Custom Brand and Website for B. Wheeler Nutrition | Atlanta RD Website

When Bethany came to us, she was ready to redefine her private practice’s identity in the crowded field of nutrition counseling, especially for individuals struggling with eating disorders and body image issues.

Our mission was clear: to create a brand that stood out, resonated deeply with her target audience, and aligned with her core values of inclusivity, compassion, and empowerment.

Here’s a closer look at how we achieved this transformation, both through branding and the creation of her new website.

The Vision: Compassionate Empowerment

At the heart of B. Wheeler Nutrition‘s mission is the belief in “Compassionate Empowerment.”

They wanted to create a safe space where clients could heal their relationship with food and their bodies, free from the constraints of diet culture. Their approach emphasizes a weight-inclusive, neurodiversity-affirming perspective, making them a unique voice in the nutritional counseling space.

This vision was not just about offering services; it was about challenging traditional diet culture and advocating for a more ethical, inclusive approach to health and wellness. Every element of their brand needed to reflect this philosophy.

The Challenge: Standing Out While Staying True

One of the main challenges in this project was ensuring that B. Wheeler Nutrition’s brand stood out in a competitive market without losing its authenticity. The brand needed to be professional and trustworthy while maintaining an approachable and supportive tone that made clients feel safe and understood.

Additionally, the brand had to communicate its unique focus on somatic practices and nervous system regulation—a niche that sets B. Wheeler Nutrition apart from more traditional approaches to dietetics.

The Brand Strategy: Defining Core Values and Personality

We started by digging deep into B. Wheeler Nutrition’s core values, which became the foundation of the brand:

• Compassion: Understanding and empathy are at the forefront of every client interaction.
• Empowerment: Clients are equipped with the knowledge and tools to make informed decisions about their health.
• Inclusivity: Every individual is welcomed, regardless of background, body size, or neurotype.
• Transparency: Clear, honest communication is key to building trust with clients.
• Autonomy: Respecting each client’s right to make their own health choices.

These values informed every aspect of the brand’s personality, which we designed to be conversational, inclusive, and supportive. The tone of voice was crafted to feel like a trusted friend—warm, approachable, and engaging, yet professional and reliable.

Visual Identity: Bright, Airy, and Inviting

For the visual identity, we focused on creating a look that was bright and inviting, yet still conveyed a sense of professionalism. The color palette included warm, earthy tones with pops of color to evoke a sense of calm and positivity:

• Timber Green and Acapulco for grounding and calmness.
• Tickle Me Pink and Tulip Tree for warmth and approachability.
• Iceberg and Alabaster for a clean, airy feel.

The typography was carefully chosen to match this aesthetic. We used a mix of modern script and sans serif fonts to keep the look fresh and readable while still maintaining a professional edge. The photography direction leaned towards natural, light-filled images with subtle boho details—perfect for conveying a sense of comfort and openness.

The Website: BWheelernutrition.org

Once the brand identity was established, we moved on to designing the website, which would serve as the digital home for B. Wheeler Nutrition. The goal was to create a site that was not only visually aligned with the new brand but also functional and user-friendly.

Key Features:

• Clear and Compassionate Messaging: The website’s content was designed to speak directly to individuals seeking help with eating disorders and body image issues. We used a conversational tone that reassures visitors they are in the right place and encourages them to take the next step in their healing journey.
• User-Friendly Navigation: The site was structured to ensure that visitors could easily find the information they need—whether they were looking to learn more about B. Wheeler Nutrition’s services, read educational blog posts, or book a consultation.
• SEO-Optimized Content: We incorporated SEO best practices to ensure the site could be easily found by potential clients searching for terms related to eating disorder recovery, weight-inclusive nutrition, and neurodiversity in healthcare.
• Interactive Elements: The site features engaging elements like quizzes and webinars that allow visitors to interact with the brand in a meaningful way. These elements also help to extend the brand’s reach and keep visitors engaged for longer periods.
• Client Testimonials and Case Studies: To build trust and credibility, we prominently featured testimonials from satisfied clients and case studies that highlight the transformative impact of B. Wheeler Nutrition’s services.

Results: A Brand That Resonates and a Website That Converts

Since launching the new brand and website, B. Wheeler Nutrition has seen an increase in client engagement and inquiries. The brand’s messaging and visual identity have resonated deeply with their target audience, helping to establish B. Wheeler Nutrition as a trusted leader in the field of weight-inclusive nutritional counseling.

The website, in particular, has become a powerful tool for connecting with new clients. Its clear, compassionate messaging and easy navigation make it simple for visitors to find the information they need and feel confident in reaching out for help.

Final Thoughts

The transformation of B. Wheeler Nutrition’s brand and website is proof of the power of strategic design and thoughtful execution. By staying true to their core values and focusing on the unique needs of their audience, we were able to create a brand that not only stands out in the market but also makes a meaningful difference in the lives of those it serves.

The new website, BWheelernutrition.org, is more than just a digital presence—it’s a welcoming space where individuals can begin their journey towards healing and self-acceptance. We’re proud to have been a part of this project and excited to see how B. Wheeler Nutrition continues to grow and make an impact in the field of nutritional counseling.

Courtney Vickery, MS, RD, LD CEO

Courtney has 15+ years of experience putting together and designing marketing materials, WordPress websites, customer experiences, and workflows that help you save time and money. She developed these skills during her years as a Director of Corporate Health Services, Group Fitness Program Manager, Lead Wellness Dietitian, fitness and yoga instructor, and her own nutrition private practice, Vickery Wellness.

She also taught undergraduate courses at the University of Georgia where she graduated with the following degrees:

• MS/DI Foods & Nutrition
• BS Dietetics
• BA Political Science