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 in practice in Toronto since 2005, as a body-centered Gestalt coach and Zen Shiatsu therapist. Her work lived on awarenessandflow.com, a site she co-founded, but that didn't fully capture her vision nor the way she works.
What she does is also hard to name. People arrive knowing how they feel, not which method they need. A standard list of services would not cut it. 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 an emotion, a problem to solve, rather than from a list of services. A visitor should be able to state what they're feeling and be led from there, without the need to name any particular method.
It also had to read as one integrated practice. The coaching is what a client books; the somatic work, breath and movement underneath it are the tools that Diana uses. Split into services, they would have asked the visitor to choose between parts of one job, missing the main point and purpose of Diana's integrated practice.
Aesthetically, Diana wanted the site to feel warm and alive, rather than clinical. We explored and found the style together, looking through a body of references, before anything was designed.
Solution
Instead of a list of services, 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 to the info on Diana's methods, they already have the proper context to continue reading.
The Coaching page uses a lotus flower to explain how her practice fits together. We designed the graphic which appears on the page with a subtle animation and a description of the different parts: the bloom above the water is the coaching, the part that the client sees; the roots below are the foundations upon which that coaching is built: Zen Shiatsu, breathwork and movement.
Her Biodanza classes have their own page. Since general information about Biodanza is already available in Diana's previous website, Awareness and Flow, we focused the content on what it feels like to be in a class and what to expect, and added a link to learn more at the other site.
For the site's aesthetic, we designed a colourful palette of deep teal, apricot and sage green, as highlights on a light cream background. The result is a design that feels warm and personal but also vibrant and alive.
