a structured social media system to support ongoing communication and audience growth.
This included content direction, post templates, and a clear framework built around Julia’s core messaging pillars. The system makes it easier to create consistent, on-brand content, while supporting engagement, trust, and lead generation over time.
Documents and coaching resources
We developed a structured set of coaching
documents and resources to support Julia’s
programmes and client experience.
This included guided modules, worksheets,
and supporting materials designed to build
awareness and support day to day progress.
Everything was created to align with the
coaching model and provide a clear, practical
path for clients to follow.
What we delivered
Strategy
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Brand strategy and positioning
-
Audience definition
-
Messaging framework
-
Tone of voice
-
Coaching philosophy and
programme direction
Design
-
Brand identity and visual system
-
Logo design and variations
-
Website design
-
Coaching documents & resources
-
Brand typography and language
Digital
-
Website strategy
-
User experience (UX) design
-
Social media templates
-
Content structure
-
Online resource hub
Systems
-
Coaching model and offer design
-
Client journey mapping
-
Online coaching platform setup
-
Programme structure and
delivery system
Content
-
Photography
-
Social media strategy
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Content templates
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Copywriting
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Ongoing social media content
Direction
-
Strategic guidance
-
Creative direction
-
Photoshoot direction
