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J.Drews

@j.drewsdraws

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Branding + strategy for wellness businesses
🇨🇦 + 🇺🇸
🌿@jaiastudio.agency
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New York City is an advertising fever dream, and I mean that as a compliment. The artwork of the city isn’t only inside its galleries. It’s in the architecture, giant advertisements, old signage, storefronts, subway tiles and businesses with completely different stories packed into the same block. There’s so much competing for your attention that it should all become visual noise. A lot of it does. But then one building, ad or tiny design detail makes you stop. As a designer, I find that balance incredibly interesting. Good design isn’t always about making everything quieter. Sometimes it’s about creating enough order within the chaos that the right thing still gets noticed. That’s mostly how I experienced New York: looking at why certain things disappeared into the city and why others stayed with me long after I’d walked past them. What catches your eye first in a city: the architecture, the signage or the advertising? #NewYorkDesign #DesignInspiration #AdvertisingDesign #BrandDesigner #ArtDirection taken in Manhattan, New York by @j.drewsdraws
1
a month ago
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Hi, I’m Jen, and I run a creative business called @jaiastudio.agency Lately, I have been thinking a lot about how different this job looks from even two years ago. There are new tools every week. Clients are trying to move faster. New businesses are being built everyday. And everyone is trying to figure out what AI means for the way they create, market and run their business. It’s been a lot to keep up with. But it has also helped me really refine what I do, and figure out the work that I love. Making something pretty by itself - isn’t really the goal. But helping founders make sense of the big idea first. Figuring out what actually needs to be built. Then creating a brand and a system that gives them something so visually strong that they start growing their business - is what gives me life. The client dashboards, the strategy, the design systems, the better processes... all of it is really about making the experience feel less overwhelming for the person with the idea. Because there is so much information now, almost too much, and 99% of the time what you need most is someone to help you decide where to begin. These are a few things I keep coming back to this year. If you are building, starting or growing a business in this very strange era of change, I would love to talk to you about it. taken in Manhattan, New York by @j.drewsdraws
1
2 months ago
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Let’s turn a lemon into a brand pattern 🍋 Branding doesn’t have to be boring, so let’s add extra layers of texture, pattern and stamps into this “summer on the south of France” inspired design. Want to see how the full brand comes together? Follow my design agency @jaiastudio.agency #branddesigners #logo #brandidentitydesign by @j.drewsdraws
1
5 months ago
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REFORMR was never meant to live as just a logo. The real challenge was building a Pilates brand that felt sharper, stronger, and more city-driven than the softer visual language most studios default to. I wanted this direction to feel structured, precise, and a little harder at the edges. 
Built for someone who moves fast, trains with intention, and is drawn to discipline over decoration. That’s where the concept became a full system. Typography, contrast, brutalist references, coffee-shop rhythm, and a black/white/orange palette designed to carry across digital and physical touchpoints without losing its core energy. This is the part of branding I care about most:
taking the idea beyond the logo so the brand feels clear, cohesive, and difficult to forget. If your brand feels stronger in your head than it looks in real life, that’s usually a sign it’s time to build the system out further. DM me if you need to take your wellness or fitness brand to the next level. I’d love to go on that design journey with you! #PilatesBranding #FitnessBranding #WellnessBranding #BrandStrategy #BrandIdentity taken in New York City by @j.drewsdraws
4
5 months ago
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A brand project is so much more than a logo. Lately I’ve been thinking a lot about what happens after the brand project is done, and I think that’s the real reason I love this work so much. It’s seeing past clients host events, celebrate anniversaries, grow their teams, expand their offers, and keep building on something that once only existed as an idea. That is the part that stays with me. A few of my favourite moments of every brand and website project: 01 The moment when founders start dreaming about what is possible for their business, and we start to work together to bring that vision to life 02 The entire creative process, of exploring, seeing how fonts, patterns, and illustrations start to build the visual story 03 Launching a brand and seeing how their customers respond to it (merch sales, events, increase in website sales) 04 Seeing how founders are less hesitant to talk about their business once the visuals match the quality of their work, and how their business grows in the coming months and years after stronger visuals That is the real joy for me as a designer. #BrandStrategy #CustomBranding #WellnessBusiness #CreativeDirection #WebsiteDesign taken in Toronto Canada by @j.drewsdraws
7
5 months ago
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When people think about branding, they think about logos and visuals. But a lot of the real work starts before any of that. It starts with the strategy behind the brand. The messaging. The audience. The offer. The customer journey. The feeling you want people to have when they land on your business. Because to get the most out of visual branding, there has to be a clear strategy underneath it. That is exactly why I’m launching Brand Strategy Monthly Sessions on Friday. This is for businesses that know they need help, but are not totally sure what the right next move is yet. The stage BEFORE the full branding or website overhaul. The stage where the business needs more clarity, more intention, and better direction first. If that sounds like where you’re at right now, comment FRIDAY and I’ll send you the details first. #BrandStrategy #WellnessBranding #CreativeDirection #FitnessBusiness #SmallBusinessMarketing taken in Toronto Canada by @j.drewsdraws
3
6 months ago
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I leave my routine for five minutes and suddenly I have 12 new brand ideas. Colour palettes.�Illustrations.�Ideas for signs, packaging, fonts.�A weird little detail I probably would’ve missed if I was just sitting at my desk trying to force inspiration. That’s one of my favorite parts of design & branding. There are so many layers of creativity that goes into making an idea come to life. A lot of my best client ideas come from stepping out of my normal routine long enough to actually notice things again. So now that I’m switching from inspiration mode back into work mode here are a few questions I get pretty regularly: O1. Q: Are you taking on clients right now? A: Yes, I have 2 client spots open for May. 02 Q:What does it actually look like to do a project together? A: It’s a step-by-step process where we take your ideas and shape them into a brand that feels clear, intentional, and strong enough to stand out in your market. 03 Q: Do you do website design too? A: Yes, but usually only once the branding is already in place. The website gets so much stronger when the direction is clear from the start. If your business is growing and your brand feels a little behind.. send a DM or book a free 30-minute consultation to see what working together could look like. #BrandDesigner #BrandStrategy #WebsiteDesign #WellnessBranding CreativeProcess taken in Punta Cana, Dominican Republic by @j.drewsdraws
5
6 months ago
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Build with purpose. Match your visuals to your level of growth. At a certain stage, branding stops being about “looking nice.” It becomes about signaling: • the quality of your experience • the standard of your space • the caliber of clients you’re ready for • the level you’re preparing to grow into If you’re: 01 Opening a first (or second) location 02 updating your offers + pricing 03 building your next business phase with intention Your visuals need to reflect that shift instantly. Because perception changes who walks through your door. And who walks through your door changes your ceiling. Here at Jaia Studio, we’ve had a busy start to the year and limited availability for March and April projects. dm us or visit our site to claim your free 30 minute virtual consultation before March is booked up. If you’re scaling and ready for branding that matches that trajectory, now is the time to have the conversation. . taken in Toronto Canada by @j.drewsdraws
6
8 months ago
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Simple logos are the hardest to design. I tried close to 1,000 paddle variations for Pickled Pilates. None of them worked. Because this brand isn’t just pickleball. It’s pickleball.
Pilates.
And a health café serving kombucha. So the mark had to do more than “look sporty.” It had to hold the entire concept together. I kept forcing the P’s into paddles - it felt obvious. Then I stopped over designing. And tried the shape of bottle. & Cut the silhouette in half. Now it’s:
two paddles.
two P’s.
and a kombucha bottle. Which is exactly what you want in a brand mark; One shape.
Multiple meanings. Easy to recognize. A strong brand mark isn’t decoration. It’s a signal. It tells your audience:
this space is intentional.
this experience is curated.
this business is elevated. That feeling - the one someone gets the second they see your brand - is what separates a fitness studio from a destination. That’s the power of a rebrand. It’s not about changing a logo. It’s about changing perception. And perception changes everything. If your fitness business is growing but your brand still feels early-stage, it might be time to rethink the mark. Book a free 30-minute consult and let’s talk about it. taken in Toronto Canada by @j.drewsdraws
12
8 months ago
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Branding isn’t a logo. 🥥🌴 It’s the feeling someone gets before they ever book, buy, or walk through your doors. It’s how your business shows up when you’re not in the room. The colors, the details, the tone, the way everything works together to tell someone, this is for you. Great brands are intentionally designed at every touchpoint - packaging, visuals, language, experience. They sit at the intersection of art, design, business strategy, industry knowledge, and psychology. That’s where perception is shaped. That’s where trust is built. That’s where growth actually starts. The Pressed Club is an example of what happens when a brand is designed as a full world - not just a mark, but a feeling you want to take with you. If you’re a fitness or wellness founder ready to scale and want your brand to reflect the level you’re building toward, book a free 30-minute virtual consult and let’s talk about what’s next. taken in Toronto Canada by @j.drewsdraws
3
8 months ago
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“Can you just create my logo?” Honestly? No. But I can help you build an entire brand identity that people recognize, trust, and remember. This concept project ‘The Pressed Club’ is a cold-pressed juice brand, but the process behind it is the same one I use for fitness, wellness, and health-based businesses. Because strong branding isn’t just how things look. It’s how everything works together. For projects like this, I’m thinking about: • who the brand is actually for • where it lives (in-studio, online, packaging, social) • how it should feel before someone ever buys • and how the visuals support long-term growth The logo is just one piece. The real work is building a cohesive visual system that aligns with your services, your messaging, and the experience you want people to associate with your business. I’ll be sharing the full behind-the-scenes process of bringing this brand to life in an upcoming YouTube video. ✨ If you’re ready to bring your brand to life, there are only two client spots available for February, with interest already booking into March. Book your free 30-minute consultation through the link in bio to work with Jaia Studio. taken in Santa Monica, California by @j.drewsdraws
8
9 months ago
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Is the Erewhon smoothie worth it? 🥤 After being bombarded with Erewhon content for years ( the hyped-up grocery store of influencers, creatives, and wellness lovers) - I knew I had to try it the second I landed in LA. The verdict? Honestly… 7 out of 10. (I tried the perfect amino choco device by Gary Brecka) But the smoothie wasn’t really the point. What fascinated me (as a branding studio owner working in health + wellness) is how well Erewhon has defined its audience and built a brand that feels memorable -even to people just passing through. From the visuals to the experience, it’s a great reminder that strong branding isn’t just about the product. It’s about clarity, consistency, and knowing exactly who you’re speaking to. And that’s the real takeaway. If you run a health or wellness business and want to understand how branding can support your growth (not just look good) you’re in the right place. Follow my business; @jaiastudio.agency I share real-world observations, case studies, and strategy-first branding insights here. Plus, I have a new marketing worksheet dropping next week to help businesses plan for a stronger 2026 ✨ taken in Venice Beach, California by @j.drewsdraws
0
9 months ago
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