Mental health practitioner, sailor, and yoga instructor, Andrew Belcher, LICSW, had a vision beyond one-on-one therapy. Based in Providence, RI, he wanted to create a space where therapy, movement, and mindfulness converged into a community grounded in wellness. To bring this vision to life, he needed a cohesive brand strategy that would articulate his mission and support future growth.

Over a three-month sprint, we created the new brand, Middle Way Wellness. Through founder workshops and in-depth user interviews, we distilled and validated Andrew’s vision, mission, and values into a compelling brand platform. We crafted a distinctive visual and verbal identity and refined the brand’s positioning through website copy that speaks directly to his expanding audience.

Agency: Alice Creative
Client: Middle Way Wellness