LEOM

Digital Growth & E-commerce Platform

Wellness Brand Online Presence

Patricia Machin Portfolio Designer and Art Director LEOM wellbeing Miami A smiling man with short hair performs a front balance pose, standing on one leg with arms extended and parallel to the ground.

LEOM is a holistic wellbeing brand built to empower a modern community to live with purpose by aligning body, mind, and soul. Originally founded as a space for transformation, the brand bridges the gap between ancient practices—like yoga and breathwork—and the fast-paced modern world. Through a bold and cohesive identity, LEOM serves as both an educator and a sanctuary, making deep spiritual alignment accessible to those seeking to reconnect with themselves and belong to a tribe.

ROLE

Creative director, Designer.

TEAM

Leonardo Moreno - Client, Copy
Feelmakes - Photographer

DELIVERABLES

Website, Emails, Shopify store.

TOOLS

Squarespace, Shopify.

View Live Website

Strategy Overview

Problem

LEOM required a centralized digital ecosystem to consolidate a fragmented brand presence into a high-performance platform. The goal was to transition the founder from manual management to an automated, premium interface that handles e-commerce, high-level bookings, and community education. By prioritizing a seamless user journey, the platform establishes LEOM as a leader in the wellness space, moving users effortlessly from initial interest to direct action.

Opportunity

The primary challenge was organizing diverse revenue streams—from retreats to corporate partnerships—into a clean, intuitive navigation that avoids user fatigue. This provided the opportunity to differentiate LEOM through a "bold," high-authority aesthetic, leveraging partnerships like Lululemon to stand out from typical "soft" wellness branding. Success is defined by reduced administrative friction and a measurable increase in community engagement and corporate inquiries.

Audience

The target audience consists of "Mindful Achievers"—driven, urban professionals aged 25–35 who are successful but experiencing significant digital burnout. These users value authenticity and physical challenge, seeking a "third space" outside of work to disconnect and reconnect with a health-focused community. They are motivated by the need for meaningful, offline experiences that alleviate screen fatigue and provide a structured path to well-being.

Concept design

The design for LEOM is rooted in the "Bold Alignment" philosophy. Moving away from traditional muted "zen" palettes, the visual identity uses high-contrast elements and strong typography to reflect the power of breathwork and the discipline of yoga. It is designed to feel immersive and energetic—a digital extension of the physical energy found at a Sunday Flow.

Design elements

FONTS

Sample font display showing the font name 'Space mono', the alphabet uppercase and lowercase, and numbers 0 to 9.
Sample text displaying a font style called Rama Gothic Chapman, including uppercase and lowercase alphabet letters and numbers.

COLOR PALETTE

A light green background with black text reading '#9dab87' in the bottom left corner.
Solid dark green color with code #0a3933 at the bottom left corner.
Patricia Machin Miami Portfolio Designer Art Director A plain beige background with the color code #f5d37d
A plain curtain or fabric with a small alphanumeric code '#e5e3dc' at the bottom left corner.

Sitemap

Patricia Machin Miami PoA flowchart diagram with the title 'Home' at the top, branching into four sections: 'Services', 'Smile Human Shop', 'About', and 'Contact'. 'Services' further branches into 'Private Sessions', 'Corporate Flow', and 'Retreats'.
A webpage for Smile Human, a clothing and merchandise brand, featuring a woman smiling and the text "Shop the Collection Smile Human". The page displays various apparel and accessories including hoodies, tote bags, caps, T-shirts, sports bottles, a phone case, and stickers, with a section explaining the brand's mission and a contact form.
Webpage homepage for Leom, a wellness and meditation center. Features include images of meditation classes, a speaker, and contact form, with sections on services like corporate flow, private sessions, and wellness retreats.
Website homepage for Leom Wellbeing, featuring images of people practicing yoga outdoors, engaging in group fitness, and embracing. Contains sections about their mission, community, social media links, and a contact form.
Patricia Machin Miami Portfolio Designer Art Director A diverse group of people in swimsuits and casual clothing, smiling and posing outdoors in a tropical setting with greenery and water, celebrating wellness and team bonding.
Website homepage for Leöm Wellbeing featuring an outdoor wellness scene with a group of people engaged in meditation and yoga activities, including some in hot tubs and a yoga session, with various sections detailing services like private yoga flow, guided meditation, cold plunge, and transformative breathwork.
Patricia Machin Miami Portfolio Designer Art Director Website homepage for Leöm wellness retreats featuring scenic tropical landscape and images of people engaging in relaxation, yoga, and group activities.

E-commerce platform

A young woman with braids, smiling and sitting on a light wooden chair. She is wearing a green T-shirt with the words 'smile human' printed on it and blue jeans, accessorized with small hoop earrings and a bracelet.
Patricia Machin Miami Portfolio Designer Art Director Back of a black hoodie with a white text message that says, 'You are in the flow.'
Young woman wearing a beige baseball cap with the words "smile human" printed on it, holding the cap with both hands, dressed in a white sweatshirt, posing against a white background.
Patricia Machin Miami Portfolio Designer Art Director A white candle in a glass jar with a black lid, labeled 'Smile Human' and 'you are in the flow'.
Patricia Machin Miami Portfolio Designer Art Director White water bottle with black cap and black text that reads "YOU ARE IN FLOW". Attached to the cap is a black carabiner.
Patricia Machin Miami Portfolio Designer Art Director A man with curly hair and a beard sitting on a white cube, smiling, wearing a white t-shirt with the words 'smile human' printed on it and light blue jeans.
A man wearing a green hoodie and dark pants, carrying a black tote bag with white text that reads 'smile human' over his shoulder, standing sideways against a white background.
Patricia Machin Miami Portfolio Designer Art Director A travel mug with a handle and a straw, featuring the text "you are in the flow" on a plain white background.
Patricia Machin Miami Portfolio Designer Art Director A young woman with long red hair smiling, wearing a white tank top with the text 'smile human' and blue jeans, standing against a white background.
Patricia Machin Miami Portfolio Designer Art Director Black tote bag with white straps and the phrase "you are in the flow" printed on it against a plain white background.
Patricia Machin Miami Portfolio Designer Art Director Laptop keyboard with a motivational sticker that says 'Smile Human, You Are In The Flow'.
Patricia Machin Miami Portfolio Designer Art Director A young man wearing a black tank top with the words 'smile human' written on it, posing against a plain white background.

Product Launch & Lessons

LEOM is a case study in scaling personal impact through digital cohesion. Beyond creating a visual identity, I engineered an all-in-one platform that facilitates growth across multiple sectors: private coaching, corporate wellness, and physical products. This project demonstrates my ability to take a founder’s vision and translate it into a professional, scalable brand system that fosters genuine human connection in a digital-first world.

KEY RESULTS:

  • Streamlined Conversion: Integrated a seamless shop and booking system that turned followers into active community members.

  • Elevated Brand Authority: Established a premium digital presence that reflects LEOM’s status as a Lululemon ambassador.

  • Educational Impact: Created a content structure that prioritizes community education, making the benefits of the services clear and accessible.