The Backstory
Kristin is a clinical yoga therapist and yoga teacher. Her focus is private online sessions, along with corporate trainings and group retreats.
Kristin was meeting wonderful people at classes, workshops, and events, but when they asked how to learn more or work with her, she had nowhere to point them. She also had a trademark coming up for final approval that required an online presence. So it was officially time for a digital home.
The Problem: one business, two very different audiences
Kristin's work sits at a crossroads. She serves the general public, and she also works with medical professionals. Her website had to speak to both of them at once.
Audience 1: The clinician.
For medical professionals, the site had to read as credible at first glance. Kristin works hard to legitimize yoga therapy in the medical world, and a site that looks like every other yoga site could undo that before anyone reads a word.
Audience 2: The person who's hurting or curious.
For someone with a health challenge or a wish for mentorship, the site had to feel warm and safe, like an open door. Kristin's words were "clinical, but with compassion and consciousness".
What we did
The big question was how to hold clinical and compassionate in the same space. Here's how we got there.
The color palette
Since Kristin wanted to move away from earth tones and the classic yoga palette, we built the look around soft blue, beige and warm light backgrounds. Blue signals trust, calm, and clarity, so it works for the clinician and the person who's nervous about reaching out. Plenty of warm white space keeps it airy and peaceful rather than sterile.
The botanical illustrations
Instead of lotus flowers and sunsets, we went with botanical illustrations, the kind that capture that "science of nature" type of vibe. Yoga often uses a lot of botanical references in poses, sutras, and teachings, and that’s what inspired Kristin to name her business The Holi Land. In her words, it’s “the sacred space of beingness we share with nature and can see in its design. A living temple.”
Copy that's clear and still sounds like her
Kristin is a beautiful writer, and her words are lyrical. For the web, we used a proven page structure and tightened things up so visitors get the point quickly, while keeping her unique voice.
The tech stuff
A few more things we’ve worked on:
SEO essentials so that the site is discoverable by Google
domain connection
contact form setup
The result
That’s how we turned "I need a place to send people" into a website Kristin is proud to share. The Holi Land is live on Squarespace, and it strikes a balance: professional enough to build trust with a clinical audience, but never cold or sterile - still warm, human, and true to who Kristin is as a practitioner.
You can see the finished site here: www.theholiland.org
In Kristin’s words:
“Working with Gery was one of the best decisions I have ever made. ... Gery made the process of bringing my website to life absolutely painless. ... what she helped me to create was beyond my wildest dreams. My site is a work of art, as well as the single best guide I could give to who I am and what I do. ... I remembered the passion and purpose that inspired this whole journey in the first place, and I fell back in love with my path.”
— Kristin Ashley, The Holi Land
Thinking about your own website?
If you're a practitioner with a lot of heart, a lot of training, and no digital home that reflects either, I'd love to talk.
