FROM STRATEGY TO IDENTITY

The Acupuncture Project

When Dr. Kevin Lyons approached Sattva Creative, he had a clear mission: to make acupuncture feel simple, accessible, and unintimidating.

The Acupuncture Project needed a brand that would feel as inviting to first-timers as it would to wellness veterans—a space that fosters connection, reflection, healing, and ease.

Our job was to translate that energy into every visual and verbal touchpoint.

LOCATION:

Asbury Park, New Jersey

KEY ELEMENTS:

Brand Strategy, Visual Identity, One-Page Website, Print Collateral, Signage

FOCUS:

Accessibility, calm design, and approachable branding

You’ll see how this came to life across print and digital touchpoints, including business cards, rack cards, patient intake forms, in-studio signage, and newspaper ads.

BRAND STRATEGY HIGHLIGHTS

Before any visuals are created, we begin by listening—deeply.

For The Acupuncture Project, that meant exploring what they stood for, who they serve, and how they want people to feel. Together, we uncovered their purpose, values, brand personality, and so much more to shape a calm, grounded, and welcoming identity.

It was about uncovering the essence beneath the surface, so the brand could express itself with clarity, confidence, and care.

This foundational work didn’t just inform the visuals and the messaging—it ensured that every brand element felt aligned, intentional, and true to the heart of the practice.

Brand Strategy included:

  • Brand purpose and positioning

  • Core values and guiding principles

  • Target audience definition

  • Brand personality and tone of voice

  • Mission, vision, and story elements

  • Brand moodboards and strategy boards

  • Color palette exploration

  • Strategic foundation for visual identity

Flat lay of brand strategy documents created by Sattva Creative for The Acupuncture Project, outlining brand personality, values, and messaging. 
A glimpse into the strategic foundation that informed the visuals, just a small part of what goes into building an aligned brand.
Lifestyle-driven brand moodboard curated by Sattva Creative for The Acupuncture Project, blending vintage warmth, movement, and natural textures.

Brand Moodboard

Brand strategy moodboard designed by Sattva Creative for The Acupuncture Project, capturing the visual tone of balance and calm.

Brand Strategy Board

Color palette and color psychology guide for The Acupuncture Project brand strategy, featuring soft neutrals and earthy tones.

Brand Color Palette

VISUAL IDENTITY

Visual identity is where strategy begins to take shape — where intention becomes tangible.

The brand needed to be expressed across:

– Business cards
– In-studio signage
– Printed forms and collateral
– A one-page responsive website

This was just the beginning — a foundational visual system built to evolve alongside the business as it expands into new spaces and offerings.

With clarity and intention guiding every step, we translated APAP’s brand strategy into a calm, minimalist visual identity.

The goal was to create a look that felt clean, grounded, and approachable — something that would resonate with new clients while still honoring the depth of the practice. Soft neutrals, refined typography, and generous white space created a peaceful brand presence that invites trust without overwhelm.

Curated imagery was selected to reflect the brand’s grounded, serene tone—with a subtle editorial edge that brings depth and sophistication.

The Acupuncture Project primary logo and APAP submark displayed over a black-and-white beach photo with surfers in Asbury Park.

Brand Logo & Submark

THE ACUPUNCTURE PROJECT · ASBURY PARK

A calming, inclusive brand built to demystify acupuncture and invite holistic healing.

⌄

Responsive website design mockups for The Acupuncture Project, designed by Sattva Creative to reflect clarity and a grounded client experience.

Squarespace Responsive Website Design

Close-up of fire cupping therapy in progress, reflecting the holistic services offered at The Acupuncture Project.

Curated Imagery

Business card design for The Acupuncture Project with soft neutrals and clean typography.

Business Cards

Wooden A-frame sidewalk sign promoting acupuncture and wellness services at The Acupuncture Project.

Sidewalk A-Frame Sign

Framed signage design for The Acupuncture Project, featuring brand identity and service offerings in a calm, minimalist layout.

In-Studio Signage

Desktop view of The Acupuncture Project homepage design, featuring calming ocean imagery and intuitive layout.

Squarespace Responsive Website Design

Wellness benefits section from The Acupuncture Project homepage, designed by Sattva Creative, featuring calming surf imagery and service highlights.

Landing Page Design

Multiple business card designs for The Acupuncture Project, showcasing brand consistency across colorways.

Business Cards

BRINGING THE BRAND TO LIFE IN PRINT

Bringing a brand to life means thinking through every touchpoint — especially the ones clients physically interact with.

For APAP, we crafted a cohesive print suite that supported both outreach and the in-practice experience.

Deliverables included:
– A minimalist rack card designed for community visibility
– A full suite of branded patient intake forms
– A bold, large-scale newspaper ad

While the visual identity remained warm and approachable, we allowed space for moments of bold expression. The newspaper ad — inspired by traditional Chinese medicine — added an edgier, more evocative tone that nods to the practice’s depth and appeals to seasoned wellness seekers.

Custom intake form design for The Acupuncture Project, styled for simplicity and professionalism.

Branded Intake Forms

Black-and-white newspaper ad for The Acupuncture Project in Asbury Park, featuring acupuncture needles on a man's scalp and bold APAP branding.

Newspaper Ad

Front and back of The Acupuncture Project rack card, highlighting services, testimonials, and brand imagery.

Branded Custom Rack Card