The Healthy Digital

Case study · 2022

Hashi Posse: a brand and a launch plan for an online school that never opened

Hashi Posse was planned by acupuncturist Heidi Lovie as an online school for people with Hashimoto’s: small cohorts, a six-week course for patients and an eight-week course for practitioners. The brand and the plan were finished in 2022. The school did not open.

  • ClientHashi Posse
  • Year2022
  • ScopeBrand identity, Audience and research, Instagram strategy, Launch plan

The challenge

Hashimoto’s content online is loud: large personal brands, supplement shops and patient accounts, most of them pink, floral and interchangeable. A new school needed a brand that looked clinical and calm, and a reason to exist next to the big names.

The audience was specific: busy, research-minded women aged 23 to 50, often high performers or new mothers, short on time and tired of not being heard by their doctors. Everything had to be easy to understand, concise and actionable.

What we did

  1. Defined the audienceAn ideal-student profile from the founder’s questionnaire: who they are, what they struggle with, where they look for answers.
  2. Mapped the fieldKeyword research around Hashimoto’s, thyroiditis and hypothyroidism, a review of 15 competitors and partners, and 20 Instagram accounts in the niche.
  3. Designed the identityA heart-shaped mark, a condensed wordmark and three deep blues, deliberately avoiding the pinks, flowers and butterflies the niche is full of.
  4. Planned the Instagram feedAn Instagram strategy and a grid designed as a whole: calm, clinical, and shown gently, without close-ups of needles in skin.
  5. Built the launch planThe course structure for both levels, a comparison of course platforms, and the website, Google and social set-up in launch order.
The Hashi Posse logo, a blue heart mark and condensed wordmark, on a white envelope
The Hashi Posse identity, 2022.
The Hashi Posse website prototype on a laptop
The Hashi Posse wordmark on an illuminated wall sign
A Hashi Posse flyer in the brand blue with the heart mark

From the brand book and the website prototype, 2022.

Result

A finished brand and launch plan. The school itself never opened.

How it was measured. The deliverable was the identity, the research and the plan. The founder did not launch the school, so there are no students, traffic or sales to report, and none are claimed.

  • Shown because the thinking is the work: the same audience, research and identity steps now run at the start of every build.

Named with the client’s permission.

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