Velveeten Alchemy | Minnesota, USA
Velveeten Alchemy
Complete Identity, Full Squarespace Website and Community Platform Case Study
Learn how we helped Velveteen Alchemy launch a soulful brand and connected digital space by delivering a complete brand identity, Squarespace website, community platform integration, and custom-designed business cards.
Emotionally aligned branding
Intuitive website experience
Seamless community integration
Thoughtfully designed print
Project Overview
The Client
Velveteen Alchemy is a transformative online yoga and coaching studio led by a feminist psychologist. Combining trauma-informed practices, body-positive yoga, and meditation, the platform supports individuals on a healing journey to reclaim safety, softness, and self-worth.
The Challenge
The client needed a brand and digital presence that embodied deep emotional safety, intuitive connection, and softness without losing clarity or professionalism. The project required cohesive branding, a functional 5-page website, and an engaging community space for members.
Our Approach
Visuable Packages
To bring Tealinn’s vision to life, we delivered:
Branded Business Cards
What We Delivered
Emotion-led Brand Identity: Designed a visual system centred around softness, empowerment, and transformation.
Logo System: Refined the logo and created multiple variations and supporting symbols to use across mediums.
Custom Squarespace Website: Crafted a 5-page experience with storytelling-driven structure, intuitive navigation, and a soulful tone.
Community Platform Setup: Styled and connected the Mighty Networks space to maintain brand consistency and support engagement.
Print Collateral: Designed business cards with a bold, feminine energy that echoes the digital brand.
Typography & Colour: Curated a font pairing and palette reflecting inclusivity, clarity, and quiet strength.
The Results
UX & UI Design Outcomes
Visually cohesive and emotionally resonant brand identity: branding elements evoke comfort, trust, and a sense of calm from first glance.
User-friendly Squarespace website with custom visuals: a smooth, peaceful experience with intuitive navigation and aesthetic continuity.
Integrated Mighty Networks community hub: supports private engagement while remaining fully aligned with the brand’s message.
Elegant business cards aligned with brand feel: tactile elements offer a physical extension of the digital experience.
Creative Execution
Impact and Creativity
Velveteen Alchemy’s visual world was created to feel safe, brave, and expansive. The identity is inspired by the cycles of the moon—subtle, yet powerful. We combined muted, earthy tones with moments of surprise (a punchy magenta, cosmic motifs) to reflect Jillian’s feminist fire. Every brand element—from the sweeping crescent logo to the dotted patterns—tells a story of transformation. The layout breathes, the typography invites, and the visual language honours both the softness and strength that live within her clients’ journeys.
Functionality and User Experience
The site experience mirrors Jillian’s approach: grounded, focused, and deeply human. The 5-page layout flows effortlessly from introduction to service details, with dedicated calls to action for booking or connecting. Scroll-based storytelling guides visitors gently, while refined mobile responsiveness ensures accessibility across all devices. Integration with Mighty Networks provides a seamless handoff into her community platform, with no disruption to the visual or emotional tone.
Branding and Storytelling
Jillian’s work is rooted in the belief that healing is a form of rebellion. We let that truth lead. Through both the brand visuals and the copy (guided by strategy calls), we helped her articulate a brand voice that’s brave, clear, and comforting. Her website doesn’t just outline services—it speaks directly to women navigating complex emotions and looking for real support. The words are raw and reassuring. The visuals hold space. It’s an experience that connects instantly and builds lasting trust.
Execution and Design Excellence
This project was crafted with care in every detail. From the polished layout to the supporting assets, the execution is tight and intentional. We made sure Jillian could express the full spectrum of her practice—from one-on-one coaching to workshops and events—without cluttering the message. The branding stretches across digital and print effortlessly, offering her a toolkit that feels empowering to use and share. It's a brand that doesn't just show up—it holds space.
Summary
Velveteen Alchemy is now represented by a powerful, emotionally aligned digital presence. From the bold yet nurturing brand identity to the streamlined Squarespace site and integrated community experience, every touchpoint speaks with clarity, care, and intention. Jillian’s audience can now connect, engage, and grow within a space that truly feels like home.





Brand photography courtesy of Velveeten Alchemy
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