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Francesca Sauls | Creative Director & Strategist(@ethosbydesign_)'s profile avatar HD Profile

Francesca Sauls | Creative Director & Strategist

@ethosbydesign_

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Brand & Web Design
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Website Atelier is for founders who value clarity, restraint, and thoughtful execution. If this feels aligned, details are at the link in my bio. by @ethosbydesign_
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9 months ago
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Website Atelier follows a focused, guided process designed for clarity and ease. An intentional build, from alignment to launch. by @ethosbydesign_
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9 months ago
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Recent work from the Atelier. by @ethosbydesign_
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9 months ago
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A logo should not stay small when the business grows. This logo evolved as Clare’s business did. We began with a foundational launch mark, designed to confidently get her clinic and website live. As she scaled into a larger location, added staff, and expanded her presence, the brand needed to work harder in the real world. This refresh focused on clarity, legibility, and visibility at a distance. Whether someone is booking online or driving by, the clinic is instantly recognizable. Versatile design is not just aesthetic. It is a growth feature. by @ethosbydesign_
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8 months ago
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Most founders think a flood of referrals are proof they’re ready for the next level. They’re not. Referrals are proof that expectations have changed. That’s the part no one really talks about. When someone is sent your way by a trusted source, they’re not evaluating you from scratch. They’re evaluating whether everything about you holds up. Quietly, quickly, and often subconsciously. And for a lot of founders, that’s when an uncomfortable realization shows up: Not “I’m not good enough.” But “What represents me isn’t keeping pace anymore.” This moment doesn’t mean something is broken. It usually means you’ve moved forward faster than your brand has. I see this most often with founders who are: • already doing good work • already trusted • already operating at a higher standard The work is solid. What feels off is everything around it. If this resonates, you’re probably not behind. You’re just in a transition most people don’t name until it becomes stressful. And if you’ve been feeling that pressure lately, you’re not alone. by @ethosbydesign_
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8 months ago
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When Clare found me, she was four weeks out from opening her clinic. A fellow board member called to say she knew someone in her network starting a functional medicine clinic. Could I help? Clare had just left oncology to open her own practice. She had the expertise, the space, the vision. But her website wasn't ready. And she didn't have time to piece it together herself or wait 12 weeks for a traditional agency. She had taste. She knew what good design looked like. She just needed someone who could deliver it fast without cutting corners. We worked together over three short Zoom calls, no more than 30 minutes each. Design reviews, adjustments, refinements toward her vision. Less than a week later, she had a website that reflected the caliber of care she was offering. Not a placeholder. Not "good enough." A brand that made her look like the competent, credible professional she is, before the first consultation even started. "Thank you so much," she wrote. "I would be totally lost without you." That was a year ago. Last week, I attended the ribbon cutting for her upgraded clinic location. Polished. Minimal. Thoughtfully designed for beauty, patient comfort, and function. When I arrived, Clare gave me a hug and introduced me to her guests with pride, telling them about the website our agency designed. Then she pulled me aside and said, "I couldn't have done this without you." She didn't just mean the website. She meant the SEO that brought in new clients. The conversion optimization that turned visitors into discovery calls. The branding that gave people driving by her clinic the confidence to walk in. In one year, she built a profitable practice, added a nurse practitioner to her team, and is preparing to bring on two more. Her website? It's been working hard for her. On average, her site converts at 12% (visitors to clients) and 16% (visitors to discovery calls). Most websites convert at 2 to 5%. This is what happens when a founder has clarity, momentum, and a brand that reflects the level they're already operating at. by @ethosbydesign_
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8 months ago
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Most wellness founders don't realize their website is costing them credibility until a referral comes in and they hesitate to send the link. After working with 60+ health and wellness brands, I've seen the same pattern. It's the gap between the level you're operating at and what people see when they land on your website. You've raised your prices. Your clients are more discerning. Your expertise has deepened. But your website? It still looks like the version of you from two or three years ago. And the worst part isn't that it's outdated. It's that you can see it. You have the taste to know something's off, but not the time or bandwidth to fix it yourself. This is the moment most of my clients reach out. Not because they're panicking, but because they've crossed the line where "good enough" stopped being acceptable. If that's where you are, you're not behind. You're in transition. And your brand is ready to catch up. by @ethosbydesign_
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8 months ago
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A fresh identity for a brand rooted in renewal, beauty, and evidence-based care. by @ethosbydesign_
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8 months ago
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A proven system almost broke me. Not because it was bad. But because it wasn’t built for me. I followed the playbook. Did what I was “supposed” to do. And slowly stopped trusting myself in the process. What I learned the hard way: A model can work for others and still be wrong for you. Especially when your work is built on discernment, trust, and presence, not speed or volume. If any of this feels familiar, you’re not behind. You might just be misaligned. by @ethosbydesign_
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8 months ago
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Some brands don’t just sell products. They sell a point of view. This was a research and inspiration day inside RH, formerly known as Restoration Hardware—photos, notes, and a close study of how luxury brands create trust without noise. RH doesn’t rely on urgency. They design environments. You don’t feel pushed. You feel invited. Room by room, they show you who you could be inside the brand. Not through promises, but through presence. I’ve admired RH for years, and visits like this remind me why. Not because of what they sell, but because of how deliberately they make you feel. As a web design and brand strategist, this is the lesson I keep returning to: Luxury brands don’t chase attention. They become the space the right clients want to enter. More observations to come. by @ethosbydesign_
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9 months ago
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This is a reflection on something I had to learn the hard way. Just because advice is proven doesn’t mean it’s aligned. Especially if you’re building a business around presence, discretion, and trust by @ethosbydesign_
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9 months ago
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I spent years doing everything I was supposed to do for anxiety and depression. And I kept getting worse. I wrote about what that taught me, and why it changed how I think about mental health and healing. Read the full story at the link in my bio by @ethosbydesign_
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9 months ago
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