I know I’m not supposed to play favorites with my projects, BUT…

I really love this one.

Probably because I’m the exact target audience: High Achieving Midlife Woman Who Has Her Shit Together. Except When She Doesn’t.

When Jessica Long came to me, she had a DIY website that was fine. But it was designed for an earlier version of her and her business.

Now, she’s launching something new: a breathwork program created specifically for women navigating the overwhelm, expectations, and general WTF-ness of midlife.

She needed a brand and website that could tell that story.

I’m really proud of how we captured what it actually feels like to be in this stage of life. And how Jessica’s program can help women stop white-knuckling their way through it.

Not just another wellness brand

Wellness websites tend to be too woo, too clinical, or so polished and aspirational that you start to suspect everyone involved wakes up at 5 a.m. and drinks something green (or at least pretends to).

We wanted Belong Wellness to feel different.

The goal was to make a woman feel seen from the first sentence, without leaving her stuck in everything that feels hard right now.

We also wanted a woman to look at Jessica and think: I want to feel the way she feels.

That balance between I see you and this is possible for you drove almost every decision we made.

Use the words your clients actually use

One of my favorite sections of the homepage is an animation I created with real quotes from Jessica’s clients, friends, and even some of my own friends.

As you scroll, thoughts begin appearing across the screen:

“I keep waking up at 3am with my mind spinning.”

“I’m trying to hold everything together so my family doesn’t think I’m a lunatic.”

“I don’t feel like myself.”

Rather than plugging in generic wellness pain points, we used the specific, messy thoughts real women are actually having.

When your website can articulate what someone is experiencing better than she can, she starts to believe you might understand how to help her.

Show her what’s possible

With the photography, we wanted Jessica to look aspirational, but approachable. Stylish and confident, but still like a real woman you could imagine talking to.

We wanted women to see Jessica and think, I want to FEEL like that.

Calm. Energized. Present. Fully herself.

Jessica already had fantastic brand photography, which we used throughout the site. But a couple of the images we loved for the homepage and program heroes had the wrong setting. They were shot outside on a hillside surrounded by oak trees, which pulled the brand in a more earthy, outdoorsy direction than we wanted.

So I used AI to remove the original background and place her in a warm, minimalist studio. I didn’t change a thing about Jessica or her pose. But now the setting supported the brand we were building.

Answer the objection before she has to ask

We also had to think about the woman rolling her eyes at the word breathwork.

She might be intrigued by Jessica and she might desperately want to feel better. But she's also thinking:

Is this actually going to do anything?

Is this just meditation with better branding?

Am I going to sit there for 20 minutes thinking about my grocery list?

So instead of avoiding that skepticism, we put it right on the page:

“But I’ve tried meditation and it doesn’t work for me.”

And then we explain, in straightforward language, why breathwork is different.

Your brand should make the right person feel seen

What I love most about this site is that it doesn’t look like every other wellness brand.

Every choice is working toward the same goal: helping the right woman recognize herself in Jessica’s world, and then imagine herself feeling a whole lot better in it.

Your website shouldn’t just explain what you do. It should make the right people feel like you understand them.

Now go check out Jessica’s breathwork program. It’s going to be so good!

Goodies Just For You

WHAT I’M THINKING ABOUT: The novelist Gary Shteyngart on Ezra Klein’s podcast. Ooh this was a good one! The title is The Radical Act of Enjoying This Life. Last summer I saw a little piece Shteyngart wrote for Condé Nast Traveler about Georgian cuisine and how the Georgian people used rich, delicious food as an act of resistance against the grim Soviet regime. Apparently Shteyngart has been thinking a lot about pleasure. He has a whole book coming out about it this fall that I can’t wait to pick up. In the meantime, enjoy this fantastic conversation!

WHAT I’M MAKING: I’ve mentioned this a few times before, but over the weekend, I made Alison Roman’s Blueberry Cornmeal Shortbread Tart and the reviews were 10/10! When a bunch of middle aged ladies all finish their dessert, you know it’s good.

WHO I’M ADMIRING: Ashley Mansour helps service providers turn their thought leadership into bestselling books that elevate their platform and grow their business. She gave a presentation to some of my friends and clients a few months ago about what professional publishing looks like in 2026, and I was really impressed by her expertise. If you’ve ever thought about publishing a book, you should check her out.