The Magic Within is my Spirituality & Wellness Brand.
For my senior project at university, I created a wellness brand that encourages self-discovery, fosters an impactful community and fosters positive relationships. We did this together through weekly wellness events that inspired us to focus on gratitude, to self-reflect to better understand ourselves, and try new activities that expand our perspective and make life fun. I advertised The Magic Within events on instagram and created a positive and radiant online and in-person community.
Behind the brand
I am a social person and gain fulfillment in new friendships, exploration and adventure, and in being me. I wasn't always that way, though. I struggled with anxiety and self confidence, and let fear keep me from the things I loved. My life coach, Joseph, and some wellness brands I'd followed through the years helped me build the confidence and skills I needed to honor and live my true self.
For my brand, I wanted to help people do the same— discover and honor their magic within. So, I aimed for a few things in my brand. One. To enable connection and community. Two. To provide others with skillsets I'd learned from life coaching, mediation, fitness, and spirituality. Three. To inspire and cultivate self-confidence and personal growth.
The Magic Within Pilot
It all started with one practice event on the Halloween of 2022. I led my classmates through a 20-minute connection, breath work, and movement activity (fig. 1) that encouraged us to shift inward, reflect, and hold gratitude and acceptance for ourselves and others.
It was a success. My friends left feeling "lighter" and "ready to conquer the day" which gave me the green light to proceed with this direction for my brand.
Figure 1. Video of classmates participating in a trust fall.
Social Media & The Magic Within
I designed weekly Instagram posts to promote each event to my online connections. This idea was inspired by life coaches I follow on social media that market their services via their accounts. Most of my target audience I discovered were young females that enjoy health and wellness, and I knew I could reach them in their daily Insta scrolls.
I learned more about my brand with each event.
I learned that the Magic Within mission is to bring peace and happiness into other's lives through activities that give them what they want. One of our members asked for a nature hike, so I hosted a hike at a local trail.
It became a space for people to try new things that they typically wouldn’t do on their own, in a joint community.
This evolved the visual identity.
In time, my designs more accurately reflected these qualities. The color palette became more muted and natural toned like in the second event post above (fig. 3). The type got experimental and warped sometimes, to symbolize us being experimental in the things we do. I became the face of my brand, connecting others to me before they meet me, like coaches do online. Light flares add a positivity and a whimsical magic to the brand. Text warping throws a fun and playful attitude into the mix, just like my events are meant to.
My Exhibition Space Photographs
Noelle Jones - 2023