Diana Ojeda
Two decades of embodied practice in Toronto, on a site under her own name for the first time.
Client challenge
Diana Ojeda has been a body-centered Gestalt coach and Zen Shiatsu therapist in Toronto for twenty years. Her work lived on Awareness and Flow, a site she co-founded, but that site was not built around her practice and did not look like her.
Diana's work is also hard to name. People arrive knowing how they feel, not which method they need, so a standard list of services would not have helped them. She needed a site under her own name that could explain the work and still feel like her.
Our strategic approach
The site had to start from a feeling rather than from a list of services. A visitor should be able to say what is going on for them and be led from there, without naming any particular method.
The site also had to read as one practice rather than several. The coaching is what a client books; the somatic work, breath and movement underneath it are the tools Diana uses to do it. Splitting the practice into separate services would have asked a visitor to choose between parts of one job.
Aesthetically, Diana wanted the site to feel warm and alive, rather than clinical. We explored and found the style together, looking through a lot of references, before anything was designed.
Solution
The homepage opens with a sentence the visitor completes. It reads "Right now, I feel...", with a list of emotions underneath it. Clicking one fills in the blank and reveals a short description that explains the emotion further, and a link to read more. By the time a visitor follows that link, they have named how they feel and seen it described back to them, so they are ready to read how Diana would address it.
The Coaching page uses a lotus flower to explain how her practice fits together. We designed the graphic and gave it a subtle animation. The bloom is the coaching, the part a client sees. The roots below are what the coaching is built on: Zen Shiatsu, breathwork and movement.
Her Biodanza classes have their own page. General information about Biodanza is already on Awareness and Flow, Diana's previous site, so we focused this page on what a class feels like and what to expect, and linked there for the rest.
For the site's aesthetic, we designed a colourful palette as highlights on a light cream background. The result is a design that feels warm and personal but also vibrant and alive.
