SHERI SALATA

Woman with blond hair and pink lips in front of a bush. Banner image from her website. Left side is panel of text talking about Sheri Salata as a Transformation Doula.

Creative
Consultant*

the architect of the Salata universe

•

the architect of the Salata universe •

I worked with Sheri to build her a new website and brand to contain and visually express the Sheri Salata universe.

Sheri Salata is a world-renowned spiritual teacher and former executive producer of The Oprah Winfrey Show.

What was our objective?

We knew we had to create a digital container that could not only house the Universe and feel like Sheri – but also communicate her 20+ years of experience walking alongside the industry’s experts.

In order to do so, we had to overcome the following:

Bootstrap branding: as a result of rapid growth Sheri’s existing brand had multiple styles, character illustrations, and an overall outgrown aesthetic.

Website friction: true to start-up form, Sheri’s website was running on four different platforms, contained broken links, had too much or too little copy, and prevented the user from seamlessly transitioning between offerings.

Imposter syndrome: Sheri is among the top market leaders however her lack of professional photos, reliance on copy, and singular focus on relatability were preventing her from claiming her place as an authority in this space.

Eight thumbnails, two rows of four, of portrait images from Sheri Salata's brand. Includes her ebook, course pages, facebook community, instagram channel and previous website pages.

How did we position her?

How it started: Shaman Sheri, your BFF and fairy godmother.

After a deep-dive into the market leaders: Brené Brown, Danielle LaPorte, Gabby Berstein, and Sonia Choquette – we decided to focus on the unique pairing of Sheri’s accessibility and expertise. Therefore, making her successful career, lived enlightenment, and fun personality the foundations of her new brand.

How it ended: The Kelly Clarkson of spirituality. Universally loved, incredibly human, and gracefully a big deal.

WHAT DID WE ACHIEVE?

We created a brand that communicates Sheri’s expertise, stands out in the market, and embodies expansion.

  • Sheri Salata headshot from her new homepage. A woman with blond hair, pink lips, and blue scarf in the countryside. Likely Italy.

    A Visual Identity of Authority

    Sheri’s demographic is 45+ it was important to make her brand feel fresh, legible, and trustworthy. We wanted to establish her as an expert outside of Oprah.

    • showing rather than telling of Sheri’s 20+ years of expertise

    • on-trend wordmark paired with the palette from Sheri’s book

    • the content organization and use of colour blocking are next level sleek

  • Little girl on a deck chair wearing an blue checkered swimsuit with a white ruffle trim. Little girl has white blonde hair that is blowing in the breeze.

    Encapsulated Sheri's Big Personality

    In order to brand Sheri Salata as the girl from the Midwest girl who walked this amazing path out of nowhere, we had to keep it bold, dynamic, and accessible.

    • bold accent colors of cherry and blue

    • bubbly font, arched subheads, and diamond decals to keep it playful

    • use of childhood photos, selfies, and instagram photos

  • A woman with blonde hair, somewhere tropical in the water with her hands on the pool edge.

    A Brand With Room For Growth

    The rebrand and site were designed with simple brand guidelines and templates so that new assets can be created with ease.

    • ability to launch new offerings, with visual consistency

    • transferable templates to third-party platforms such as Canva

    • seamless user experience within the Universe

BEFORE

& AFTER

Just under this paragraph is Sheri’s Book page on her previous site and to the right in the arched frame is a teaser of the new one.

Four pictures of Sheri's book cover. The Beautiful No.
Arched frame showing a portion of Sheri's newly designed book page. A dog thumbnail for the Hardback, three women laughing for the audiobook, and the book on wood slates for the paperback. Quote with a headshot of an Indian man, Deepak Chopra.
Woman holding a pair of glasses in one hand and a book in the other. In studio with a microphone in front of her.

“Did someone say website/brand doctor? That's what I went to Justine for + received so much more than that. I got a whole new brand identity, cohesive brand story + design that is sooo ME. I cannot say how much I love Justine's work, her process, and her talent. Well, yes I can, she's awesome.”

Sheri Salata, Founder of Salata + Co.
Transformation Guide, Author, Speaker, Producer

Four book covers. A mustard one with a lion's nose for Born Free, a purple one with a magenta circle and a yellow circle overlapping for Childhood's End. An olive green one with a bullseye target for Dam Busters

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