JULIA WUTTKE PERFORMANCE & HEALTH
Bringing golf, health and performance coaching together through brand strategy, design and everyday tools.
Industry: Health Coaching / Wellness, Golf | Location: Queenstown, New Zealand / Germany
The Opportunity
Julia had years of experience in golf, health and performance coaching, and a growing focus on
helping women with stress, hormones, energy
and wellbeing.
She needed help bringing that knowledge and her
ideas together into a business people could easily understand.
The Approach
We worked with Julia to clarify her offers,
who they were for and how to explain
her approach.
That thinking shaped the identity, website
and coaching tools, giving her a clear
direction and the foundations to grow.
Finding the thread
Sport, science and body awareness connect Julia’s work. We helped her find that shared thread and build her positioning around it.
We mapped her audiences, organised her offers and shaped a voice that feels like her. Warm, direct and encouraging, with practical language that makes complex ideas easier to understand.
An identity built around movement
We built the visual identity around a deconstructed circle, reflecting movement and balance.
The same shapes carry through the logo, layouts and custom icons. A bright colour palette and clear typography bring it all together, giving Julia a recognisable look across her offers.
Capturing Julia
Five photoshoots across different locations
and environments, showing the person
behind the coaching.
From clothing to art direction, we brought
it all together to build a varied image library
that feels like her.
Three offers, one brand
We created a family of typographic lockups to bring Julia’s golf, performance and health coaching together.
One combines all three, while individual versions give each offer its own space. A clear structure with a touch of elegance, keeping everything connected as the business grows.
A website that helps people find their way
We designed a website that makes Julia’s
coaching easier to understand, with clear
paths through her offers.
From exploring her approach to booking a
conversation, the content and connected
booking tools help people take the next step.
Email that keeps
things moving
We set up Julia’s CRM and email platform, with newsletter templates, landing pages and automated emails to support enquiries and keep in touch with clients.
Everything carries the same look and voice, making regular communication easier and saving Julia time behind the scenes.
Social content with personality
We created a vibrant Instagram grid, with a content framework that cycles through Julia’s core themes and gives her a clear plan for what to share.
Motion brings key messages to life, putting the deconstructed circle to work in playful ways that keep the content recognisably Julia.
Supporting the coaching
We helped set up Julia’s online coaching platform, bringing programmes, resources and client support into one place.
It gives her a clear structure for delivering her coaching, with room to adapt sessions and materials to each person.
From Julia
Flock also thought through the practical side, from my website and emails to the tools I use with clients.
Jamesy asks the right questions, cares about the details and is just really easy to talk to. I’ve felt supported throughout and would highly recommend Flock.”
- Julia Wuttke | Health & Performance Coach
I came to Jamesy through a recommendation. And while I had years of experience and a lots of ideas, Jamesy helped me make sense of it all and bring my golf, health and performance coaching together to reflect what my calling really is.
He helped me take the thoughts and feelings I had and brought them to life.
We have created a brand that feels like me and I can 100% stand behind. It gives me joy and makes me proud to have turned my ideas and concepts into something others can now see and feel as well.
What we delivered
Strategy
-
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
-
Content templates
-
Copywriting
-
Ongoing social media content
Direction
-
Strategic guidance
-
Creative direction
-
Photoshoot direction