When Life Pivots, So Does the Work:
The Story of Dreaming Tree

During the pandemic, while navigating remote work, homeschooling, and a world in collective grief, I launched Dreaming Tree—a grief and loss life coaching practice. As both the coach and the designer, I built the brand from the ground up.

The visual identity was a deliberate departure from the soft pastels typical of wellness brands. I wanted the first impression to speak to hope and healing, not infirmary. California poppies became the visual anchor—bold, alive, and deeply connected to home. For clients grieving from all over the world, they were a reminder that life goes on.

I designed and built a multi-page Squarespace website, including brand identity, photography curation, and all copywriting.

I developed a five-template weekly social content system for Instagram, deployed on a monthly cadence. Each template was purpose-built for a distinct content type—testimonial, expert quotes, inspirational, grief and loss call to action, and an unscripted Friday post for lighter, spontaneous content—while maintaining a cohesive visual identity across all five. All post copy was written in-house.

I designed and wrote a branded email newsletter in Squarespace Email Campaigns, extending the Dreaming Tree visual identity into a new format.

Additional supporting materials including ads, flyers, reels, and videos were also created as part of the overall marketing effort.