Translating Complex Pioneering Work Into a Single Narrative
WELLNESS LANDSCAPING & CONSTRUCTION
A 7-month brand restage that supported Circlefoot’s expansion from permaculture landscaping into an integrated wellness construction company, translating an overwhelming list of new unfamiliar services and esoteric concepts into desirable features homeowners could understand and embrace.
MY ROLE
Creative Director • Team Lead
CLIENT
Circlefoot, San Mateo, California
PROJECT OUTCOMES
Pioneering work, in clear language. Wellness Homes & Habitats translated 25+ disparate services and esoteric concepts into a phrase homeowners could understand easily.
Three distinct service categories. We organized everything Circlefoot did, from landscape design to greywater systems to off-grid solar to feng shui, into Outdoor, Residential and Homesteads & Small Farms.
Strategic narrative and identity engages new audiences. From the messaging architecture to audience personas and the new visual identity, Circlefoot's mission "To deliver ecologically regenerative outdoor-indoor living solutions" was clearly conveyed across every customer touchpoint.
INTRODUCTION
Imagine a home where every facet and detail is designed for the well-being of you and those you love. All the materials are sustainable, healthy and life-giving.
The radiant floors carry the morning’s warmth to your bare feet and the kitchen opens onto a flourishing garden through a wall of glass. You look out at the backyard, where the greywater system feeds the heavy grape vines tumbling over the pergola, built from a redwood beam left by the previous owner. The garden hums with bees and produces a harvest of figs, persimmons and lemons in season.
Your house is the realized vision of Circlefoot's team, conceived by the expertise of doctors, psychologists, architects, engineers and ecologists.
A wellness home is a system designed for the health of the people inside it and the ecology around it, with land, water and air considered in every decision.
In 2022, no one else in the San Francisco South Bay was building this way.
We helped Circlefoot clarify their purpose, define their audience, amplify their message and differentiate their identity, positioning them as a premier wellness landscaping and construction company.
RESPONSIBILITIES
As Creative Director, I shaped the project from proposal to final delivery. I assembled the team, set the schedule, managed the budget and led the development of all deliverables. My job was to ensure that the story stayed consistent and engaging across every channel and touchpoint.
PROJECT TEAM
Creative Director • Brand Strategist • Design Director • Motion Designer • Video Editor • SEO Strategist
PROJECT SCOPE
Research & Insights • Tagline/Anchor Phrase • Narrative Frame & Positioning • Core Narrative • Narrative Pillars • Mission • Vision • Narrative Role • Talking Points • Audience Personas • Tone Guidelines • Brand Personality • Service Categorization • Content Strategy • Visual Identity System
THE CHALLENGE
Six years earlier, we had successfully designed Circlefoot’s website, leading to exponential growth of their permaculture business.
Now, as they ventured into uncharted territory, blending home construction with landscaping, they struggled to communicate their value to customers.
Circlefoot's vocabulary was technical, scientific and fragmented, with a service list that went from regenerative landscaping to wellness construction, to living roofs and soil management, to food forests, off-grid solar and feng shui.
Circlefoot’s service complexity needed simplification before a single customer could understand what the company was offering.
How might we solve this problem?
How might we translate Circlefoot’s pioneering, multidisciplinary expertise into language and imagery that San Francisco Bay Area customers could grasp immediately and enthusiastically?
Option 1 Samaria HELP!
Descriptions of each bullet point. Two column strategic narrative
Our Solution - Circlefoot Wellness Homes & Habitats
A Strategic Narrative and Identity System Designed to Work as One
1. Strategic Narrative
We crafted a messaging framework that translated Circlefoot's pioneering multidisciplinary work into a compelling story for new customers.
Deliverables:
Tagline/Anchor Phrase: Wellness Homes & Habitats
Narrative Frame & Positioning: Circlefoot is the leading wellness landscaping and construction company that designs, builds and manages homes, gardens, homesteads and small farms in San Mateo and beyond.
Core Narrative: Circlefoot follows the footsteps of those who lived and loved on these lands – to design, build and manage regenerative outdoor and indoor spaces for the health and wellness of people & place.
Mission Statement: To deliver ecologically regenerative outdoor-indoor living solutions
Service Categorization: Outdoor, Residential, Homesteads & Small Farms
Narrative Pillars: Ethos = Earth Care, People Care, Surplus Share
Vision: Every human being living lightly and in balance on our planet
Narrative Role: Affinitizing (conscious role in informing and educating customers)
Talking Points: Repeatable messaging across touchpoints
Audience Personas: Aya (Conscious Homeowner), Dale (“Dirt-Happy” People), Paul (Mission-Based Partner)
Tone Guidelines: Authentic, Open, Reassuring, Resourceful
Brand Personality: Guiding, Competent, Caring, Forward-thinking
Content Strategy: Website architecture, blog topics and SEO keywords
2. Visual Identity
We created a new online experience and branding that highlighted Circlefoot’s ability to transform homes, homesteads and small farms.
Deliverables:
Logo: Update of existing logo
Tagline: Wellness Homes & Habitats
Color Scheme & Palette
Brand Guidelines
Brand Asset Library: Images & video clips
Print Collateral: Branded items & five business card variations
Website Design and Development
Video Storyboards
Motion Design
The Process
3. Website Content Strategy
We developed the website’s content architecture and created case studies that brought the narrative to life for Circlefoot’s customers.
Deliverables:
Website Main Tabs: Home, Outdoor, Residential, Work, About
Two Case Studies: The Norfolk Project, Bill's Homestead
Two Thinking Studies: Wellness Communities, Ecology for Regenerative Impact
Suggested Blog Topics
SEO Keyword List
Video Storyboards: Home and Outdoor website pages
Option 2
Descriptions of each bullet point. Two column strategic narrative, but numbered and separated out
Our Solution - Circlefoot Wellness Homes & Habitats
A Strategic Narrative and Identity System Designed to Work as One
1. Strategic Narrative
We crafted a messaging framework that translated Circlefoot's pioneering multidisciplinary work into a compelling story for new customers
2. Visual Identity
We created a new online experience and branding that highlighted Circlefoot’s ability to transform homes, homesteads and small farms.
Deliverables:
Logo: Update of existing logo
Tagline: Wellness Homes & Habitats
Color Scheme & Palette
Brand Guidelines
Brand Asset Library: Images & video clips
Print Collateral: Branded items & five business card variations
Website Design & Development
Video Storyboards
Motion Design
The Process
3. Content Strategy
We developed the website’s content strategy and created case studies that brought the narrative to life for Circlefoot’s customers.
Deliverables:
Website Main Tabs: Home, Outdoor, Residential, Work, About
Two Case Studies: The Norfolk Project, Bill's Homestead
Two Thinking Studies: Wellness Communities, Ecology for Regenerative Impact
Suggested Blog Topics
SEO Keyword List
Video Storyboards: Home and Outdoor pages
1. Tagline/Anchor Phrase: Wellness Homes & Habitats
3. Narrative Frame & Positioning: Circlefoot is the leading wellness landscaping and construction company that designs, builds and manages homes, gardens, homesteads and small farms in San Mateo and beyond.
4. Core Narrative: Circlefoot follows the footsteps of those who lived and loved on these lands – to design, build and manage regenerative outdoor and indoor spaces for the health and wellness of people and place.
6. Narrative Pillars: Ethos = Earth Care, People Care, Surplus Share
5. Service Categorization: Outdoor, Residential, Homesteads & Small Farms
2. Mission: To deliver ecologically regenerative outdoor-indoor living solutions
8. Narrative Role: Affinitizing (conscious role in informing and educating customers)
7. Vision: Every human being living lightly and in balance on our planet
10. Audience Personas: Aya (Conscious Homeowner), Dale (“Dirt-Happy” People), Paul (Mission-Based Partner)
9. Talking Points: Repeatable messaging providing a consistent narrative across touchpoints
12. Brand Personality: Guiding, Competent, Caring, Forward-thinking
11. Tone Guidelines: Authentic, Open, Reassuring, Resourceful
Option 3
Descriptions of each bullet point. One column strategic narrative
Our Solution - Circlefoot Wellness Homes & Habitats
A Strategic Narrative and Identity System Designed to Work as One
1. Strategic Narrative
We crafted a messaging framework that translated Circlefoot's pioneering multidisciplinary work into a compelling story for new customers.
Deliverables:
Tagline/Anchor Phrase: Wellness Homes & Habitats
Narrative Frame & Positioning: Circlefoot is the leading wellness landscaping and construction company that designs, builds and manages homes, gardens, homesteads and small farms in San Mateo and beyond.
Core Narrative: Circlefoot follows the footsteps of those who lived and loved on these lands – to design, build and manage regenerative outdoor and indoor spaces for the health and wellness of people and place.
Narrative Pillars: Earth Care, People Care, Surplus Share.
Mission Statement: To deliver ecologically regenerative outdoor-indoor living solutions.
Vision: Every human being living lightly and in balance on our planet.
Narrative Role: Affinitizing (conscious role in informing and educating customers)
Talking Points: Repeatable messaging providing a consistent narrative across touchpoints
Audience Personas: Aya (Conscious Homeowner), Dale (“Dirt-Happy” People), Paul (Mission-Based Partner)
Tone Guidelines: Authentic, Open, Reassuring, Resourceful
Brand Personality: Guiding, Competent, Caring, Forward-thinking
Service Categorization: Outdoor, Residential, Homesteads & Small Farms
Content Strategy: Website architecture, blog topics and SEO keywords
2. Visual Identity
We created a new online experience and branding that highlighted Circlefoot’s ability to transform homes, homesteads and small farms.
Deliverables:
Logo: Update of existing logo
Tagline: Wellness Homes & Habitats
Color Scheme & Palette
Brand Guidelines
Brand Asset Library: Images & video clips
Print Collateral: Branded items & five business card variations
Website Design and Development
Video Storyboards
Motion Design
The Process
3. Content Strategy
We developed the website’s content strategy and created case studies that brought the narrative to life for Circlefoot’s customers.
Deliverables:
Website Main Tabs: Home, Outdoor, Residential, Work, About
Two Case Studies: The Norfolk Project, Bill's Homestead
Two Thinking Studies: Wellness Communities, Ecology for Regenerative Impact
Suggested Blog Topics
SEO Keyword List
Video Storyboards: Home and Outdoor website pages
Option 4
Just a list of items delivered with no added descriptions
Our Solution - Circlefoot Wellness Homes & Habitats
A Strategic Narrative and Identity System Designed to Work as One
1. Strategic Narrative
We crafted a messaging framework that translated Circlefoot's pioneering multidisciplinary work into a compelling story for new customers.
Deliverables:
Tagline/Anchor Phrase
Narrative Frame & Positioning
Core Narrative
Narrative Pillars
Mission
Vision
Narrative Role:
Talking Points
Audience Personas
Tone Guidelines
Brand Personality
Service Categorization
Content Strategy
2. Visual Identity
We created a new online experience and branding that highlighted Circlefoot’s ability to transform homes, homesteads and small farms.
Deliverables:
Tagline & Updated Logo
Color Scheme & Palette
Brand Guidelines
Brand Asset Library
Print Collateral
Website Design & Development
Video Storyboards & Motion Design
The Process
3. Content Strategy
We developed the website’s content architecture and created case studies that brought the narrative to life for Circlefoot’s customers.
Deliverables:
Website Main Tabs
Two Case Studies
Two Thinking Studies
Suggested Blog Topics
SEO Keyword List
Video Storyboards
Option 5 (from Archway)
Our Solution - Circlefoot Wellness Homes & Habitats
A Strategic Narrative and Identity System Designed to Work as One
1. Strategic Narrative
We crafted a messaging framework that translated Circlefoot's pioneering multidisciplinary work into a compelling story for new customers.
Deliverables:
Tagline/Anchor Phrase: Wellness Homes & Habitats
Narrative Frame & Positioning: Circlefoot is the leading wellness landscaping and construction company that designs, builds and manages homes, gardens, homesteads and small farms in San Mateo and beyond.
Core Narrative: Circlefoot follows the footsteps of those who lived and loved on these lands – to design, build and manage regenerative outdoor and indoor spaces for the health and wellness of people and place.
Narrative Pillars: Earth Care, People Care, Surplus Share.
Mission Statement: To deliver ecologically regenerative outdoor-indoor living solutions.
Vision: Every human being living lightly and in balance on our planet.
Narrative Role: Affinitizing (conscious role in informing and educating customers)
Talking Points: Repeatable messaging providing a consistent narrative across touchpoints
Audience Personas: Aya (Conscious Homeowner), Dale (“Dirt-Happy” People), Paul (Mission-Based Partner)
Tone Guidelines: Authentic, Open, Reassuring, Resourceful
Brand Personality: Guiding, Competent, Caring, Forward-thinking
Service Categorization: Outdoor, Residential, Homesteads & Small Farms
Content Strategy: Website architecture, blog topics and SEO keywords
2. Visual Identity
We created a new online experience and branding that highlighted Circlefoot’s ability to transform homes, homesteads and small farms.
Deliverables:
Logo
Tagline: Wellness Homes & Habitats
Color Scheme & Palette
Brand Guidelines
Brand Asset Library: Images & video clips
Print Collateral: Branded items & five business card variations
Website Design & Development
Video Storyboards
Motion Design
The Process
1. Strategic Narrative
We crafted a messaging framework that translated Circlefoot's pioneering multidisciplinary work into a compelling story for new customers.
Deliverables:
Core Narrative and Tagline ("Addiction defines no one." / "Step Forward Strong.")
Mission Statement
Narrative Pillars
Stability Equation (Stable Work + Stable Housing + Stable Family = Healthy Self)
Talking Points
Target Segment Personas (Marianne, Carrie, Jared, Grant)
Tone Guidelines (Plain Talk, Straightforward, Concise, Empathetic)
Brand Personality
Content Strategy
Copywriting
Samaria: Option 1 with description of Research?
What We Learned About Our Audience & the Marketplace
1. DISCOVER: WHAT DO AUDIENCES NEED?
Research & Competitive Analysis
We combined collaborative leadership intake sessions and a brand audit with an extensive marketplace review of peer organizations and global wellness trends.
The goal was to discover the gap between what Circlefoot's pioneering work could accomplish and what customers needed to understand.
KEY FINDING
The marketplace was shifting from “doing less harm” to active regeneration. Customers were no longer satisfied with sustainability; they wanted to prove their homes could be a source of health and ecological restoration.
What We Learned About Our Audience & the Marketplace
1. Wellness lifestyle real estate had emerged as one of the top three growth markets in wellness, valued at roughly $134 billion. Homes were being treated as sacred spaces, designed proactively for the holistic health of the people inside them.
2. The construction industry was deeply fragmented. Architects, contractors and landscapers worked in isolation. Landscape was usually treated as an afterthought. Circlefoot's “Dirt to Door” approach integrated land management and construction from the start.
3. Individual climate activism was rising. Homeowners had begun to see their properties as their span of control, an opportunity to practice environmental activism by restoring soil, harvesting water and creating wildlife habitats.
4. The regenerative design field was still emerging and disjointed. Customers needed to be informed and educated about the design/build process and their options.
This pointed to an Affinitizing brand role: a grounded expert that helps clients align their homes with their values.
5. High-end clients wanted Craft + Business. Customers sought a rare combination of skilled craftsman with a nature-based process as well as professional licenses, experience and excellent communication.
Samaria: Option 2 with no descriptions of Research?
(shorter)
1. DISCOVER: WHAT DO AUDIENCES NEED?
Research & Competitive Analysis
We combined collaborative leadership intake sessions and a brand audit with an extensive marketplace review of peer organizations and global wellness trends.
The goal was to discover the gap between what Circlefoot's pioneering work could accomplish and what customers didn't yet understand.
KEY FINDING
The marketplace was shifting from “doing less harm” to active regeneration. Customers were no longer satisfied with sustainability; they wanted to prove their homes could be a source of health and ecological restoration.
Samaria HELP
Version 1
2. DEFINE: SYNTHESIZING INSIGHTS
Personas & Narrative Frame
Using brand strategist Shantini Munthree's proprietary Love-Fear framework, we aligned Circlefoot and its target customers on the “Love” end of human motivation, united by a passion for nature and wellness. We defined Circlefoot’s narrative role as Affinitizing, choosing to inform and educate a fragmented marketplace of regeneration-curious homeowners, landowners and design partners. This role empowers Circlefoot to lead the industry as a grounded expert with a clear, competitive voice.
We developed three audience personas. Each captured specific objectives, pain points and questions.
Audience Personas
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Aya Jacobs, 38
THE CONSCIOUS HOMEOWNER
Represents clients who are committed to healthy living and want their homes to reflect their values of sustainability and ecological harmony.Co-founder of a Greentech start-up. Chinese American, married, two kids. Recently bought a 1950s San Mateo home that needs retrofitting. Wants her home to align with her work and her family's wellbeing. Pain points: doesn't know where to start, no time to project manage, can't have her kids living in a construction zone. Her question: “Can my home reflect my values?”
-
Dale Brooks, 62
THE “DIRT-HAPPY” PEOPLE
Represents gardening enthusiasts, small-scale farm owners and homesteaders focused on productive land, soil health, and organic farming.Municipal administrator in Santa Clara county. Single, no children. Just inherited his mom's coastal land and wants to honor Ohlone land practice by turning a portion into a productive medicinal organic farm. Pain points: Thinks he can DIY this (knows he can’t), worried it’ll be a money pit. His question: “Can I build something here that outlasts me?”
-
Paul DiAngelo, 47
MISSION-BASED PARTNER
Represents architects, realtors, and media partners who share Circlefoot’s ethos and help develop healthy, ecologically sound environments.AIA architect. Built LEED-certified homes, moving deeper into wellness real estate. Working on an estate where the client wants to repurpose redwood lumber from an old toolshed. Pain points: Finding collaborators he can trust for high-quality, eco-friendly work without oversight. His question: “Is there a specialist who already understands the science of wellness living?”
Samaria HELP
Version 2
2. DEFINE: SYNTHESIZING INSIGHTS
Personas & Narrative Frame
Using brand strategist Shantini Munthree's proprietary Love-Fear framework, we aligned Circlefoot and its target customers on the “Love” end of human motivation, united by a passion for nature and wellness. We defined Circlefoot’s narrative role as Affinitizing, choosing to inform and educate a fragmented marketplace of regeneration-curious homeowners, landowners and design partners. This role empowers Circlefoot to lead the industry as a grounded expert with a clear, competitive voice.
We developed three audience personas. Each captured specific objectives, pain points and questions.
Aya Jacobs, 38 (The Conscious Homeowner)
Represents clients who are committed to healthy living and want their homes to reflect their values of sustainability and ecological harmony. Co-founder of a Greentech start-up. Chinese American, married, two kids. Recently bought a 1950s San Mateo home that needs retrofitting. Wants her home to align with her work and her family's wellbeing. Pain points: Doesn't know where to start, no time to project manage, can't have her kids living in a construction zone. Her question: “Can my home reflect my values?”
Dale Brooks, 62 (The “Dirt-Happy” People)
Represents gardening enthusiasts, small-scale farm owners and homesteaders focused on productive land, soil health, and organic farming. Municipal administrator in Santa Clara county. Single, no children. Just inherited his mom's coastal land and wants to honor Ohlone land practice by turning a portion into a productive medicinal organic farm. Pain points: Thinks he can DIY this (knows he can’t), worried it’ll be a money pit. His question: “Can I build something here that outlasts me?”
Paul DiAngelo, 47 (Mission-Based Partner)
Represents architects, realtors, and media partners who help develop healthy, ecologically sound environments. AIA architect. Has built LEED-certified homes and is moving deeper into wellness real estate. Working on a new estate where the client wants to repurpose redwood lumber found in an old toolshed. Pain Point: Finding collaborators he can trust to deliver high-quality, eco-friendly work without oversight. His question: “Is there a specialist who already understands the science of wellness living?” I don’t have time to educate someone.
Samaria HELP
Version 3
2. DEFINE: SYNTHESIZING INSIGHTS
Personas & Narrative Frame
Using brand strategist Shantini Munthree's proprietary Love-Fear framework, we aligned Circlefoot and its target customers on the “Love” end of human motivation, united by a passion for nature and wellness. We defined Circlefoot’s narrative role as Affinitizing, choosing to inform and educate a fragmented marketplace of regeneration-curious homeowners, landowners and design partners. This role empowers Circlefoot to lead the industry as a grounded expert with a clear, competitive voice.
We developed three audience personas. Each captured specific interests, goals and questions.
Aya Jacobs, 38 (The Conscious Homeowner)
Represents clients who are committed to healthy living and want their homes to reflect their values of sustainability and ecological harmony. Co-founder of a Greentech start-up. Chinese American, married, two kids. Recently bought a 1950s San Mateo home that needs retrofitting. Wants her home to align with her work and her family's wellbeing. Pain points: Doesn't know where to start, no time to project manage, can't have her kids living in a construction zone. Her question: “Can my home reflect my values?”
Dale Brooks, 62 (The “Dirt-Happy” People)
Represents gardening enthusiasts, small-scale farm owners and homesteaders focused on productive land, soil health, and organic farming. Municipal administrator in Santa Clara county. Single, no children. Just inherited his mom's coastal land and wants to honor Ohlone land practice by turning a portion into a productive medicinal organic farm. Pain points: Thinks he can DIY this (knows he can’t), worried it’ll be a money pit. His question: “Can I build something here that outlasts me?”
Paul DiAngelo, 47 (Mission-Based Partner)
Represents architects, realtors, and media partners who help develop healthy, ecologically sound environments. AIA architect. Has built LEED-certified homes and is moving deeper into wellness real estate. Working on a new estate where the client wants to repurpose redwood lumber found in an old toolshed. Pain Point: Finding collaborators he can trust to deliver high-quality, eco-friendly work without oversight. His question: “Is there a specialist who already understands the science of wellness living?” I don’t have time to educate someone.
Samaria HELP
Version 4
2. DEFINE: SYNTHESIZING INSIGHTS
Personas & Narrative Frame
Using brand strategist Shantini Munthree's proprietary Love-Fear framework, we aligned Circlefoot and its target customers on the “Love” end of human motivation, united by a passion for nature and wellness. We defined Circlefoot’s narrative role as Affinitizing, choosing to inform and educate a fragmented marketplace of regeneration-curious homeowners, landowners and design partners. This role empowers Circlefoot to lead the industry as a grounded expert with a clear, competitive voice.
We developed three audience personas. Each captured specific objectives, pain points and questions.
Aya Jacobs, 38 (The Conscious Homeowner)
Represents clients who are committed to healthy living and want their homes to reflect their values of sustainability and ecological harmony. Co-founder of a Greentech start-up. Married, two kids. Recently bought a 1950s San Mateo home that needs retrofitting. Wants her home to align with her work and her family's wellbeing. Pain points: Doesn't know where to start, no time to project manage, can't have her kids living in a construction zone. Her question: “Can my home reflect my values?”
Dale Brooks, 62 (The “Dirt-Happy” People)
Represents gardening enthusiasts, small-scale farm owners and homesteaders focused on productive land, soil health, and organic farming. Municipal administrator in Santa Clara county. Single, no children. Just inherited his mom's coastal land and wants to honor Ohlone land practice by turning a portion into a productive medicinal organic farm. Pain points: Thinks he can DIY this (knows he can’t), worried it’ll be a money pit. His question: “Can I build something here that outlasts me?”
Paul DiAngelo, 47 (Mission-Based Partner)
Represents architects, realtors, and media partners who help develop healthy, ecologically sound environments. AIA architect. Has built LEED-certified homes and is moving deeper into wellness real estate. Working on a new estate where the client wants to repurpose redwood lumber found in an old toolshed. Pain Point: Finding collaborators he can trust to deliver high-quality, eco-friendly work without oversight. His question: “Is there a specialist who already understands the science of wellness living?” I don’t have time to educate someone.
Samaria HELP
Version 5
2. DEFINE: SYNTHESIZING INSIGHTS
Personas & Narrative Frame
Using brand strategist Shantini Munthree's proprietary Love-Fear framework, we aligned Circlefoot and its target customers on the “Love” end of human motivation, united by a passion for nature and wellness. We defined Circlefoot’s narrative role as Affinitizing, choosing to inform and educate a fragmented marketplace of regeneration-curious homeowners, landowners and design partners. This role empowers Circlefoot to lead the industry as a grounded expert with a clear, competitive voice.
We developed three audience personas. Each captured specific objectives, pain points and questions.
Audience Personas
-
Aya Jacobs, 38
THE CONSCIOUS HOMEOWNER
Represents clients who are committed to healthy living and want their homes to reflect their values of sustainability and ecological harmony.Co-founder of a Greentech start-up. Chinese American, married, two kids. Recently bought a 1950s San Mateo home that needs retrofitting. Wants her home to align with her work and her family's wellbeing. Pain points: Doesn't know where to start, no time to project manage, can't have her kids living in a construction zone. Her question: “Can my home reflect my values?”
-
Dale Brooks, 62
THE “DIRT-HAPPY” PEOPLE
Represents gardening enthusiasts, small-scale farm owners and homesteaders focused on productive land, soil health, and organic farming.Municipal administrator in Santa Clara county. Single, no children. Just inherited his mom's coastal land and wants to honor Ohlone land practice by turning a portion into a productive medicinal organic farm. Pain points: Thinks he can DIY this (knows he can’t), worried it’ll be a money pit. His question: “Can I build something here that outlasts me?”
-
Paul DiAngelo, 47
MISSION-BASED PARTNER
Represents architects, realtors, and media partners who share Circlefoot’s ethos and help develop healthy, ecologically sound environments.AIA architect. Built LEED-certified homes, moving deeper into wellness real estate. Working on an estate where the client wants to repurpose redwood lumber from an old toolshed. Pain points: Finding collaborators he can trust for high-quality, eco-friendly work without oversight. His question: “Is there a specialist who already understands the science of wellness living?”
Version 6 Placeholder
2. DEFINE: SYNTHESIZING INSIGHTS
Personas & Narrative Frame
Using brand strategist Shantini Munthree's proprietary Love-Fear framework, we aligned Circlefoot and its target customers on the “Love” end of human motivation, united by a passion for nature and wellness. We defined Circlefoot’s narrative role as Affinitizing, choosing to inform and educate a fragmented marketplace of regeneration-curious homeowners, landowners and design partners. This role empowers Circlefoot to lead the industry as a grounded expert with a clear, competitive voice.
We developed three audience personas. Each captured specific objectives, pain points and questions.
Aya Jacobs, 38 (The Conscious Homeowner)
Represents clients who are committed to healthy living and want their homes to reflect their values of sustainability and ecological harmony. Co-founder of a Greentech start-up. Chinese American, married, two kids. Recently bought a 1950s San Mateo home that needs retrofitting. Wants her home to align with her work and her family's wellbeing. Pain points: Doesn't know where to start, no time to project manage, can't have her kids living in a construction zone. Her question:“Can my home reflect my values?”
Dale Brooks, 62 (The “Dirt-Happy” People)
Represents gardening enthusiasts and homesteaders focused on productive land, soil health, and organic farming. Municipal administrator in Santa Clara county. Single, no children. Just inherited his mom's coastal land and wants to honor Ohlone land practice by turning a portion into a productive medicinal organic farm. Pain points: Thinks he can DIY this (knows he can’t), worried it’ll be a money pit. His question: “Can I start a new generational cycle?”
Paul DiAngelo, 47 (Mission-Based Partner)
Represents architects, realtors, and media partners who share Circlefoot’s ethos and help develop healthy, ecologically sound environments. AIA architect. Has built LEED-certified homes and is moving deeper into wellness real estate. Working on a new estate where the client wants to repurpose redwood lumber found in an old toolshed. Pain Point: Needs partner he can trust to deliver high-quality, eco-friendly work without needing oversight. His question: “Is there a partner who already understands the science of wellness living? I don’t have time to educate someone.”
3. DEVELOP: MESSAGING ARCHITECTURE
Core Narrative & Talking Points
We crafted a messaging architecture that gave Circlefoot a consistent story that incorporated an expanded scope of services and a new homeowner and partner audience.
These frameworks were developed iteratively through prototypes and refined based on feedback from Circlefoot.
1. Core Narrative: “Addiction defines no one.” This moved the conversation away from shame and toward dignity, away from the criminal/addict label and toward the possibility of its clients becoming meaningful contributors to society.
2. Tagline: “Step Forward Strong.” The word step emphasizes momentum and behavior change. Strong captures the stability the program delivers.
3. Mission Statement: We meet people where they are and help them step forward strong—out of addiction and into a life of joy, purpose, and healthy relationships with others.
4. Talking Points Summary: Audience-specific talking points addressed each persona's fears and objections, and reassured each audience in language they could trust.
5. Stability Equation: Stable Work + Stable Housing + Stable Family = Healthy Self. This gave funders, case managers, court officials and parole officers a formula they could grasp and repeat.
6. Tone Guidelines: The Voice: Plain Talk, Straightforward, Concise, Empathetic. We stripped out clinical jargon and complicated charts. Case managers scanning for a referral partner don't have time to decode. They need to know in seconds: can these people handle my client?
7. Visual Consistency: We replaced generic clinical photography with images showing warmth, safety, and successful reintegration. Every touchpoint said the same thing: You can trust us.
4. DELIVER: VISUAL IDENTITY
Strategy and Design Working Together
Through an iterative process and the creation of prototypes, we finalized a visual identity that matched the quality of care provided.
The narrative said Archway was stable, professional, and competent. The design had to reflect the same.
Deliverables included the logo and tagline, color palette, brand photography library (20+ images), video assets, website design and development, and print collateral including stationery, branded materials and business cards.
Every touchpoint was built from the same messaging architecture, ensuring consistency whether a mother found Archway at 2am on her phone or a parole officer received a referral packet.
Circlefoot | Wellness Homes & Habitats
Circlefoot started as a permaculture landscaping company but was evolving—expanding into designing, building, and managing homes, gardens, homesteads, and small farms. They needed clarity on their audience and messaging. We helped Circlefoot clarify their purpose, amplify their message, define their audience, and differentiate their identity, positioning them as a premier wellness landscaping and construction company.
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Research & Insights
Brand Positioning
Define Target Segments
Segment Personas
Brand Role
Brand Voice
Content Strategy
Visual Identity System
Tagline Development
Mission/Purpose Statement
Brand Guidelines
Brand Color Scheme & Palette
Brand Personality
Key Brand Messages
Website Design
Print Collateral
Motion Design
Video -
Several years ago, we successfully designed Circlefoot Permaculture’s website, leading to exponential business growth. Now, as they ventured into uncharted territory, blending home construction with landscaping, new challenges emerged.
First, we had to simplify and clarify their intricate services, making them accessible and informative to potential clients. Second, their beloved yet outdated logo needed a transformation to match the brand’s fresh direction. Lastly, the absence of project photos for their home construction expansion required a credible solution to showcase Circlefoot’s home construction capabilities.
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Our all-encompassing brand strategy overhaul successfully repositioned Circlefoot. A complete transformation unfolded, encompassing mission, audience, and messaging.
In response to the client’s affinity for the original logo, we married tradition and modernity for a fresh logo and brand identity, that included new typography, colors and graphic elements. By merging stock imagery with Circlefoot’s visuals, we effectively showcased their unique home construction approach.
The outcome: a distinctive, purpose-driven brand identity that eloquently communicates to a defined audience.
Circlefoot Color Palette
Website Color Scheme
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#00574f
Evergreen
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#414042
Espresso Grey
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#b7c1bc
Pistachio
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#b29e8b
Cappuccino
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#efe7e0
Light Beige
Logo Color Scheme
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#33b2c1
Aqua
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#00966B
Grass
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#33b2c1
Moody Sky
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#005942
Forest
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#f6dbcf
Peach
PROJECT TAKEAWAYS
When you build a narrative that calms roiling fears you meet people where they are. Archway had always done life-changing work. We helped them tell their story by encapsulating their proven track record and reassuring their audience.
We didn't start with what Archway wanted to say. We started with what their audiences needed to hear. A mother at 2am needs to know her addicted son is in good hands. A case manager needs proof that this isn't another charlatan operation. A parole agent needs evidence of effectiveness with minimal drama.
PROJECT TEAM
Creative Director: Adele Berry
Design Director: Deb Harrison
Brand Strategist: Shantini Munthree
Copywriter: John Garber
Motion Design: Razvan Stacescu
Video Editor: Traian Brumusescu