Isabelle Tierney, founder of The Feel Good Life

Case study · The Feel Good Life

Twenty years of depth. A brand that finally showed it.

A founder with a devoted following, a methodology of her own, and an online presence still living in the past.

Brand strategy Copywriting Web design

The brief

Ready for a brand as established as she was.

Isabelle had spent more than twenty years building her therapy practice and had just developed a course she was ready to bring to the world. But her brand hadn't kept up. It didn't yet reflect the depth, refinement, or authority she'd earned.

She needed elevated positioning, a cohesive visual identity, and a site that could hold multiple offerings while guiding the right people toward each one. And she needed copy that sounded like her, not like everyone else in her field.

The Feel Good Life homepage displayed on a laptop
Brand strategy
Clarified her positioning, her voice, and what made her work the right home for the women she most wanted to reach.
Copywriting
Wrote every word, from the homepage through to the course page. Warm, specific, and completely in her voice.
Web design & launch
Built a site that felt refined, warm, and clear about who she serves, integrating her new brand photography throughout.

The thinking

One brand, many doorways.

The real challenge wasn't making it beautiful. It was architecture. A therapy practice, a new course, meditations, and a blog all had to live under one roof without overwhelming the woman arriving stressed and unsure where to start.

The answer was one unmistakable voice and a homepage that meets each visitor by need, not by offering, then guides her gently to her doorway. Every word was drawn from hours of conversation with Isabelle, so reading the site feels like sitting across from her.

The Feel Good Life guided meditation section
The Feel Good Life blog section
The Feel Good Life mobile homepage and about page
The Feel Good Life mobile blog detail
01
Guided meditations as a soft entry point, a way in before anyone commits to a call.
02
A blog structured around her methodology, steady fuel for search visibility.
03
Designed mobile-first, because that's where her audience meets the brand.
04
Editorial typography carried through every touchpoint.
The Feel Good Life brand system
You were meant to feel good.
Palette
Cormorant Garamond, display

Warm, literary, established: the voice of twenty years of depth.

DM Sans, body

Clear and unhurried, for guidance that never overwhelms.

"Raya was an absolute delight to work with. She has this incredible combination of deep intuition and strategic thinking. She instinctively understood my vision while always keeping my business goals front and center."

Isabelle Tierney, founder, The Feel Good Life

Isabelle Tierney about section on the new site

The outcome

People now arrive already trusting her.

Isabelle launched her course on a brand that could finally carry it. The site speaks directly to the women she loves working with, and new inquiries regularly mention the website as the reason they felt safe enough to reach out. The work was always excellent. Now it looks like it.

Explore the full site

Your project

Ready for a brand and website that show your depth?

This project started with a conversation about where Isabelle was taking her business. Yours can start the same way.

Start a project

A note on this page: this site launched in 2021, and living brands keep moving. The original no longer exists in this form, so what you see here, and on the live page, is a reconstruction I rebuilt from memory in 2026.

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