Lauren Peat Bariatric Coaching: Mentoring, Brand and Website
With a mission to become the Jenny Craig of the Bariatric Coaching world, Lauren Peat came to us with plans for global domination.
After initially launching her business, Lauren Peat Health in 2020, Lauren entered the Innovate Whanganui competition, where she was chosen as one of five finalists and mentored over several months by our Founder and Creative Director, Nicola Devine. This mentoring included preparing a presentation for the awards night when judges rated all finalists on a set of criteria and awarded a $10k prize to support the development of the business further. This was managed through the support of Whanganui and Partners who also funded Lauren’s first ‘boost’ to pay for the development of her brand.
As part of the mentoring and brand development process we researched other like-minded brands and inspiration, finding both a naming and visual consistency which we could apply to refining Lauren’s brand.
It was decided to consolidate the naming on the website which had been Peat Health and on Facebook Lauren Peat Health Coach to the more specific Lauren Peat Bariatric Coaching.
A tagline to expand on her offering was created: Your Partner to a Sustainable Wellness Lifestyle.
We also defined her target market of trained professionals such as nurses and teachers, their demographics, dreams and motivations around being able to enjoy their family-orientated life, walking and nature.
The result was a logo with a mix of more personal Signature-style script, mixed with a solid, professional secondary typeface with rounded edges to create an elegant, flowing, approachable but dependable logo.
The colour palate included a dark purple to also represent reliability and professionalism, with a lighter mauve, pops of brighter aqua and a background tone of peach/nude/cream for warmth.
Hero imagery was sourced that reflected a young family, dressed in contemporary clothing, exploring together outdoors in a documentary-style, visually flowing image.
Once the brand had been refined, it was time to review Lauren’s initial website.
There were plenty of opportunities to refine the site’s navigation, site map, wireframing and visuals.
Tanker used a mobile-responsive, multi-purpose WordPress theme with WooCommerce functionality.
We created a taxonomy to nest products and services under: Health coaching and products such as protein and fibre powders, multi-vitamins and supplements, books and accessories.
Additional functionality goodies included adding a Stripe payment gateway, Afterpay payment plan options, shipping for physical products, coupon functionality and of course Google Analytics.
We identified that coaching was booked after personal contact had been made with Lauren, so the home page had a prompt to Get support after weight loss surgery! Request a FREE 15 minute call exclusively with Lauren, linking to a customised booking form.
This was followed on the Home page by a section featuring Bariatric coaching packages; one introducing Lauren; then featured products—to promote best sellers; an embedded audio interview with an Australian Podcast; testimonials and a footer with a sub navigation menu, social media link, T&C and Privacy Policy.
The main shop page was also upgraded with easy-to-click linked image tiles for the main categories, plus featured products, and Bariatric Coaching options.
Nicola’s mentoring and incredible support coupled with the teams’ work transformed my online presence and has boosted our business visually to support the future planning and growth of my business.
The Wrap
After launch, Lauren had a far more optimised website with which to build her empire.
She has used her branding consistently in her promotions to build her following and business recognition.
Team Tanks are excited to watch her and her group of supportive professionals conquer the world with this much-needed service.
