Brand & Website Proposal
For Wellness with Serena
Everything you need to know about building your Mediterranean wellness brand, online and ready for members.
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Everything you need to know about building your Mediterranean wellness brand, online and ready for members.
ScrollHello Serena, thank you for reaching out. From the moment we heard what you're building, it was obvious this isn't just another nutrition offer. It's a genuinely different way of thinking about weight loss: rooted in gut health, Mediterranean living, and long-term results, instead of the yo-yo diet cycle so many women are exhausted by.
This document walks you through exactly how we'd bring Wellness with Serena to life: the brand identity, the website, the membership and booking system your programme needs, the sitemap, the investment, and what working together actually looks like week to week. We want to be clear, honest and upfront about all of it.
— Inge Loock, Creative Director at Studio Loock
You don't need to eat less to feel lighter.
That's not just a caption. It's the whole brand. Every other weight-loss programme sells restriction. Yours sells a sun-warmed table in Puglia, a group of women who show up for each other, and a way of eating nobody has to white-knuckle through. Our objective is to give that idea a brand, a website and a membership experience that finally matches it.
Studio Loock is a creative agency built around three connected disciplines: branding, websites and SEO. A business rarely has a problem in just one of them. We're led personally by Inge Loock, working directly with a small team of trusted specialists rather than handing your project off to strangers.
We think about the whole ecosystem: brand gives a business its identity, the website turns that identity into an experience, and SEO makes sure the right people actually find it. For Wellness with Serena, that means the brand, the site and the membership system all need to work as one story, not three separate deliverables.
One example of the level of craft your project will receive: Studio Loock delivered Loyal Crush, a cruelty-free beauty brand, end to end: brand identity, website and a templated social content system their own team could run. This is the same full-service thinking we'd bring to Wellness with Serena.
Loyal Crush: brand identity, website & social content system, end to end, by Studio Loock
$3,000 AUD + GST
A brand built to feel like the retreats themselves: warm, unhurried and rooted in the Mediterranean table rather than the diet industry. This is the foundation everything else gets built on.
Estimated Timeline
3–4 weeks, run alongside the website build
A Zoom working session on your audience, philosophy, offer structure and the retreat vision.
A look across the wellness and nutrition space to find the space you can credibly own.
Colour, texture and imagery direction rooted in Puglia, olive groves and linen, not clinical wellness clichés.
Positioning, audience, tone of voice and visual inspiration in one reference.
Wordmark plus a submark/monogram, with two concepts to choose from.
Sun-bleached terracotta, olive, Aegean blue and linen, with fonts to match.
Everything your future team, photographers and designers need to stay on-brand.
Optional Add-on
A curated imagery direction for your brand (sourcing, styling and treatment guidance for your own retreat and lifestyle photography) plus a set of branded Canva templates for Instagram tiles, stories and highlight covers, so your content stays on-brand without a designer on call.
$1,000 + GST
Your audience is exhausted by restriction. They've done the clinical meal-plan apps and the before/after ad campaigns. The brand opportunity is to look and sound like the opposite of that: a lifestyle they step into, not a programme they endure. So the visual language leans toward sun-washed, editorial photography over stock wellness imagery; olive branches and linen textures over medical iconography; and the Italy retreats become the brand's north star image, not an afterthought bolted on at the end.
The Brand Would Say
"You don't need to eat less to feel lighter."
"This is a table, not a programme."
The Brand Would Never Say
"Fast results guaranteed."
"Cut carbs, cut weight."
Membership, Login & Booking
A gated area for your monthly 7-day meal plans, coaching call replays and community resources, visible only to paying members.
Online scheduling for your fortnightly live coaching sessions, synced to your availability.
An enquiry and deposit-collection flow for the Australian and Italy retreats, built for members first.
New monthly meal plans released to members automatically, on your schedule.
A simple CMS is included throughout, so you can update meal plans, blog posts and podcast episodes yourself. One honest note: the membership and booking piece is genuinely new development, not routine maintenance. We'll map your ideal member journey together and confirm the right platform (Memberstack, Circle, Mighty Networks, or a custom build) before locking in its exact scope and investment.
Loyal Crush: Website Design & Development by Studio Loock
Included In This Build
Clean site structure, XML sitemap, meta titles & descriptions, and mobile-first performance.
So you can see what women are actually searching to find you.
Schema markup for your programme pages, recipes and podcast, so search engines understand what they're looking at.
Where We'd Go Next
Gut health, Mediterranean living and long-term weight loss are genuinely searched terms, so your recipes and blog can be built to answer them, not just fill a page.
A recipe and podcast hub gives you the depth needed to be understood as a real authority, by Google and by AI-powered search.
We don't guarantee rankings or AI-answer placement. Nobody credibly can. We follow what the evidence says works, and adjust as search evolves.
We don't disappear after launch, and we don't call something finished until you're genuinely happy with it.
Built into every package, so first drafts can be honestly first drafts.
A CMS walkthrough and documentation, so you're never locked out of your own site.
Optional care plans keep security, backups and performance looked after long after launch.
Creativity takes time. For every concept we create, there are hours of research, moodboarding and testing behind the scenes. Our pricing accounts for the work you don't see, not just the file you receive.
We know how our skill and experience matches up within the industry, and we price fairly for clients while still asking what we know we're worth, especially for the level of design cohesion a brand like yours needs.
Strategic design makes a real impact on your business, from turning followers into members to making the retreats feel like the premium experience they are. That value is reflected in the price.
A brand and website built properly the first time means less rebuilding later. As your membership grows, the foundation scales with you instead of holding you back.
Roughly 6–8 weeks from kickoff to launch, depending on revisions and how we scope the membership piece.
A Zoom deep dive into your audience, philosophy, offer structure and the retreat vision, before we sketch a single idea.
Two brand directions presented together, with colour palette, fonts and logo concepts, so we can refine and finalise.
The site build begins on the approved brand, while we map the exact membership and booking scope together.
Two rounds of revisions, testing across devices, and a walkthrough of your new CMS before we go live.
$9,000 AUD + GST
Starting investment, itemised below
The membership portal, login area and booking system are scoped separately once we've mapped your ideal member journey together. This keeps you from paying for platform features you may not end up needing.
Not included in this package
| Care Feature | Essential | Professional | Managed |
|---|---|---|---|
| Security & monitoring | Basic | Advanced | Advanced |
| Software & core updates | ✓ | ✓ | ✓ |
| Backups & verification | Automated | Off-site + restore test | Disaster recovery |
| Performance & SEO monitoring | Basic uptime | Advanced + Search Console | Staging environment |
| Forms & email delivery testing | ✓ | ✓ | ✓ |
| Priority support & reviews | Not included | Priority support | Quarterly review |
| Included content allowance | 30 mins/mo | 1 hr/mo | 2 hrs/mo |
None of this is required, and none of it is priced here. These are simply services we're happy to quote whenever they're useful to you.
Turning your recipes and podcast into a real source of organic traffic.
For programme pages, retreat pages or blog content, in your voice.
New landing pages as your offers grow: retreat-specific pages, seasonal promotions and more.
Extending your Canva system as your content needs grow.
If and when you want to grow beyond organic reach.
Moving from Essential to Professional or Managed as the membership scales.
"We believe good work comes from rest, not burnout, so we've built boundaries into how we work, for your sake as much as ours."
We'll mainly use email to keep tasks, due dates and conversations in one place. If anything's urgent, you'll always have the option to message via WhatsApp.
Monday to Friday, 9am–5pm (AEST). Weekends are our time to switch off, so we don't work on client projects unless it's urgent or close to a deadline.
Two monthly meetings are included to discuss briefing and requirements. Any additional time is billed hourly.
Two rounds of revisions are included before final delivery. Additional revision sessions are billed at $120/hour.
Wellness with Serena is engaging Studio Loock as an independent contractor for a brand and website package.
Fees to Studio Loock are due in accordance with the pricing table above. Invoices are sent at the dates outlined in the payment plan and are due within 3–5 days of invoice.
Studio Loock and Wellness with Serena must work together to complete deliverables in a timely manner. If briefs or content are not delivered promptly, Studio Loock is not responsible for delays this causes.
Studio Loock reserves the right to assign trusted subcontractors to this project to ensure the right fit and on-time completion.
Additional fees may apply if the client requests changes to the agreed scope and objectives. Extra hours outside scope are billed at $120/hour.
The risk as to the quality and performance of the project sits with Wellness with Serena. Studio Loock is not liable for lost profits or incidental damages arising from operation of the site or membership platform.
Wellness with Serena guarantees that any elements supplied for the project are owned by, or permitted for use by, Wellness with Serena.
Studio Loock retains the right to display the completed brand and website as an example of its work in its portfolio.
This proposal constitutes the sole agreement between Studio Loock and Wellness with Serena. Additional work must be authorised by a written change order.
Either party may terminate this agreement with two weeks' written notice. Wellness with Serena remains liable for all work completed to that point.
We hope this gives you a clear picture of the brand, the build, and how working together would go. Before we move forward, a few quick questions. Just reply by email so our team knows we're ready to get started.
Are you happy with everything included? Any questions, or changes you'd like to make?
Does the investment work with your budget, and are you comfortable with one of the payment plans above?
Does the estimated timeline work for you, and are there retreat dates or other commitments we should plan around?
Ready for us to send an invoice, so you can pay your deposit and lock in your spot on the Studio Loock calendar?
We loved hearing about what you're building, Serena: the retreats, the community, the whole idea of a Mediterranean table instead of another diet. We'd be honoured to bring it to life with you.
Warmest regards,
Inge Loock
Creative Director
