Breathing Life Into a Wellness Brand, Community, and App
Breathpod is one of the UK’s leading breathwork brands, known for blending music, science, and community to support mental health and performance. WellWell came on as a Fractional Marketing Director for six months to guide a full rebrand and marketing transformation.
↺ LONDON, 2024
RESULTS
☼ Full-funnel marketing strategy from brand awareness to community engagement and user acquisition.
☼ Thousands of app sign-ups and early adopters before the release.
☼ Designed and built a new website, elevating the startup’s digital presence.
☼ Migrated mailers to Beehiiv with an automated system to support growth.
☼ Increased social media visibility with improved content pillars and systems.
THE BRIEF
As Breathpod prepared to launch their first app and grow beyond Instagram, they retained WellWell to guide a strong visual refresh and take lead on strategy: clarifying positioning, building internal systems, and aligning web, app and content so the brand could scale without losing emotional depth and recognition.
SCOPE OF WORK
○ Full Brand Audit & Strategy ○ New Squarespace Website ○ App Strategy & Content Architecture ○ Art Direction and Brand Shoot Production ○ Newsletter Creation and Automation ○ Social Media and Content Systems ○ Brand and Visual Identity Guardian
OUR APPROACH
We embedded as the third member of the core team and fully immersed ourselves in Breathpod’s world—joining live sessions, attending a day retreat, and working through the book to understand the practice from the inside out. From there, we led a comprehensive brand and marketing reset.
We audited the existing brand and channels, then developed a clear strategy that connected awareness, community, and app acquisition. We partnered closely with an in-house designer and external creatives to evolve the visual identity, art direct and produce two photoshoots, and build a refreshed website aligned with the app experience.
In parallel, we advised on the app build and content architecture, created email and social systems, and built a launch roadmap that positioned Breathpod as a trusted daily companion. With a lean internal team and an ambitious vision, we acted as a hybrid of strategic lead, brand guardian and marketing operator—bridging product, storytelling, and digital presence.
IMPACT
Breathpod emerged from the engagement with a strong brand and marketing foundation that matches the quality of its work: emotionally resonant, visually distinctive, and built to support long-term growth.
REFLECTIONS
Brand-building is rarely linear. It takes pivots, decisions, and space to think clearly. But with the right guidance, even the most chaotic launch can lead to resonance and real growth.
CREDITS
Photography and Graphics by Henry Kim
Photography by Calum Douglas
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