whole-body wellness

THE CHALLENGE
As wellness shifted toward everyday recovery and proactive care, Elements had outgrown a massage-only category. Guests were already combining massage, stretch, and skincare, but the brand had not caught up.

THE IDEA
Together, we repositioned Elements around Whole-Body Wellness—bringing its services into one cohesive experience and making it easier for guests to see care as a personalized, ongoing routine.

MY ROLE
As Creative Director, I led the positioning and creative direction from concept through launch. I guided the team and stayed hands-on in campaign development, art direction, and design—directing the brand photo shoot and translating the platform across national awareness, social, influencer, CRM, digital, in-studio, and out-of-home work.

THE IMPACT
The work broadened Elements’ relevance for a wellness-minded audience, creating a clearer path to cross-service discovery, membership, and loyalty. It also helped drive trial of newer offerings and membership growth following the Spring 2025 launch.