Spellsisters — Brand Identity, Content, and Community Building

Founder, Creative Director, Brand Designer, Content Strategist, Writer

Spellsisters is an independent lifestyle brand that blends mysticism, storytelling, and design. I co-founded Spellsisters in 2017, building it from a strictly services-based brand into a multi-platform experience, spanning digital, physical, editorial, and community spaces.

As the Creative Director, I shaped the brand’s strong visual identity, voice, product design, and customer experience across every touchpoint, including original products (The Eclipsed Oracle Deck), a brick-and-mortar retail space, editorial content (monthly astrology column), and media collaborations (podcasts, live TV, brand partnerships).

Spellsisters invites its audience to engage with intuitive practices through the lens of modern design and cultural storytelling through content that’s accessible, artful, and culturally resonant, positioning mysticism as something less “spooky” and more normal.

My Role

  • Co-Founder, Creative Director

  • Brand & Identity Design

  • Product Design

  • Editorial Direction

  • Community Experience

  • Media & Partnerships

  • Content Strategy & UX

Process & Approach

Brand & Visual Identity
 → Developed brand aesthetic — blending collage, bold typography, and neutral/earthy tones
→ Crafted brand voice — approachable, editorial, culturally literate
→ Designed product packaging, editorial materials, and digital assets

Product & Editorial
 → Designed and independently published The Eclipsed Oracle Deck — a 54-card deck + guidebook
→ Wrote and art-directed monthly astrology columns for Spellsisters and partner publications
→ Created editorial content for web, social, and promotional campaigns

Community & Retail
 → Co-created Spellsisters’ brick-and-mortar shop — a community space and physical brand extension
→ Curated in-store experiences, product offerings, and brand environment
→ Built online community through Instagram and editorial content

Partnerships & Media
 → Secured high-profile brand collaborations and influencer partnerships
→ Featured on podcasts and live TV — expanding brand reach and visibility
→ Built an engaged, loyal following across digital and physical platforms

Brand Evolution Timeline

Spellsisters is a modern lifestyle brand rooted in story, style, and community. The brand grew from a services-only business to a brick-and-mortar retail space and from there, shifted to original product launches, editorial content, and media partnerships.

  • 2017 → Brand founded, focusing on services: tarot, astrology, reiki

  • 2018–2021 → Brick & mortar shop opened, serving as a physical retail space & community gathering hub

  • 2018–present → Editorial expansion (monthly astrology column)

  • 2021 → Product launch — The Eclipsed Oracle Deck

  • 2019–2023 → Media features — podcasts, live TV, partnerships

  • 2023–present → Digital-first brand with ongoing editorial and product development

Outcome

  • Built a distinctive lifestyle brand with strong community resonance

  • Created a cohesive, multi-platform brand system, spanning product, retail, digital, editorial, and experiential

  • Designed and published successful original products sold online and in retail

  • Secured media features and high-profile partnerships — expanding brand visibility

  • Established a loyal, engaged audience across social and editorial platforms