01
Audience research & strategy
Our audience research focused on Crafted Liberation’s impact. Our goal was to understand the emotional drivers behind support for this project. We identified two key personas:
- The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
- The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
These insights informed every aspect of our brand strategy, guiding the website and content creation to engage these audiences emotionally and effectively.
01
Brand design & copywriting
The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
01
Brand design & copywriting
The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
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Sun Health Clinic: Designing a Digital Brand & Content System That Drives Bookings
Sun Health Clinic is a doctor-led practice redefining integrative medicine in Sydney. Founded by Dr Veronica Sun and Dr Andrew Sun, the clinic combines Traditional Chinese Medicine (TCM) with Western medical and aesthetic treatments to create a holistic model for health, beauty and longevity.
As the clinic evolved, so did its digital needs.
Sun Health required a brand identity and website experience capable of communicating both clinical credibility and approachable luxury, bridging two worlds that rarely meet.
Our role was to translate this unique model into a cohesive digital brand experience that builds trust, simplifies decision-making and inspires patients to take the first step toward holistic wellbeing.
Note: This design phase was built on the foundation of audience research and growth strategy. For more on how we defined Sun Health’s audience and digital marketing plan, see the Sun Health Research & Digital Strategy case study.
• Clarify Sun Health’s brand positioning and visual identity
• Redesign the website for trust, clarity and conversion
• Create a consistent visual and verbal language across touchpoints
• Build an editable, scalable digital platform ready for growth
The redesign and brand alignment delivered:
- A cohesive identity across holistic and aesthetic services
- Clear differentiation from beauty franchises
- Elevated perceived value and medical authority
- A scalable content production system
- Seamless alignment between brand, website and advertising
- A digital platform designed to convert visitors into patients
1. Cohesion creates credibility
Blending TCM and aesthetics required a unified brand system across design, messaging and digital experience.
2. Simplicity builds trust
Clear, benefit-led communication proved more effective than technical explanations.
3. Design should serve psychology
Every layout decision reinforced authority, reassurance and clarity.
4. Brand & performance must align
The website was designed to support paid traffic and measurable growth.
5. Consistency enables scale
A modular content system ensured long-term brand equity, not just launch polish.
• Brand identity refinement
• Messaging and copywriting
• Website UX strategy
• Web design system
• Webflow development
• Conversion optimisation
• Content strategy and production
• Video content direction
• Social media creative system
• Email marketing framework
• Digital marketing creative assets
Collaborators: Sun Health Clinic / Dr Andrew Sun, Angela Zhou
Strategy & creative direction: Danling Xiao
Website design: Jasmine Duan, Kenneth Bhasme, Richard Ma
Video content production: Ei Ei Mon
Strategy contribution: Mary Walker
Photography: Jason de Plater; Emerald Laser Australia; Aerolase Laser
Explore our work in health, wellness and sustainable brands: reco.net.au/work/health-wellness-sustainable-brands
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