Portfolio
Meet Freedom Franklin
Her Vibe: Magnetic Luxury • Powerful • Grounded • Transformational • Elevated Minimal
From coaches and speakers to salons and med spas, DWM.co has created brands + websites that feel as powerful as the people behind them.
Who she is: Multidimensional Mentor • Spiritual Coach • Blueprint Guide
About the Transformation
For Freedom Franklin, I created a strategic brand and website experience that translated her multidimensional work into a clear, elevated online presence.
The goal was to help her audience immediately understand who she is, what she offers, and how to step into her world through 1:1 sessions, community, courses, and collaborations.
The website was designed to guide visitors through her message with clarity while still preserving the depth and spiritual authority of her work.
This Transformation included:
- Logo suite with primary, secondary, and submark variations, typography, colorway
- Brand strategy to clarify her positioning, message, and client pathway
- Refined multidimensional brand direction into a clear, elevated online presence
- Website experience that made her spiritual work easier to understand and navigate
- Organized offer, community, store, and collaboration pathways
- Page flow for Home, About, Work With Me, Store, Community, and Collaboration
- Positioning as a magnetic mentor, visionary seer, and transformational guide
- Grounded, radiant, quantum, elevated-minimal aesthetic direction
- Messaging that balanced spiritual depth with confident, polished clarity
Morgan Roeder from The Hairpreneur
Her Vibe: Bold • Strategic • Aspirational • Feminine • Modern • Audacious
Who she is: Salon Business Mentor • Passive Income Educator • Stylist Coach
About the Transformation
For Morgan Roeder, the transformation was all about taking her expertise beyond the chair and turning it into a polished, scalable brand built for education, mentorship, and passive income growth.
Her brand needed to speak directly to ambitious hairstylists who want more than a fully booked schedule.
The goal was to position Morgan as a trusted salon business mentor who helps stylists build six-figure passive income companies while still working four days a week in the salon.
This Transformation included:
- Logo suite with primary, secondary, and submark variations, typography, colorway
- Strategic brand direction rooted in beauty, business, freedom, and education
- Brand strategy to clarify her positioning, message, and client pathway
- Refined messaging around passive income, six-figure growth, and working beyond the chair
- Website strategy and designed page flow to support education, mentorship, and scalable offers
- Copy direction that spoke to ambitious hairstylists ready for more income and freedom
- A refined online presence designed to help her feel confident, credible, and ready to grow
- Clear positioning as The Hairpreneur, salon business mentor, and passive income educator
The Studio on El Paseo
Their Vibe: Modern Movement • Community-Driven • Experiential • Sensory • Clean
Who they are: Movement Studio • Art Gallery • Event Space • Wellness Destination
About the Transformation
For The Studio on El Paseo, the transformation was about creating a brand and website experience that could hold every part of the studio’s world: movement, art, wellness, private classes, events, rentals, and collaboration.
The goal was to position The Studio as more than a place to take a class. It became a polished, memorable destination for movement, creativity, community, and meaningful connections on El Paseo.
This Transformation included:
- Logo suite with primary, secondary, and submark variations, typography, colorway
- Strategic brand direction rooted in movement, art, wellness, events, and community
- Brand strategy to clarify the studio’s positioning, message, and client pathway
- Refined messaging around modern movement, intentional wellness, creative expression, and elevated experiences
- Website strategy and page flow to support classes, private sessions, events, rentals, and collaborations
- Copy direction that spoke to locals and visitors looking for a refined, community-driven studio experience
- Offer organization for movement classes, private wellness sessions, event rentals, gallery experiences, and brand collaborations
- Clear positioning as a modern movement studio, art gallery, event space, and community-centered wellness destination
Meet Alex Sabbag
Her Vibe: Unfiltered • Resilient • Elevated • Human • Honest • Authoritative
Who she is: Keynote Speaker • Bestselling Author • Founder • Leadership Consultant
About the Transformation
For Alex’s personal brand website, the transformation was about creating a digital home that could hold her story, her book, her speaking work, and her larger message around resilience and living life, unfiltered.
The goal was to position Alex as a credible speaker, author, and founder while still preserving the raw, human, and unfiltered quality that makes her voice shift the room.
The website needed to feel polished enough for bigger opportunities, but personal enough for people to feel connected to the woman behind the work.
We also created an offshoot consulting website for Alex Sabbag, designed specifically for her luxury hospitality and corporate wellness work. This separate online presence positioned her as a strategic partner for hotels, retreat spaces, wellness environments, and organizations looking to create more meaningful, memorable, and human-centered experiences.
This Transformation included:
- Logo suite with primary, secondary, and submark variations, typography, colorway
- Personal brand strategy rooted in resilience, freedom, leadership, and grounded authority
- Website strategy and page flow to support speaking, authorship, media, and connection
- Refined messaging around Alex’s story, voice, and lived experience
- Copy direction that balanced emotional honesty with professional credibility
- Positioning that elevated Alex as a speaker, author, founder, and leadership voice
- Strategic page direction for her home, about, book, speaking, and contact pathways
- Visual direction that felt bold, refined, human, and deeply grounded
- A polished online presence designed to help her feel credible, clear, and ready for larger visibility opportunities
- Clear brand language that made her story feel powerful, relevant, and easy to connect with
J. Italia Salon & Co.
Their Vibe: Welcoming • Warm • Feminine • Personal • Refined • Approachable
Who they are: Boutique Salon • Beauty Destination • Modern Hair Studio
About the Transformation
For J Italia Salon & Co, the transformation was about creating a easy to navigate and intentional online presence that reflected the warmth of the salon experience while making the brand feel elevated, trustworthy, and easy to connect with.
The final direction gave the salon a refined digital presence that felt boutique, beautiful, and welcoming without feeling overly trendy or generic.
This Transformation included:
- Website strategy and designed page flow to feature their two locations and growing team of stylists
- Brand voice aligned copy for a welcoming boutique salon experience
- Local SEO integration
- Service organization to make the salon's website easy to explore
- A refined online presence designed to support trust, inquiries, and bookings
- Clear positioning as a welcoming boutique salon with a modern beauty experience
Madison Main Wellness & Aesthetics
Their Vibe: Refreshing • Feminine • Restorative • Personal • Trustworthy
Who they are: Aesthetics Studio • Wellness Destination • Modern Beauty Clinic
About the Transformation
For Madison Main Wellness & Aesthetics, the transformation was about optimizing the client journey into a clear, elevated website experience that made their wellness and aesthetics services feel simple to understand and easy to book.
The final website helped clients explore treatments, understand their options, and take the next step with more confidence.
This Transformation included:
- Website strategy and a designed page flow to highlight their wellness and aesthetic services
- Brand voice-aligned copy for a warm, feminine, and trustworthy client experience
- Local SEO integration for their location and core services
- Service organization to make treatments easy to understand and explore
- A refined online presence designed to support trust, education, inquiries, and bookings
- Clear positioning as a modern wellness and aesthetics destination with a personal, approachable feel
Elizabeth from Soma Sage Studio
HerVibe: Grounded • Healing • Intuitive • Calm • Nurturing • Soothing
Who she is: Massage Studio • Somatic Healing Practice • Restorative Wellness Space
About the Transformation
For Soma Sage Studio, the transformation was about creating a calm, grounded, and intuitive online presence that reflected the deeply supportive nature of the client experience while making the services feel clear, approachable, and easy to book.
The final direction gave the studio a soothing digital presence that felt nurturing, intentional, and rooted in nervous system support without feeling clinical, vague, or overly wellness-trendy.
This Transformation included:
- Full brand strategy and visual direction rooted in calm, intuitive, body-based healing
- Brand DNA, messaging, and positioning to clearly communicate the depth of the Soma Sage Studio experience
- A full logo suite, color palette, typography, and brand visuals designed to feel grounded, nurturing, and intentional
- Website strategy and a designed page flow to make services easy to understand, explore, and book
- Brand voice-aligned copy for a calm, trustworthy, and supportive client experience
- Local SEO integration for therapeutic massage, somatic healing, and nervous system support in Carmel, Indiana
- A refined online presence designed to support trust, connection, inquiries, and bookings
OnPoint Health
Their Vibe: Modern • Trustworthy • Grounded • Supportive • Innovative
Who they are: Modern Wellness Clinic • IV Therapy Studio • Functional Health Practice
About the Transformation
For OnPoint Health & IV Therapy, the transformation was about creating an easy-to-navigate and intentional online presence that reflected the quality of their care while making their wide range of health, wellness, and aesthetic services feel clear, trustworthy, and easy to explore.
The final direction gave the practice a modern digital presence that felt professional, approachable, and whole-person focused without feeling cold, clinical, or overly corporate.
This Transformation included:
- Full brand strategy and visual direction for a modern, trustworthy wellness practice
- Brand DNA, messaging, and positioning to clearly communicate their whole-person approach to care
- A full logo suite, color palette, typography, and brand visuals designed to feel clean, professional, and approachable
- Website strategy and a designed page flow to organize their health, wellness, IV therapy, aesthetics, and education services
- Brand voice-aligned copy for a supportive, knowledgeable, and reassuring client experience
- Local SEO integration for their core services and location
- A refined online presence designed to support trust, education, inquiries, and bookings
The Industry Salon & Co.
Their Vibe: Down-to-Earth • Editorial • Cool -Girl • Confident • Modern
Who they are: Boutique Salon • Editorial Hair Studio • Modern Beauty Space
About the Transformation
For The Industry Salon Co., the transformation was about creating an easy-to-navigate online presence that captured the salon’s down-to-earth energy while bringing in a more editorial, modern, and confident digital experience.
The final direction gave the salon a website that felt cool, grounded, and visually strong without losing the personal warmth that makes their client experience feel so approachable.
This Transformation included:
- Website strategy and a designed page flow to highlight their salon experience, services, and team
- A “Meet the Team” feature to introduce their stylists and make the brand feel more personal
- Brand voice-aligned copy with a confident, welcoming, and down-to-earth tone
- Local SEO integration for their salon, services, and location
- Service organization to make the website easy to explore and book from
- A modern online presence designed to support trust, connection, inquiries, and bookings
Verve Beauty Pro
Their Vibe: Modern • Sleek • Confident • Beauty-Forward • Professional
Who they are: Online Extension Store • Professional Hair Extension Shop
About the Transformation
For Verve Beauty Pro, the transformation was about creating a modern online shopping experience that made their hair extension products feel elevated, easy to browse, and aligned with the quality of the brand.
The final direction gave the brand a sleek digital presence that felt professional, beauty-forward, and easy to shop, while creating a more seamless path from product discovery to purchase.
This Transformation included:
- Website strategy and a designed page flow to support product education, shopping, and conversion
- Shopify integration with Showit to create a more custom, elevated online store experience
- Brand voice-aligned copy for a confident, professional, and beauty-focused customer experience
- Product organization to make the extension shopping process easy to understand and explore
- A modern online presence designed to support trust, product sales, and customer confidence
- Clear positioning as a professional online extension store with a sleek, beauty-forward shopping experience
Dermalogix Skin Therapy
Their Vibe: Moody • Professional • Clean • Confident • Elevated
Who they are: Aesthetics Studio • Skin Therapy Clinic • Modern Wellness Practice
About the Transformation
For Dermalogix Skin Therapy, the transformation was about creating a modern online presence that reflected the quality of their treatments while making their skin, wellness, and aesthetic services feel clear, trustworthy, and easy to explore.
The final direction gave the brand a moody, clean, and professional digital presence that felt elevated and results-focused without feeling cold, generic, or overly clinical.
This Transformation included:
- Mini brand kit with refined visual direction, color palette, typography, and brand styling
- Website strategy and a designed page flow to organize their skin therapy, wellness, and aesthetic services
- Brand voice-aligned copy for a professional, confident, and trustworthy client experience
- Service organization to make treatments easy to understand, compare, and book
- Local SEO integration for their core services and location
- A clean online presence designed to support education, trust, inquiries, and bookings
Missy Waller from Waller Home Interiors
Her Vibe: Inviting • Intentional • Classic • Comfortable • Refined
Who she is: Interior Design Studio • Home Styling Service
About the Transformation
For Waller Home Interiors, the transformation was about creating an easy-to-navigate online presence that reflected their eye for beautiful, functional spaces while making her services feel approachable, organized, and easy to connect with.
The final direction gave the brand a warm and refined digital presence that felt thoughtful, home-centered, and elevated without feeling overly formal, trendy, or out of reach.
This Transformation included:
- Website strategy and a designed page flow to highlight her services, portfolio, and design approach
- Brand voice-aligned copy for an inviting, thoughtful, and professional client experience
- Portfolio organization to make her work easy to browse and understand
- Local SEO integration for her interior design services and location
- A refined online presence designed to support trust, inquiries, and client connection
- Clear positioning as an approachable interior design studio creating beautiful, functional spaces for real life
book a call
If your brand or website feels ready for its next era, but you’re not sure which direction makes the most sense yet, start by booking a call.
We’ll look at where your business is now, what feels outdated or disconnected, and what would create the strongest shift in how your brand is seen, felt, and trusted online.
From there, I’ll guide you toward the best next step, whether that’s a strategic brand refresh, a custom website, or a full brand and website transformation.
Ready to see what your brand could become?
Book a call and let’s map out your next move.
