Rebrand & E-Commerce Expansion
Role: Founder | Lead UX Designer | Product Manager | Marketing Strategist
AltPath Wellness is undergoing a strategic rebrand and expansion to better serve its growing community. As the founder, I led the UX design, product management, and marketing strategy to develop the site, establish a strong brand identity, and prepare for the launch of an e-commerce shop.
With Phase 1 underway, AltPath Wellness continues to provide practical, inclusive, and empowering content. The next phase will integrate e-commerce, offering carefully curated wellness products that align with the brand’s mission.
Objectives
The goal of the rebrand and store launch is to establish AltPath Wellness as a trusted wellness resource and future marketplace. This includes strengthening brand authority, expanding offerings, improving website usability, fostering community engagement, and increasing visibility to build a loyal audience.
Case Studies
Explore three case studies highlighting the GTM strategy, rebranding initiatives, and e-commerce launch.
Click to expand
Case Study 1: Rebrand
Rebranding AltPath Wellness for Market Growth
Challenge:
AltPath Wellness needed to evolve from a content-driven platform into a recognizable brand with a clear mission, visual identity, and scalable business model to support future e-commerce integration.
Solution:
- Led the brand strategy and UX redesign, ensuring a cohesive and engaging user experience.
- Developed a new brand identity, including updated messaging, visual assets, and brand voice.
- Conducted audience research to refine target personas and enhance engagement strategies.
- Created a content strategy that aligned with SEO best practices to drive organic traffic.
Impact:
✔️ Increased website engagement by 75% post-rebrand.
✔️ Improved brand recall and audience trust, leading to a 35% growth in returning visitors.
✔️ Established a strong foundation for the e-commerce expansion, positioning AltPath Wellness for revenue generation.
Case Study 2: E-Commerce Launch
E-Commerce Launch
Challenge:
Transitioning AltPath Wellness from a content-focused platform to an e-commerce marketplace required a seamless integration of product offerings without compromising the brand’s mission of practical, inclusive wellness.
Solution:
- Designing and implementing e-commerce functionality, optimizing for user experience and conversion.
- Curating a select range of wellness products, ensuring brand alignment and customer trust.
- Developing a strategic content-commerce approach, blending educational content with product recommendations.
- Executing pre-launch marketing campaigns to generate anticipation and drive early sales.
Impact:
The online store is currently in the design phase and these strategies will be implemented closer to launch. CLICK HERE to view the design progress of the store front.
Case Study 3: Customer Acquisition & Engagement
Driving Customer Acquisition & Engagement
Challenge:
With the launch of AltPath Wellness’ e-commerce platform, the challenge will be to attract new customers, build loyalty, and create a seamless content-to-commerce experience.
Solution:
- Developing a multi-channel marketing strategy, including email, social media, and influencer partnerships.
- Implementing Pinterest & Facebook ad campaigns targeting health-conscious consumers.
- Creating engaging content-driven product pages, integrating wellness education with product recommendations.
- Launching community-building initiatives, including user-generated content and customer testimonials.
Impact:
The E-Commerce site in currently in the design phase and these strategies will be implemented closer to launch. CLICK HERE to view the design progress of the store front.
GTM Strategy
The rebranding and e-commerce launch of AltPath Wellness was guided by a strategic marketing plan focused on increasing brand awareness, community engagement, and product adoption. This section showcases key resources, including white papers, content strategy, and digital marketing assets that will support the transition and position AltPath for long-term growth.
Marketing Strategy
Thought Leadership
- White Paper: “Breaking the Cycle: How to Ditch Diet Culture and Embrace Balanced Nutrition”
- White Paper: “Cutting Through the Noise in the Wellness Industry: A Guide to Identifying Evidence-Based Wellness Products nad Practices Amidst Misleading Marketing Claims”
SEO & Web Strategy
To increase organic traffic and improve search visibility, I developed an SEO strategy focusing on keyword optimization, high-quality content, and user experience improvements. I conducted in-depth keyword research to identify high-impact search terms aligned with AltPath Wellness’ mission.
Primary SEO Goals:
- Increase organic traffic by 50% over six months
- Improve keyword rankings for wellness and fitness topics
- Enhance on-page SEO for better search visibility
Keyword Research:
- Identified high-search-volume, low-competition keywords in the wellness niche
- Mapped target keywords to specific content themes and pages
- Integrated a mix of short-tail and long-tail keywords for better search coverage
Analysis for March 2025 Content
| Keyword | Global Monthly Search Vol | Keyword Difficulty | Difficulty Level |
|---|---|---|---|
| health and wellness retreats | 6,600 | 7 | Easy |
| dimensions of health and wellness | 6,600 | 32 | Okay |
| wellness and health programs | 6,600 | 32 | Okay |
| health and wellness products | 4,400 | 15 | Easy |
| health and wellness tips | 1,900 | 31 | Okay |
Outcome
These targeted keywords will guide upcoming content, ensuring AltPath Wellness reaches the right audience by aligning with their wellness, fitness, nutrition, and self-care needs.
Long-Tail Keywords
- Best wellness products for a healthy lifestyle
- Holistic self-care essentials for daily wellness
- How to build a sustainable fitness routine
- Best practices to support mental health
- Mindful eating tips for balanced nutrition
Short-Tail Keywords
- Wellness products
- Fitness gear
- Nutrition tips
- Mental health support
- Self-care essentials
Digital Content
To support the launch of the online store, I created a suite of digital content designed to inform and engage.
Our email campaigns will build excitement with pre-launch teasers, a launch announcement, and follow-ups featuring case studies and customer success stories.
Web content has been updated and optimized while a dedicated landing page captures leads as it welcomes users to join the AltPath Community in exchange for exclusive content and promotions.
Social media efforts focus on Facebook and Pinterest, with organic content and targeted paid ads to expand reach and build brand awareness. This strategy supports AltPath’s mission of providing inclusive, practical wellness guidance while growing an engaged audience.
Website
To drive visibility and engagement, my strategy focused on SEO-optimized content, targeted messaging, and audience engagement. From crafting compelling website copy to executing digital campaigns, each element was designed to enhance discoverability, build authority, and encourage audience interaction.
Explore the live site to see the strategy in action: https://altpathwellness.com
Blog
Landing Page
Social Media
Let’s Work Together
I would love to discuss your projects and opportunities. I’m happy to answer questions and welcome suggestions.
Please allow up to a 24 hour response time or visit my Contact page for alternate ways to connect.