CASE STUDYThe Sana Institute
Role: Branding + UX/UI Designer and Director
Date: September 2023 - March 2024
Tools: Figma, Photoshop, Illustrator, Wordpress
Team: Innovate Brand Agency Developers & Copywriters
Project Overview
The Sana Institute was a brand-new organization launching into the integrative medicine education space.
They needed a cohesive brand identity and a digital presence that would establish credibility, resonate emotionally, and engage prospective students interested in holistic healing practices.
Starting from scratch, there were no existing branding elements or user journeys — making it critical to build a complete foundation that felt both trustworthy and inspiring to a specialized audience.
"Hollie is phenomenal. She immediately understood the heart of our brand and brought it to life with a design that felt perfectly aligned from the start. The website she created captures our vision beautifully and provides a strong foundation for our growth. She's an absolute pleasure to work with — highly recommend!"
1,500+
Unique site visitors within 60 days
75%
Enrollment capacity for info webinar
50+
New student inquires per week
Research
Before designing the brand and site experience, I conducted foundational research to better understand the needs, goals, and behaviors of Sana Institute’s target audience: students and health practitioners interested in integrative medicine and holistic healing practices.
Key research activities included:
Competitive Analysis: Reviewed existing online education platforms and wellness institutes to identify best practices and gaps, focusing on enrollment flows, program navigation, and emotional tone.
Persona Development: Created primary user personas based on Sana’s ideal student profile — individuals seeking accredited, holistic education with a focus on personal growth and professional advancement.
User Journey Mapping: Outlined the ideal first-time visitor journey, from landing on the homepage to exploring programs, registering for webinars, and submitting an inquiry.
Findings from this research phase directly informed the brand, the site's structure, messaging strategy, and user flow — ensuring that the final experience felt clear, welcoming, and aligned with user intent from the very first interaction.
Defining the Brand
The Sana Institute brand was designed to embody warmth, professionalism, and personal growth — while feeling fresh and distinct within the integrative medicine field:
Color Palette: Soft neutrals balanced with calming green tones to represent healing, balance, and growth.
Typography: Clean, approachable sans-serif fonts for clarity, professionalism, and emotional resonance.
Photography Direction: Authentic, human-centered imagery highlighting connection, transformation, and learning.
Iconography: Subtle organic elements symbolizing support, integration, and the journey of holistic development.
A complete brand style guide was created to ensure visual consistency across all digital, print, and educational materials.
Site Architecture and Wireframing
To build a seamless user experience, I first developed a clear site architecture focused on guiding prospective students through discovery, engagement, and application.
The structure prioritized key pages — About, Our Approach, Certifications, Workshops, Webinars, Admissions, and Contact — designed to flow naturally and support conversion goals like inquiries and webinar signups.
I then created low-fidelity wireframes to map out content hierarchy, calls to action, and user pathways.
Wireframes emphasized clean layouts, emotional storytelling, and responsive design — providing a strong foundation for a site that feels intuitive, trustworthy, and aligned with Sana’s mission.
wireframe, desktop
Website Design
With the site architecture and wireframes finalized, I moved into designing a digital experience that felt calm, trustworthy, and growth-oriented — reflecting the heart of Sana Institute’s mission.
The design focused on simplicity, emotional connection, and ease of navigation.
Key elements included:
Clear, intuitive layouts that guide users through the site naturally
Flexible design system to support future program launches and content growth
Prominent calls to action like “Apply Now” and “Join Our Webinar” to drive engagement
The final design created a seamless bridge between storytelling and action, encouraging visitors to explore, connect, and take the next step toward enrollment.
Following the launch of the new Sana Institute brand and website, the team saw immediate traction and engagement:
1,500+ unique site visitors within the first 60 days.
Student inquiries increased steadily, with an average of 10+ new inquiries per week.
Webinar sign-ups exceeded expectations, filling over 75% of available spots for the first two sessions.
Positive feedback from both clients and collaborators, highlighting the site’s clarity, calming aesthetic, and professional presence.
The new site successfully positioned Sana Institute as a trusted, accessible resource for healing and personal growth — setting a strong foundation for ongoing community building and expansion.