cory muscara
personal and spiritual growth
teacher and practitioner
750k followers on Instagram
328k followers on TikTok
3M likes on TikTok
Cory is a dear friend and fellow journeyman, someone who I deeply admire and whose voice deserves to be amplified. He has spent the last decade dedicating himself to the study and practice of mindfulness and personal growth. He offers a robust library of courses and live events in which students can participate in practices that bring peace, clarity, and stillness to their lives. Who doesn’t need some of that?
SCOPE OF WORK
Creative Brand Guidelines
Rightfully so, Cory has put his energy into building an empire of content and nurturing genuine relationships with viewers. But over time, this has left his aesthetic presence neglected and all over the place, which slowly breaks trust with his audience.
Website UX & Template
The majority of Cory’s brand engagement is on social media, primarily Tik Tok and Instagram. However, having a strong website is integral to any business, and Cory’s was lacking. Structurally and aesthetic, it wasn’t going any favors, and it undermined his overall brand experience and perceived credibility.
Brand Consultation
These two major deliverables required audit, analysis, discussion, and iteration. It was important that Cory feel like the guidelines and website experience was a genuine embodiment of his values and practices. And in order to deliver on this expectation, I needed to understand his business objectives, target demographics, competitors, and both current and expected offerings.
THE CREATIVE CHALLENGE
Cory has an existing customer base, that’s familiar with his existing visual presence. This comes through in his book, his social media, his events, and his online courses. All were audited to ensure that we didn’t break familiarity. We also looked at Cory’s personal colors: He is SOFT, LIGHT, and COOL. So, we needed to recalibrate the brightness and ensure that Cory doesn’t get overwhelmed or has options to let him shine.
WEBSITE UX & FUNCTIONALITY
Cory’s original website was non-consolidated and difficult to navigate. We needed a new map of all journeys and connected elements of everything on the website, and needed to make sure that users didn’t get lost in the cracks. We also needed to make sure that Cory’s larger business strategy goals were being supported. Did engagement support his model? You can’t force behavior, but you can create interest.
EXTERNAL AUDIT & INSIGHTS
It was important to look at Cory’s business in the context of the world around him. Who are his “competitors” and peers? How is behavior and interest changing in the world of mindfulness and personal growth? These insights help set the tone for copy, strategy, and differentiation. In Cory’s case, his corner of the industry continues to grow, and minds are open to more content. Validating learnings.
THE BEFORE / INTERNAL AUDIT
Cory’s original presence was in a word, purple. He lacked a cohesive palette and structure for his content. And since he’s been building and selling content for so long, there was a lot go Audit. It was important for me to really understand how much there was, and the impression that these disparate pieces made on his overall brand and reputation. Thankfully, Cory gave me free reign to toss the lot. Rare permission.
BEHIND THE SCENES
WEBSITE ITERATIONS
Behind the scenes concept ideations for the website home page. Favorites were taken forward into development and launch.
