# Hearttale Creative, in full > Hearttale Creative (Hearttale LLC) is a US brand, web and AI systems studio founded and led by Sergio Helguera. It shapes brand strategy, messaging and identity, and designs and builds custom websites and the systems behind them, from booking engines, online academies and event ticketing to AI assistants that answer from a business's own live data and the automations around them. Everything is built from scratch in custom code. It works with founders in any field and at any stage, from a first idea with no name yet to an established business ready for its next level, and stays beside them through every stage. Most of the work so far is with wellness, retreat, travel, hospitality and events brands. It works remotely, with clients across the United States and Mexico. Website: https://www.hearttalecreative.com. Email: hello@hearttalecreative.com. Founder: Sergio Helguera. Legal entity: Hearttale LLC, United States. Clients worldwide. Hearttale Creative is a brand, web and AI systems studio for founders in any field, from a first idea to an established brand ready for its next level. We listen first, advise and stay with each founder through every stage. We tell the story, design the brand and build the website and the systems behind it from scratch: booking, academies, ticketing, member areas, automations and AI assistants that answer from the business’s own facts, with a person always in charge. Tale, because we tell stories: the experiences and the lives behind a business. Heart, because a heart never stops: it keeps everything moving, beat after beat, without being asked. We build for both halves of that word, brands that move people and systems that keep running, with custom code, current technology and AI, and a person behind every step. Hearttale Creative is a small studio founded by Sergio Helguera. The person who listens to your story is the one who builds the work, for founders in any field: some arrive with an idea and no name yet, others run an established business and want a brand that matches where it is going. ## What the studio believes People buy conviction before they read the offer. Our job is to make that conviction precise: the right words, the right image, the right pace, and a site that holds up under real traffic. Hearttale began with a pattern Sergio kept seeing: founders whose work changed people, sitting behind a digital presence that made them look like everyone else. The studio exists to close that gap. - Conversation first: We start with a conversation, not a package. The scope follows what your business needs, never what is easiest to sell. - Every decision explained: You see the reasoning behind each choice, in plain language, before anything ships. - One team, end to end: Strategy, design and code stay in the same hands, so nothing gets lost in a handoff. - Built to grow: Everything we deliver can be edited by your team and extended as your business grows. ## How a project runs: the method Each stage ends with a decision you make, so you always know where you are and what comes next. - Listen (Discovery): We start inside your business: what you offer, who it is for and what fills your week. Nothing gets designed until we understand what makes your work worth it. Covers: Conversations · Research · Your week. - Design (Direction): We set one clear direction: what you say, how you look and how people move through your site. You see every choice, and the reason for it, before anything is built. Covers: Words · Look · Key pages. - Build (Production): We build the website and the systems behind it: fast, easy to use and yours. Every assistant is tested with real questions before anyone else sees it. Covers: Website · Systems · Assistant. - Launch (Launch): We put it live, show your team how to run it and stay close through the first weeks to measure, adjust and grow it with you. Covers: Launch · Training · Care. ## Services A premium brand is a chain of decisions, each one made for the people it has to convince. We make every link in house, so nothing gets lost between strategy, design and code. ### Brand strategy Before anything is designed, we learn what problem your work actually solves, then define who you serve, what you promise and why you are worth your price. Discovery sessions, research and a written strategy that every later decision is measured against. Principle: A brand is only as strong as the thinking behind it. We make that thinking explicit, test it against your market and write it down, so the design and the website have something solid to stand on. Signs a founder needs it: - People love the work once they are in the room, but the first impression undersells it. - You explain what makes you different a little differently every time someone asks. - Your prices are right, yet they feel hard to defend from the outside. - The business has grown, and the brand still speaks for the version you started with. What changes: - One clear position: A sentence your clients can repeat for you, specific enough that the right people recognize themselves in it. - An offer that leads somewhere: Services, programs and prices arranged so each one opens the door to the next. - Easier decisions: From a headline to a new program, every choice is measured against the same written strategy. What is included: - Discovery sessions: Structured conversations with you and, when useful, with your clients. We listen for what makes the work yours. - Market and audience research: Who else your clients consider, what they compare and what makes them say yes. - Your story: Why the work exists, who it changes and what only you bring, told so that a stranger trusts it. - Positioning: One clear statement of who you serve, what changes for them and why you are the right choice. - Offer architecture: How your services, programs and prices fit together, so the next step is always obvious. - Written strategy: One document with your positioning, audience, offer and key messages, ready to share with your team and partners. How it runs: - Listen: Conversations with you and, when it helps, with a few of your clients. We learn the story behind the business and what people say when they recommend you. The client receives: A summary of what we heard. - Research: We study your market, the alternatives your clients consider and the words they use to compare them. The client receives: A short research brief. - Define: We write the positioning, the audience and the offer structure, then test them against everything we learned. The client receives: A strategy draft to react to. - Hand over: We refine it with you and walk your team through it, so the strategy lives beyond the document. The client receives: The final written strategy. Questions: - Do we need a strategy before a website? In most cases, yes. A website built without a clear position ends up describing everything and convincing no one. The strategy phase is where that clarity comes from. - What do we get at the end? A written strategy you can share with your team: positioning, audience, offer structure and the key messages that the identity and the website will carry. - How involved do we need to be? A few focused conversations at the start and a review at each decision. We do the research and the writing. - Can the strategy stand on its own? Yes. Some founders take it to their own team. Most carry it into messaging, identity and the website with us, so nothing gets lost between one step and the next. - How is it priced? Every project is quoted after a first conversation, in a written proposal with the scope, the phases and the investment stated plainly. - How does it start? With a conversation, not a package. We learn where your business stands and propose the scope that fits it. More: https://www.hearttalecreative.com/services/brand-strategy ### Messaging Language your clients already speak: clear, grounded and impossible to confuse with anyone else. A voice, the key messages and the copy for every page, written by the same team that designs them. Principle: Premium clients read closely. Every sentence either earns trust or spends it, so we write the words and the design together and let each one shape the other. Signs a founder needs it: - Your website says what you do. It does not say why it matters. - Visitors ask questions the site should have answered. - Every page sounds a little different, depending on who wrote it and when. - You know the words are holding you back, and there is no time to write them. What changes: - Understood before the first call: Visitors arrive at a conversation already knowing what you offer and why it is different. - One voice everywhere: The site, the emails and the team sound like the same brand, on every channel. - Words that sell quietly: Each page answers the next question a client has, in the order they have it. What is included: - Voice and tone: How your brand sounds in a headline, an email and a hard conversation, written down so anyone on your team can use it. - Key messages: The few things every visitor must understand, in the order they need to hear them. - Founder story: The about page and the story behind the work, written from interviews with you so it sounds like you on your best day. - Website copy: Every page written for the layout it lives in, never pasted into a template afterward. - Emails: Welcome, confirmation and follow-up emails written in the same voice as the site. - Launch copy: Announcement, email and social lines ready for the day the site goes live. How it runs: - Interview: We talk with you, and sometimes with your clients, to hear how the work is described when nobody is selling it. The client receives: Notes and the words worth keeping. - Voice: We define how the brand sounds and the few messages every visitor must understand. The client receives: A voice guide and key messages. - Write: Every page is written for the layout it will live in, alongside the design, never pasted in afterward. The client receives: Complete page copy. - Refine: We read it with you, adjust anything that does not sound like you and prepare the words for launch. The client receives: Final copy and launch lines. Questions: - Can you work with copy we already have? Yes. We keep what works, rewrite what does not and make sure every page speaks with one voice. - Do you write in our voice or yours? Yours, made sharper. We study how you speak to clients and build the voice from there. - What do we need to prepare? Time for a couple of conversations. Existing materials help, but they are not required. - Is messaging included in a website project? It can be. Most website projects include it, because the words and the layout are designed together. - Do you use AI to write? For research and early drafts, never as the final word. Every line is written, read and decided by a person, in your voice. - How is it priced? Every project is quoted after a first conversation, in a written proposal with the scope, the phases and the investment stated plainly. More: https://www.hearttalecreative.com/services/messaging ### Identity A visual identity that reads as established from the first screen and holds together everywhere it appears. Logo, type, color, imagery and the rules that keep them consistent, delivered as a system your team can use. Principle: An identity is a set of decisions about type, color, space and image. Made well, they make every screen recognizable before anyone reads the name. Signs a founder needs it: - Your logo was made for a smaller version of the business. - Every flyer, post and slide looks slightly different from the last one. - Your clients pay premium prices, and the brand does not look the part yet. - Nobody on the team is sure which fonts and colors are really yours. What changes: - Recognized at a glance: A look people remember and connect with you before they read the name. - Consistent without effort: A system your team can apply to anything, from a slide to a storefront, and get it right. - A look that matches the price: Premium clients judge quality in seconds. The identity makes that judgment an easy one. What is included: - Logo and marks: A primary logo, a short mark and the versions each channel needs. - Typography and color: Families, scales and palettes chosen for how they read on screen, with contrast checked for accessibility. - Art direction: The rules for photography, illustration and motion, so every image feels like it belongs. - Everyday pieces: Cards, stationery, social templates and the pieces you use every week, designed in the same system. - Brand guidelines: A manual that explains each decision and how to apply it, ready for your team and your partners. - Files and handover: Every logo in print and screen formats, the font and color specifications and a walkthrough with your team. How it runs: - Direction: We translate the strategy into a visual direction and show you where it can go before anything is final. The client receives: A visual direction to react to. - Design: We draw the logo, set the type and the palette and test them on real screens at real sizes. The client receives: The identity, ready for review. - Apply: We put the system to work on the pieces you use most, so it proves itself before it ships. The client receives: Your everyday pieces. - Hand over: We document every decision and deliver the files your team and partners need. The client receives: The brand manual and every file. Questions: - We already have a logo. Can you work with it? Yes. We can refine what you have, build the system around it or recommend a new direction when the current one holds you back. - Do we need a strategy first? It helps. An identity built on a clear position is easier to design and easier to defend. If you already have one, we start from it. - What files do we receive? Every logo in print and screen formats, the font and color specifications and a complete brand manual. - Can the identity grow with us? Yes. The system is built to extend, and the manual shows how to add new pieces without breaking it. - Does identity include the website design? The identity defines the system. The website applies it, and most clients do both with us so the two stay aligned. - How is it priced? Every project is quoted after a first conversation, in a written proposal with the scope, the phases and the investment stated plainly. More: https://www.hearttalecreative.com/services/identity ### Websites Custom websites designed and developed in house: fast, accessible, editable by your team and built to convert. From the first wireframe to launch day: design, development, content management, performance and analytics. Principle: A premium website is felt before it is read. The pace, the motion and the detail tell a visitor who you are in seconds, so we design and build every page to hold that standard on any device. Signs a founder needs it: - The site looks fine on a laptop and falls apart on a phone. - Visitors leave before they understand what you offer. - Every small change means waiting on someone else. - People visit, and very few of them get in touch. What changes: - A first impression that holds: Fast on every screen, with the pace and detail that tell a visitor they are in the right place. - A clear next step: Every page leads somewhere: a booking, an inquiry, a purchase. Nobody has to guess. - A site your team runs: Pages, projects and articles edited in house, without waiting on a developer. - Results you can see: Analytics and search foundations in place from day one, so you know what is working. What is included: - UX and structure: The pages, the paths and the next step on each screen, planned around how your clients decide. - Design: Every page designed for desktop, tablet and phone, with the motion and interaction that make it yours. - Development: Custom code, fast loading and accessible markup, built to hold up on real phones and real connections. - Content management: A content system for pages, projects and articles, and a walkthrough so your team uses it with confidence. - Search and analytics: Clean structure, metadata, Search Console and analytics set up before launch, so results can be measured from the first day. - Launch and care: Testing on real devices, a careful launch and the first weeks after it, when real data arrives and small adjustments pay off. How it runs: - Structure: We map the pages and the paths through them around how your clients decide, then sketch the key screens. The client receives: A site map and wireframes. - Design: We design the key pages for phone, tablet and desktop, with the motion and detail that make them yours. The client receives: Designs to review, screen by screen. - Build: We develop the site in custom code, connect the content system and the tools you already use, and test it on real devices. The client receives: A working site to try before launch. - Launch: We put it live, show your team how to run it and stay close through the first weeks to measure and adjust. The client receives: A live site and a team ready to run it. What the studio builds with: Every site is designed and built from scratch in custom code: no templates, no site builders and no rented platforms. That is what lets it fit the business exactly, load fast and grow with it. - Front end: Next.js, React, TypeScript, Tailwind CSS, GSAP, Three.js, WebGL - Content: Custom admin panels - Payments: Custom checkout, Stripe - Hosting and data: Vercel, Cloudflare, Supabase, PostgreSQL - Email: Brevo, Resend - Analytics and search: Google Analytics, Search Console, Structured data Questions: - Will we be able to edit the site ourselves? Yes. Every site ships with a content system for pages, projects and articles, and we show your team how to use it. - Do you use templates? No. Each site is designed and built for the business it serves. - Can you redesign our current site? Yes, from scratch. A redesign with us is a new build in custom code and current technology, never work on top of the existing base, whether that is WordPress, Shopify, Squarespace or another ready-made platform. We carry over the content and the addresses that already bring visitors, and leave the old limits behind. - Who owns the site? You do. The code and the content are yours, and we hand everything over in working order if you ever move on. - What happens after launch? We stay close through the first weeks. After that you can keep us on for care and new features, with every request reviewed within 24 hours. - How is it priced? Every project is quoted after a first conversation, in a written proposal with the scope, the phases and the investment stated plainly. More: https://www.hearttalecreative.com/services/websites ### Custom systems Academies, booking, event ticketing, member areas and automations, built around how you work. The operational layer most founders outgrow before they notice, designed and developed as one platform. Principle: Growth breaks the tools that got you here. We replace scattered apps with one system built around your business, with automation and AI handling the repetitive parts and your team always keeping the final say, so you can take on more without giving up your evenings. Signs a founder needs it: - Registrations, payments and reminders run through a handful of tools that do not talk to each other. - Someone copies the same data from one app to another every week. - The platform you rent costs more each year and still does not fit how you work. - Your team spends its evenings on work a system could do. What changes: - One place for the whole operation: Registrations, payments, communication and attendance in a single system that you own. - Time back: Automations take over the repetitive work, and your team keeps the final say. - Room to grow: A modular foundation, so new programs, events and features join without rebuilding what already works. What is included: - Academies and courses: Online programs with lessons, progress and access control, under your own brand. - Booking and scheduling: Appointments, events and programs booked and paid in one flow. - Events and ticketing: Event pages, tickets, add-ons and discount codes, with attendee management in one place. - Payments and checkout: Secure checkout for tickets, bookings and programs, connected to everything else in the system. - Member areas and portals: Private content and client portals behind a login, with access your team controls. - Automations and AI: Deposits, balances, confirmations and reminders sent on time, and an AI assistant that answers from the same live data when you want one. How it runs: - Map: We learn how the business runs today: every tool, every handoff and every task someone repeats by hand. The client receives: A map of the operation. - Design: We design the flows and the screens for your team and your clients, and agree on what comes first. The client receives: Flows, screens and a build plan. - Build: We build in stages and test each one with real data before the next begins. The client receives: Working parts you can try as they land. - Run: We move your data across, train your team and stay on to maintain and extend the system. The client receives: A system your team runs from day one. What the studio builds with: We choose the stack for the job and connect it to the tools you already use, with your data in a database you own and payments handled by established providers. - Applications: Next.js, React, TypeScript, Node.js - Data and accounts: Supabase, PostgreSQL, Row-level security - Payments: Stripe, Webhooks - Email: Brevo, Resend - AI: Claude, Vercel AI SDK, OpenRouter - Hosting and scheduling: Vercel, Cron jobs, Cloudflare Questions: - Why custom instead of an off-the-shelf tool? Off-the-shelf tools fit most businesses a little. A custom system is made for your brand and your clients, is not bound by a platform’s fees or limits, and grows with you. Your clients book, pay and learn on tools of your own, which reads as more professional from the first click. - Can it connect to the tools we already use? Usually, yes. Payments, email and analytics connect so the whole flow works as one, and separate apps can share one live data layer. - How do you use AI in these systems? Where it removes work without removing you: answering common questions from your own facts, sorting requests and summarizing them for your team. Sometimes a plain automation is the better tool, and we tell you which. A person keeps the last word on anything that matters. - Do we own the system and the data? Yes. The code and the data are yours. Payments, email and hosting run on established providers you can move away from. - Who maintains it after launch? We can stay on to maintain and extend it, and your team can manage content and daily operations from day one. - How is it priced? Every project is quoted after a first conversation, in a written proposal with the scope, the phases and the investment stated plainly. More: https://www.hearttalecreative.com/services/custom-systems ### AI assistants & automation Assistants that answer from your own live data and automations that take the repeat work, built into systems your team controls. Assistants that read your own facts, automations that run on time and the panel your team decides from, designed and built as one system. Principle: An assistant is only as honest as its source. Ours read your published pages and live data, say so when they do not know, and hand the conversation to a person when it matters. The automations around them do the repeat work, and your team keeps the last word. Signs a founder needs it: - Visitors ask the same few questions every week, and someone answers each one by hand. - A message that arrives at night waits until morning, and by then the person has moved on. - You tried a chatbot once, and it made things up. - Confirmations, reminders and follow-ups go out only when someone remembers to send them. What changes: - Answers at any hour: Visitors get a clear answer from your own prices, dates and policies, day or night, in their own words. - Time back for the team: Confirmations, reminders and follow-ups go out on time, without anyone chasing them. - Every conversation counts: When someone is ready, they leave their details, and your team receives the conversation with a short summary of what they want. What is included: - AI assistants: An assistant on your site that answers from your own pages and live data, in the visitor’s language, and says so when it does not know. - Guardrails and handoff: Clear rules for what it never answers, every reply checked against them, and a direct path to a person for anything sensitive. - Lead capture and summaries: When a visitor wants to go further, they leave their details with consent, and your team receives the conversation with a short AI summary. - Automations: Deposits, balances, confirmations, reminders and follow-ups triggered by what happens in your system and sent on time. - Agents that act, with approval: Where it helps, an assistant that can also prepare a step for you, such as a booking or a reply, with a person approving each action. - Dashboards: One panel where your team sees conversations, requests and what needs attention, and decides what happens next. How it runs: - Map: We learn which questions arrive most, where the facts live today and which tasks someone repeats every week. The client receives: A map of questions, sources and tasks. - Design: We write the rules: what the assistant answers, what it never answers, when it hands over and what each automation does. The client receives: The assistant’s rules and the flows. - Build: We connect it to your live data, build the automations and test it against real questions before anyone else sees it. The client receives: A working assistant to try. - Run: We put it live, read its answers closely at first and adjust the rules with you as real conversations arrive. The client receives: A live assistant your team controls. What the studio builds with: Built from scratch around your own data. Payments, email and the language models come from established providers, and the model can be swapped without a rebuild. - Applications: Next.js, React, TypeScript, Node.js - Data: Supabase, PostgreSQL, Live data feeds - AI: Claude, Vercel AI SDK, OpenRouter - Email and payments: Brevo, Resend, Stripe - Hosting and scheduling: Vercel, Cron jobs Questions: - Will it make things up? It is built not to. It answers only from your own pages and live data, says so when it does not know, and every reply is checked against the rules you agree on. Anything sensitive goes to a person. - Does it replace my team? No. It takes the repeat questions and the reminders, and hands every conversation that matters to a person. Your team keeps the last word. - What does it read? Your published pages and, when you want, the same live data your booking and checkout use: prices, dates, availability and policies. Nothing else. - Can it take actions, like booking? It can prepare a step, such as a booking or a reply, and a person approves it before anything happens. We start with answers and add actions where they clearly help. - Is an assistant always the right tool? No. Sometimes a plain automation or a clearer page does the job better, and we tell you which. - Can I see one working? Yes. Cora, the assistant in the corner of this page, is ours. She answers from the studio’s own pages and passes your details on only if you choose to leave them. - How is it priced? Every project is quoted after a first conversation, in a written proposal with the scope, the phases and the investment stated plainly. More: https://www.hearttalecreative.com/services/ai-automation ## Case studies Every case below is real client work, with the live site where there is one. Figures are measured and dated; testimonials are the clients' own words. ### Sound Healing Tulum: From one WhatsApp number to a sanctuary guests can book on their own. - Sector: Sound sanctuary · Riviera Maya - Year: 2026 - Work: Brand identity, Website, Booking system, AI concierge, Photo and video - Live site: https://soundhealingtulum.com - Case study: https://www.hearttalecreative.com/stories-that-matter/sound-healing-tulum The client: Sound Healing Tulum is a private jungle sanctuary in Xpu-Ha, on the Riviera Maya, built around a natural cenote inside a cave. The team owns the grounds outright, and runs sound ceremonies, cacao work, private trainings, dining and events for guests across the region. Its reputation already reaches past the jungle. The sanctuary has appeared on Netflix’s The Perfect Match and Germany’s The Bachelor, with coverage in outlets including International Living and Hola Tulum Magazine. Where they started: The site behind that reputation could not take a booking. The only way in was a WhatsApp message to one phone number: no public prices, no visible availability and no way to pay online. Event pages that had sold out simply said so, with no way to capture the interest that arrived anyway. Every question about a date, a price or a group size went through one person, by hand. What the studio saw: - Booking lived in one inbox: Every date, price and group size was confirmed by hand over WhatsApp, with nothing about cost or availability visible on the site. - Sold-out pages lost demand: A page that had sold out simply said so, with no way to hold on to the guest who arrived too late. - Answers had to match checkout: Any assistant answering questions about price or availability would need to read the same data as the booking form, or risk promising something the sanctuary would not honor. The plan: We started with the parts a guest never sees: a catalogue an administrator could price without touching code, and a calendar that enforces the sanctuary’s one real rule, a confirmed booking takes the whole property for that day, not one room in it. Only then did we build outward: a booking flow that asks one question at a time, a payment layer that waits until a date is certain, and brand and content layered on top of a system that finally told the truth about what the sanctuary sells. What was built: We rebuilt the sanctuary’s entire digital operation, from first click to confirmed booking, and gave it a brand system, an AI concierge and a media library to match. - A bilingual site built to be found: The public site runs in English and Spanish, with its own page and path to booking for every ceremony, space, workshop and event. Motion follows one brief: nothing cuts to black, transitions expand into light instead. - An engine built around the sanctuary’s one rule: One system holds the full catalogue, pricing, add-ons, menu and every booking, priced the same way at checkout or by the front desk. The calendar enforces one rule: a confirmed booking takes the whole property for that day. Guests move through it one question at a time, and pay only once the date is confirmed, from their own page. - A concierge that only knows the truth: The Frequency Guide answers questions about ceremonies, pricing and availability by reading the same live data the booking form and checkout use, so the only prices it is given are the ones the sanctuary is charging. It runs on Claude, and every reply is checked afterward against the house rules. - A brand system built to travel: The identity comes from the client’s own mark: logos, colors and type checked for contrast, plus a matching lockup for Cenote Sagrado Events, the sister brand behind weddings and large private gatherings, documented in a single brand book a future designer can apply without asking. - Built to be read by people and by machines: Every page carries structured data describing what it is, with a sitemap and a robots file that names the AI crawlers it welcomes. A plain-language summary of the sanctuary, generated from the live content, is published for AI assistants to read. - Real material, kept real: Photography and video come from the sanctuary’s own spaces, organized by room and experience, with hero video on its major pages and a color pipeline that keeps the cenote’s water the turquoise it really is. The result: Guests can now find a price, see a real date and book the sanctuary themselves, without waiting on a reply. The work was tested like an operator would test it: pricing scenarios worked through case by case, a full run of the concierge’s standing questions, and a performance pass before launch. - Accessibility score: 100/100 (Lighthouse, mobile, home page, 25 September 2026) - SEO score: 100/100 (Lighthouse, mobile, home page, 25 September 2026) - Structured data: 15 of 17 (Public pages that carry it. Site audit, August 2026) ### Kyle Lam Sound Healing: From a practice you had to experience in the room to one people trust online. - Sector: Sound healing · Orange County, California - Year: 2026 - Work: Brand, Website, Copywriting, SEO, AI assistant - Live site: https://kylelamsoundhealing.com - Case study: https://www.hearttalecreative.com/stories-that-matter/kyle-lam-sound-healing The client: Kyle Lam has led sound baths and sound-healing trainings in Orange County since 2016, work that now spans a residency at Canyon Ranch and a client roster including Google, Four Seasons and Oakley. The practice runs on four offerings: public sound baths, private sessions across eight tiers, practitioner training in three levels, and gift certificates for any of them. Where they started: A session is built on presence and atmosphere, felt fully only in the room, and none of that comes across by simply listing services. A visitor needed to understand what a session actually is, and find a direct way into one, whether that meant a public event, a private booking or a training. The practice also runs two platforms of its own, one for event tickets and one for trainings. The main site had to be the front door to both, and never say something they contradict. What the studio saw: - Atmosphere doesn’t list itself: What makes a session distinct is felt, not itemized, so a page that only lists offerings leaves out the part that actually sells them. - Four offerings, one first impression: Public events, private sessions, training and gift certificates each needed their own clear path in, rather than one first impression trying to cover all four. - Credibility earned, not shown: A residency at Canyon Ranch and a client list that includes Google and Four Seasons are the kind of proof most practices do not have, and it deserved to lead rather than blend into general copy. - One front door, three platforms: The site, the events platform and the academy each hold part of the practice. A visitor should never find a date or a price on one that the others contradict. The plan: We treated the practice as one experience behind four clear doors, public events, private sessions, training and gift certificates, each with its own path in rather than one page trying to cover all four. The visual system pairs two typefaces around the wordmark and the brand colors: Cresci for display and Archivo for everything else. We also connected what runs separately: the events calendar and the training academy each feed one live data layer that the site and a new AI concierge both read from, so prices, dates and policies can only say one thing. What was built: The site runs on four clear paths for the practice’s offerings, a live data layer joining it to ticketing and training, and an AI concierge that answers only from what the practice actually offers. - Every offering, its own page: The site runs as sixteen interior pages plus the home page, each offering, public events, private sessions, training and gift certificates, with its own page and its own path in. A real 404 page keeps a visitor moving instead of hitting a dead end. Scroll motion runs on a small system built for this project, so pages feel considered without added weight. - Reservations, and one shared feed: Reservation and newsletter requests write straight to a database built for the site, with a confirmation email through Brevo the moment a request comes in, and bot protection keeping the queue real. The events calendar and the training academy, separate applications both, publish a live feed this site reads every ten minutes, the same feed the AI concierge relies on, so a date or a price only has to be right once. - An assistant that won’t guess: The Frequency Guide answers questions about sessions, pricing and training from the same live data the site runs on: offerings, FAQs, the events feed, the academy catalogue, and a written set of operating facts kept current by hand. It never asks for a name or email, and it says when it does not know rather than invent an answer. A conversation can be picked up again for sixty days and then closes, and anything about a health condition is handed to a person rather than answered directly. - A type system built for the brand: The wordmark and the brand colors carry through the whole site. Cresci sets the display type and Archivo carries everything else, with an italic accent kept for the occasional voice line. The trusted-by marquee runs as a continuous strip naming corporate and hospitality partners, Google, Four Seasons, Terranea, Crystal and Fairmont among them. - Built to be found: Each page carries its own share preview image and structured data describing the business, its offerings and its FAQs directly to search engines. A sitemap and robots file keep the site legible to search engines, and modern security headers ship on every response. Course pages carry their own FAQ schema, so common questions can surface directly in search results. The result: The site works the way the practice runs, and the numbers back it up. Every offering, public events, private sessions, training and gift certificates, has its own clear path from the home page, with a price, a date and a way to book. The events calendar and the training academy read into the same site, so nothing said in one place contradicts another. The same live data feeds the site, the reservation flow and the AI concierge, so a price or a policy only exists in one place. - Performance score: 93/100 (Lighthouse, mobile, home page, 25 September 2026) - Accessibility score: 100/100 (Lighthouse, mobile, home page, 25 September 2026) - SEO score: 100/100 (Lighthouse, mobile, home page, 25 September 2026) - Layout shift (CLS): 0 (Lighthouse, mobile, home page, 25 September 2026) In the client's words: “Hearttale has been a turning point for me, both in my work and in my brand. They have been by my side for the past three years, supporting my growth, and I’m incredibly grateful for everything they have contributed and continue to contribute to the evolution of my brand.” (Kyle Lam, founder of Kyle Lam Sound Healing) ### Sacred Earth Adventures: From a flat, four-trip menu to a page for every destination. - Sector: Small-group pilgrimage travel - Work: UX strategy, Website, Brand alignment, Copywriting - Live site: https://sacredearthadventures.com - Case study: https://www.hearttalecreative.com/stories-that-matter/sacred-earth-adventures The client: Sacred Earth Adventures leads small-group pilgrimages to Nepal, Egypt, Peru and Bali, for people who want more than a vacation. The trips range from Explorer, the most accessible, to Infinity, led in person by founders Demi Ward and Kade Fallins. Twenty percent of every trip goes to the SEA Foundation, which funds a primary school outside Pokhara, Nepal. For Demi and Kade, the business and the cause were never two separate things. Where they started: The previous site did the operational job: it listed the trips and told visitors what to expect. It did not do much else. A flat, four-item menu carried the whole list of trips. The page that explains why the founders do this work ran as five unbroken paragraphs next to one photo, and none of it adapted for a visitor on a phone. What the studio saw: - Nothing made for a phone: The layout did not adapt to a phone, so a visitor on one met the desktop page, shrunk. - No page per trip: Most trips had no page of their own to link from an email, an ad or a social post. - An architecture that overwhelmed: Instead of guiding a visitor toward one decision, the site put every destination and every tier in front of them at once. - A story with no pacing: The story was already there. The interface gave it no rhythm, so it arrived as one long block instead of a sequence a visitor could follow. The plan: The goal was a site that felt like the trips themselves: unhurried, and honest about what the work is. Emotional clarity came first, so every page says plainly what a visitor will get. Next came the flow of decisions, how someone moves from curious to ready to book. The architecture came last, built to carry both trust and wonder on every page. What was built: The redesign gave every destination its own page and rebuilt the site to hold up on a phone, a tablet and a desktop. - A page built for every trip: Every destination now has its own page, and the most requested trips have campaign variants built for email, paid media and social. A filter for destination, year and tier helps a visitor find the right trip without reading through all of them. The heavy blocks of text that used to carry the whole story on one page became paced sections with clear visual anchors, so the depth that was always there finally sets the rhythm instead of arriving all at once. The result: Every trip Sacred Earth Adventures sells now has a page built to sell it. The new site reads like Sacred Earth Adventures, spacious and close to how the founders actually talk. Every destination now has a page that can be shared, promoted and linked from email, paid media and social, on an architecture built so a new destination can join without breaking the rest. In the client's words: “For the first time, our website feels like us. People now understand our journeys before they even speak with us.” (Demi and Kade, founders of Sacred Earth Adventures) ### Kyle Lam Events: From scattered tools to one platform for events, tickets and trainings. - Sector: Events and ticketing · California and Florida - Year: 2025 - Work: Product design, Web application, Ticketing and payments, Email and CRM - Live site: https://events.kylelamsoundhealing.com - Case study: https://www.hearttalecreative.com/stories-that-matter/kyle-lam-events-app The client: Kyle Lam Sound Healing runs recurring sound baths, ceremonies and practitioner collaborations across California and Florida, alongside paid private and group trainings for people going deeper into the practice. It’s work built around the room: people show up in person for sound and ceremony, and some go on to train directly with Kyle. Where they started: As live events and trainings grew, registrations, payments, communications and attendance ran across separate tools that the practice did not own, and energy went into managing the gaps between them instead of into the events themselves. What the studio saw: - Operations split across systems: Events, trainings, ticketing and attendee records each lived in a different place, with nothing linking one to the next. - No single view of the practice: Revenue, logistics and attendance were tracked apart, so no one could see how an event was actually performing. - No room for new offerings: The setup could not absorb something like a training program without adding yet another outside tool. The plan: We treated events and trainings as infrastructure: one product, owned by the practice, where the event, the checkout, the attendee and the person running the night each have a clear, permanent place. That meant one system able to carry real payments and real bookings, with room to add a new kind of offer, like trainings, without reaching for another tool. What was built: A production web application, separate from the main site, that runs event discovery, ticketing, trainings and the whole back office. - Finding an event and getting a ticket: Visitors browse the homepage or filter by location, then buy on the event page itself: several ticket tiers with independent sale windows, add-ons with quantities, and a coupon field checked live. One ticket can register more than one person, and a confirmed order adds itself to Google Calendar and shares straight to WhatsApp, Facebook or text. Trainings live in their own catalog, grouped by category with bundle pricing, and check out the same way, with its own processing fee. A few events route ticket sales to an outside platform instead of Stripe, but the app still captures the buyer’s email first, so the practice keeps its own list either way. - Running the whole operation from one screen: Behind the public pages sits a full admin suite: an analytics dashboard for ticket revenue, fill rate and check-ins, event and venue management, and coupon rules scoped to specific tickets. A people workspace blocks a card, email or phone number after fraud or abuse, enforced at checkout. Attendees can be added, edited or checked in by QR code at the door. Newsletters go out through a builder that pulls live events into the email, and each new venue gets its own mailing list, so a message about a Florida event never reaches the California one. - Every event, ready to be shared: Each event page carries its own meta tags and schema markup, so listings read correctly to search engines from the day they publish. Sharing an event on WhatsApp, Facebook or Telegram pulls in the real title, description and image, rendered server side for exactly that purpose. The result: Kyle Lam runs every event and training from one platform the practice owns. From the first ticket sold to the person walking through the door, it all happens in one place, and finding an event leads straight to holding a ticket. The team can see how each event is doing, financially and operationally, from one screen instead of piecing it together after the fact. A new kind of offering, like trainings, no longer means a new tool. - Events published: 22 (Upcoming events live on the platform, 25 September 2026) - In continuous care: 13 months (Updates shipped since August 2025, project history) In the client's words: “Before working with Hearttale, I used Humanitix, which offered a wide range of services and options for selling tickets to my events. But once I entrusted this part of my business to Hearttale, everything became much simpler, faster, more practical, and more beneficial for my business. I now have a system built specifically around my needs, with the flexibility to grow alongside my brand.” (Kyle Lam, founder of Kyle Lam Sound Healing) ### Incognito Atelier: From a beautiful way of traveling to a studio people can find and believe in. - Sector: Luxury travel studio - Year: 2026 - Work: Brand, Website, Copywriting, SEO - Live site: https://incognito-atelier.com - Case study: https://www.hearttalecreative.com/stories-that-matter/incognito-atelier The client: Incognito Atelier is Valentina O’Kane’s luxury travel studio, for founders, investors and families who value discretion over display. She designs private trips, retreats for companies and families, and the Legacy Travel Portfolio, a long-term travel partnership. Behind all of it is Valentina herself: more than sixty countries explored, direct relationships with hotel groups such as Four Seasons, Rosewood and Aman, and a method of her own for designing every trip. Where they started: Valentina came to us with the studio and its way of working, and nothing yet to carry them: no brand, no website, nothing a future client could look at before the first call. Her kind of travel made the work particular. The trips she designs are private and her clients prefer to stay out of view, so the brand had to earn trust through tone and detail, with Valentina’s own voice at the center. What the studio saw: - Discretion is part of the offer: Her clients value privacy, so the site could not lean on names or loud proof. Trust had to come from the tone, the pace and the care in every detail. - Many ways to travel with her: Private trips, retreats for companies and families, hotel bookings, a long-term portfolio and standalone retreats like The Frequency Return each needed a clear place inside one studio. - A person at the center: Clients come for Valentina and the way she designs a trip. The brand had to carry her voice and her method without turning into a personal page. The plan: We began with the name. Incognito suggests something kept quiet, and the identity follows it: a high-contrast serif whose A opens with a stroke so thin it almost disappears, set in copper and forest green that feel rich without being loud. The site came next, built with the same restraint: a page for each way to travel with the studio, Valentina’s story and her method told in full, and on every page a quiet invitation to request a private consultation. What was built: A complete identity, and the site that carries it: every offer and Valentina’s own method, in one voice. - A monogram with the name folded in: The logotype sets Incognito Atelier in a high-contrast serif, and its A, with the hairline stroke that opens it, becomes the monogram: the dot of an i rests above the A, so Incognito and Atelier share a single letter wherever the full name cannot fit. Copper, used as a gradient like metal leaf, sits on forest green and cream, with taupe for quiet text and ink for reading. Playfair Display sets the headlines, Libre Caslon the lines meant to feel written, Montserrat and Open Sans the practical text, and a handwritten script appears only for the names of travelers under their own words. - A page for every way to travel: The home page opens on film and moves through the studio’s five principles, its network of twenty hotel and travel partners, and the words of past travelers. Each offer has its own page: signature trips, private retreats, the Legacy Travel Portfolio, and The Frequency Return, a nine-day retreat in the Red Sea. Valentina’s story and her VELA Method are told step by step on a page of their own. The motion stays slow: sections rise into view, photographs dissolve into one another, a headline turns through its words, and the header slims down as the page scrolls. - Ready for search from the first visit: Every page arrives complete, with its own title, description and canonical address, before any script runs, and a sitemap and robots file guide search engines through the site. The result: A studio that works in private now has a public face as careful as its trips. Incognito Atelier now shows who it is before the first conversation: the brand in copper and forest green, each way to travel on its own page, and Valentina’s method written out for anyone deciding whether to call. The identity holds from the full logotype down to the monogram, and every page is ready for search the moment it loads. - SEO score: 100/100 (Lighthouse, mobile, home page, 25 September 2026) - Accessibility score: 96/100 (Lighthouse, mobile, home page, 25 September 2026) - Layout shift (CLS): 0.00 (Lighthouse, mobile, home page, 25 September 2026) In the client's words: “I had previously worked with several people on different websites for my businesses, but I have to say that working with Hearttale was different from the very beginning. They made the entire process of bringing my online presence to life so much easier, and the final result was even better than I could have imagined.” (Valentina O’Kane, founder of Incognito Atelier) ### Kyle Lam Academy: From trainings that needed Kyle in the room to an academy that keeps teaching. - Sector: Sound healing trainings · Online - Year: 2026 - Work: Product design, Learning platform, Payments, Admin panel, AI assistant - Live site: https://academy.kylelamsoundhealing.com - Case study: https://www.hearttalecreative.com/stories-that-matter/kyle-lam-academy The client: Kyle Lam teaches sound healing, from crystal bowl and gong technique to the business of running a practice. His academy takes that teaching online, for practitioners who want to learn from him on their own time. Public sound baths and private sessions still run on his calendar. The academy is the part built to keep teaching when he is not in the room: trainings a student buys once and comes back to, and consultations for those who want his eyes on their own work. Where they started: The deeper trainings existed only as live sessions: five hours at Kyle’s home in Laguna Woods, or the same over Zoom, one student at a time. Booking meant filling out a form and waiting for someone to call back with a date. There was no account to log into, no library to return to, and no way to buy a training and start that same day. Every step depended on a person answering the form. What the studio saw: - The line built to scale: Trainings were the one part of the business meant to grow beyond Kyle’s calendar, and they still sold one live session at a time, through a form followed up by hand. - Learning continues later: A student needs a place to come back to: the lessons, the files and what they bought, long after the first class. - A catalog needs a back office: Several trainings at different levels meant coupons, access and refunds, and someone had to see at a glance when a payment went wrong. The plan: We built the foundation first: the catalog, the student accounts and the dashboard the team would run it from, on the same visual system as Kyle’s events platform, so the two read as one studio. Checkout came next, then the tools that keep it trustworthy with real money: coupons, a watch on every payment, and paid consultations once the catalog could carry them. What was built: A complete academy: a public catalog, a library for every student, the back office behind them, and an assistant that knows every training. - The catalog and the student library: Ten trainings across a technical and a business track, each with its own page and full syllabus. A visitor creates an account, pays, and lands in a library built around what they bought, with every lesson and file waiting there. Practitioners who want feedback rather than a course can book a private consultation on sequencing, business or equipment, in four lengths. - A back office sized to the team: One dashboard covers trainings, offers, coupons, students and access, so the team can publish a training or open it to someone without touching code. Payments get the same visibility: anything that went wrong with a charge, sorted by severity, beside the full payment log. The team can also see the academy exactly as any student sees it. Consultation lengths and prices are set from the same place, with a separate price for students, and only the active options appear on the public form. - An assistant that knows the catalog: Visitors and students can ask about the trainings in their own words. The assistant answers from the academy’s live catalog, its tracks, levels and syllabi, so it never describes a course the academy does not offer, and it points each person to the right training or to a consultation. - Built to be found: Every training page carries its own description, sharing cards and course data for search engines, and the sitemap updates itself as trainings change. The catalog is also published as an open feed that other systems can read. The result: A training that once took a phone call to book now starts with one click. The academy is live, and everything in it can be bought without waiting for a call back: the trainings and the consultations, through one account and one checkout. What used to mean booking five hours at Kyle’s home now ends in a library a student can return to, and the back office gives a small team the control an operation like this needs. - Trainings online: Live sessions by request to 10 (In a technical and a business track. Academy catalog, 25 September 2026) - Consultations: 4 lengths (Booked and paid online. Academy consultation page, 25 September 2026) In the client's words: “From the moment I first had the idea of creating an online academy, Hearttale has been there to guide and support me through every decision and every step of the implementation. They created a system specifically designed around my business model, giving me the flexibility to grow and adapt it as my needs evolve. The entire process has been much easier and more beneficial because of their support.” (Kyle Lam, founder of Kyle Lam Sound Healing) ### Marissa Abisai Ceja: From a coming-soon page to a site as careful as the work itself. - Sector: Somatic breathwork · Nashville and Tulum - Year: 2026 - Work: Brand, Website, Copywriting, SEO - Live site: https://marissaabisaiceja.com - Case study: https://www.hearttalecreative.com/stories-that-matter/marissa-abisai-ceja The client: Marissa Abisai Ceja is a breathwork coach and somatic healing practitioner. She works privately with women carrying stress, grief and trauma in the body, in seasonal residencies rather than one fixed studio, between Franklin, Tennessee and Tulum, Mexico. Her practice centers on Emotional Release Therapy, alongside Healing Air Breathwork, the method she developed herself, and Metanoia, a private multi-day immersion in Tulum, Sedona or Menorca. Where they started: For more than a year, her website was a coming-soon page: a logo, a background color and an email signup. Before that, an older WordPress site from 2021 had gone stale. There was no way to read about her services, understand her approach or book a session. Anyone who found the domain saw a signup form and nothing else. What the studio saw: - Nothing online explained the work: Anyone who found her name met a signup form: no description of her services, her method or where she practices. - A method with its own name: Healing Air Breathwork is her own method and Emotional Release Therapy her lead service. Both needed words that are precise and careful, and never clinical. - Two places, one practice: She works in seasonal residencies between Franklin and Tulum, so people in each place needed to find her where they are. The plan: We built the structure around Emotional Release Therapy, her lead service, with its own page for each place she practices, and gave Healing Air and Metanoia the same care. Then came a refinement pass across finish, accessibility, speed and technical search, so the site holds up on every phone and reads clearly to search engines. What was built: We built the brand, the site and the technical foundation behind it, all from zero. - A site built around the practice: Pages for every service and every place she practices: Emotional Release Therapy, Healing Air Breathwork and Metanoia, with their own Franklin and Tulum pages, in English and Spanish where it mattered. Behind the site, an inquiry dashboard lets her read and manage every lead in one place, with notifications and a newsletter by email. - A palette and a voice: A gold and dark palette built as design tokens, with its own accessible gold for small text, since the marketing gold does not pass contrast on its own. Vigosamine, a display serif, sets the titles. Newsreader carries the paragraphs. A full logo set, in light and dark, plus the icons and manifest that let her site install like an app on a phone. - Built to be found: A linked schema graph ties her, her business and her site together for search engines, with dedicated markup for each service, her FAQs and the path between pages. An IndexNow key notifies Bing and Yandex the moment a page changes, instead of waiting for the next crawl. - Texture, kept light: We generated and tuned paper and linen textures so the site feels tactile without the weight of a photograph. Eight portraits from her teaching lineage, cropped and prepared for the About page, sit alongside her own photography from Tulum and Holbox. The result: Her work now has a home that explains it, place by place, in her own words. Anyone who finds her name now finds her work: what each service is, where she practices each season and how to reach her. Her client stories are published and indexed, and every form is protected against spam. - Home page LCP: 2.16 s (Largest contentful paint. Lighthouse lab measurement, August 2026) - Layout shift: 0 (Home page. Lighthouse lab measurement, August 2026) - Accessibility violations: 0 (axe-core on 11 pages at two widths, August 2026) ### Kaila Hall: A healer with a designer’s eye, and a home that finally shows both. - Sector: Reiki and sound healing · West Seattle - Year: 2026 - Work: Brand identity, Website, Booking system, Copywriting, SEO - Live site: https://kailahall.com - Case study: https://www.hearttalecreative.com/stories-that-matter/kaila-hall The client: Kaila Hall is a certified Reiki Master and sound healer in West Seattle, and a former corporate strategist herself. She works with Reiki, sound and biofield tuning, one to one and with whole teams, for people who give constantly and rarely receive. Before Reiki, she designed interiors and then spent years as a strategist inside one of the world’s largest technology companies. Today she also designs for other healers and soul-led brands, alongside a practice built for overworked professionals, caregivers and the corporate teams she once belonged to. Where they started: Her practice was real. Her website was not carrying it. Prices lived only inside a scheduling tool, and the whole site held a single photograph of her. The offer she most wanted to lead with, the Corporate Resonance Series, had no page of its own. It only existed inside that same tool. The booking tool itself had a ceiling. Bundles were not real packages, just single sessions priced to look like one, and corporate pricing existed only as a block of text, worked out by hand every time. What the studio saw: - Invisible at the moment of search: People in Seattle look for exactly this kind of help, and the old site had nothing built to meet them: no content plan and no local search signals. - Her top offer had no page: The Corporate Resonance Series, the work she most wants to be known for, lived only inside her booking calendar, with no page of its own on the site. - Friction before the first hello: Services sat inside accordions and a scheduling widget, and a visitor met exactly one photograph of Kaila before being asked to commit to anything. - A name in front of her: Freqs of Love fronted the practice everywhere. Kaila, the person every testimonial is actually about, stayed a step behind her own brand. The plan: None of this reflected the quality of her work. What she lacked was a platform built to put that work in front of the right people. We started by reading the whole practice: every page of the old site, her full pricing and calendar, and the way she talks to people. That became one working document both sides returned to for every decision that followed. The priorities came in order: be found by the people in Seattle already searching for this work, remove the friction at the moment someone is ready to book, then give the Corporate Resonance Series a public home. Freqs of Love stayed alive as the name of her signature session, because it had earned its place. What was built: We rebuilt everything a client or a visitor touches: the site, the booking system behind it, her brand identity, and the search foundation underneath all of it. - Built in her own voice: Twenty-four pages, from the practice itself to a Journal and a private page for what clients take home after a session. A hero film pulls back as you scroll, the headline writes itself letter by letter, and a strip of nine real photographs stands in for the studio. We checked every sentence against her own past writing before it shipped, in an audit that caught anything sounding like a design brief instead of Kaila. Every price that used to hide inside a booking widget now lives in the open, on the pages people read before they decide. - A booking system of her own: We replaced the old scheduling widget with a booking system of her own, with a rule inside the database itself that makes a double booking impossible, even when two people reach for the same slot at once. Booking itself became one question at a time instead of a grid of time slots, a deliberate move away from the feel of the old scheduler. Her own control panel now runs the whole practice, from today’s schedule to corporate inquiries, opened with a single emailed link and no password to remember. - A brand identity built around her: We designed a new personal-brand identity around Kaila Hall herself, with Freqs of Love kept as the name of her signature session rather than the mark carrying her whole practice. The system shipped as a symbol, three lockups, a favicon set and the tokens that wire it into the site’s own code. All of it sits inside a full brand manual: seven sections, running from the foundations of the mark through color, type and how the identity behaves in the wild. On the site, a warm gilt joins the black and the red, always as a material, in edges, hairlines and rings, never as a flat block of color or a line of text. - A search foundation, built before launch: Every route carries its own hand-written title and description, not a template repeated twenty-four times. Structured data went live for the business itself, for the FAQ, for every Journal article and for the corporate page, so search engines can read the practice the way a person would. The sitemap and crawl rules already point at her own domain. The result: A practice that was always real now has a digital home built to match it. Every automated accessibility check on the new site passes, across all twenty-four routes. Every price that used to hide is now public, and the Corporate Resonance Series, the offer she most wants to be known for, finally has a page of its own. - Real photographs: 1 to 122 (The old site held one photograph of Kaila (captured 8 June 2026); the new one carries 122 from her own sessions) - Accessibility: 100/100 (On all 24 pages. Lighthouse lab measurement, 11 September 2026) - Layout shift: 0 (On every page. Lighthouse lab measurement, 11 September 2026) ### Breathwork Tulum: From a template site to a practice that feels as steady as a breath. - Sector: Breathwork and somatic coaching · Tulum - Year: 2026 - Work: Brand identity, Website, Copywriting, SEO, AI assistant - Live site: https://breathworktulum.com - Case study: https://www.hearttalecreative.com/stories-that-matter/breathwork-tulum The client: Sabine Binns runs a trauma-informed breathwork and somatic coaching practice from Tulum, Mexico, for people moving through burnout, transition and change. Sessions range from private and couples work to corporate teams, in person across the Riviera Maya or online worldwide. She trained directly with Clarity Breathwork’s co-founders, and now leads everything from private sessions to a first residential retreat in the Riviera Maya. Where they started: The previous site ran on GoDaddy’s website builder: keyword-stuffed titles, one generic meta description on every blog post, and photos served smaller than the originals she actually had. Google already knew forty-five of its addresses, nine pages and thirty-six articles: ground to hold onto, not abandon. She also needed a site she could run on her own, between sessions and retreats, without waiting on anyone to change a date, a price or a photograph. What the studio saw: - Forty-five addresses worth keeping: Google already knew nine pages and thirty-six articles on the old site. A new site could not afford to lose the ground they had earned. - Her photographs, served small: The builder shrank the photographs she already had, so the practice looked smaller online than it is in person. - Many ways to work with her: Private, couples, corporate and online sessions, and now a residential retreat, each needed a clear way in without crowding the others. - Facts written three ways: Group sizes and retreat details appeared differently across the old pages. Each one was confirmed with Sabine before it went live. The plan: We built the site as interchangeable sections rather than a fixed template, so Sabine could arrange, hide or rewrite any part herself without touching layout. Every fact, from group sizes to retreat details, came from her directly. We mapped the old site’s forty-five indexed pages onto working destinations before touching anything else, so nothing already ranked with Google was put at risk. Brand and AI came after: a corrected logo system across every format, and an assistant that reads the site’s own pages instead of a script that goes stale. What was built: Six disciplines came together to replace the templated site: a rebuilt website, a management system, a grounded AI assistant, a corrected brand, search groundwork and a custom photo pipeline. - A site built from sections: Sixteen marketing pages and a thirty-seven post blog, built from twenty-one reusable sections rather than fixed templates: a full-screen hero video with its own sound toggle, a three-phase method, photo bands, galleries, testimonials, FAQs and more. Sabine assembles and edits pages herself, and nothing unfinished has to go live. - A management system built for her: A Payload CMS admin built and branded for this practice alone, with Live Preview, autosave and version history. An Inbox collects every contact form and newsletter signup, alongside a Testimonials collection and her own branded password-reset email. - NUMA, grounded in her own site: NUMA answers from the site’s own published pages and the facts the team adds in its panel, not a script: publish a change and its answers update with it. It replies in whichever language a visitor uses, never in markdown, and hands to WhatsApp only when the moment calls for it. - A logo system finished and organized: A full technical correction to the logo: baseline realignment, a registered mark on the wordmark, gold brought up to accessibility contrast. It now exists as three lockups, a wave symbol and social profile art, in SVG, PNG and print CMYK, hers outright to use. - Keeping what Google already knew: Every page carries its own metadata, canonical URL and structured data linking the organization, the business listing, Sabine and the site as one entity search engines can read directly. The old blog’s forty-five indexed addresses were mapped one by one to a working page. - A photo pipeline built by hand: Every photograph she uploads becomes four responsive sizes on its own, so a phone gets a light image and a large screen keeps the full one. Mobile image weight dropped by roughly two-thirds on the pages measured, and an oversized upload gets a plain explanation instead of an error. The result: Every page the old site had earned with Google is still standing, on a new site Sabine now runs herself. Forty-five old addresses now lead to a working page on the new site, checked one by one rather than assumed. Mobile pages load lighter, roughly two-thirds less image weight on the pages measured, while desktop kept its full-size images. Sabine edits her offers and retreat details herself, field by field, without touching layout. Phase one closed on schedule in August, and the site has kept changing since, through her own edits and further studio work. - Mobile image weight, home page: 4,845 KB to 1,778 KB (Measured on mobile, before and after the new pipeline shipped. August 2026.) - Indexed pages preserved: 45 of 45 (Every address Google had indexed on the previous site, checked live, 25 September 2026.) - SEO score: 100/100 (Lighthouse, mobile, home page, 25 September 2026) - Accessibility score: 97/100 (Lighthouse, mobile, home page, 25 September 2026) In the client's words: “Redesigning my website was a deeply personal challenge, one I had been putting off and carrying with me for a long time. I also had so many ideas in my head that I honestly couldn’t imagine how they could all be brought to life. Hearttale managed to turn those ideas into something real in a way I never could have done on my own. The result was incredible, and I’m so proud and happy with what we created. Most importantly, I felt supported and accompanied throughout the entire process.” (Sabine Binns, founder of Breathwork Tulum) ### Fuck It, Just Book It: A luxury travel brand built on one permission: stop overthinking. - Sector: Luxury travel brand - Year: 2026 - Work: Brand strategy, Identity, Verbal identity, Guidelines - Case study: https://www.hearttalecreative.com/stories-that-matter/fijbi The client: Fuck It, Just Book It is a luxury travel brand for the traveler who already knows what they want and needs someone to make saying yes easy. Its offer is curation, handpicked properties and collections, chosen so that person never has to wade through every option. FIJBI, the short form, carries the same personality wherever the full name cannot go. Where they started: The brand starts from one observation, written into its values: travel paralysis is real. Too many options, too much research, and a trip that stays in the planning stage. The name answers it with a permission. The work was to turn that permission into an identity that feels bold and still reads as luxury. What the studio saw: - Nerve and elegance at once: The name swears. The identity had to keep that edge and still look like a brand people trust with an expensive trip, without one side canceling the other. - A long name, small places: The full name cannot sit on a wax seal, a favicon or a lapel pin. The brand needed a second mark that carries the same weight. - A voice that recommends: Luxury that sounds like a friend with exceptional taste: direct, playful, confident and warm, never a catalog or a search engine. The plan: We built the identity on the tension inside the name. “Book It” carries the weight and the action; “Fuck It,” in burgundy, is the impulse that comes first, contained and precise; “JUST” is the quiet bridge between them. Every rule followed from that: a proportion system for the logotype, a seal for the places the full name cannot go, a palette and three typefaces with one job each, and a voice written down so anyone can use it. What was built: Thirty pages of visual guidelines: the marks and their rules, the color, the type, the voice and every way the brand must not be used. - The logotype and the seal: The logotype is built on a module: the width of the stem of the B in “Book It.” “Book It” spans four modules and “Fuck It,” one, a hierarchy that needs no explanation. Clear space and minimum sizes come from the same module. The FIJBI seal interlocks its letters on a shared spine, with a small “.com” set apart to say the brand was born digital. It only ever appears in FIJBI Burgundy or in white. - Color and type: Six colors, each with its reason and its print and screen values: FIJBI Burgundy as the anchor, Desert Sand and white to let it breathe, Terracotta and Gold Highlight used sparingly, and Midnight Black as the foundation. Playfair Display carries the headlines, Raleway the labels and navigation, Cormorant Garamond the long reading, and a custom script is kept for “Book It” alone. - How it speaks: Four pillars define the voice: direct, playful, confident and warm. The tagline puts the whole promise in seven words: “Your dream trip is one click away.” - What never happens to it: The guidelines show every misuse beside the correct version: altered colors, swapped typefaces, distortion, rearranged parts, added elements, cropping, low contrast and decoration. The result: A brand with nerve and taste, written down so it looks and sounds the same everywhere. The guidelines give FIJBI what it needs to show up the same way on a luggage tag or in a partnership deck: the marks and their rules, the palette, the type and the voice, each decision with its reason. In the client's words: “When I came up with the name for my brand, I thought bringing it to life in a way that would truly connect with the audience I wanted to reach was going to be incredibly difficult. But the work Hearttale did on the brand identity was exactly what I needed, and far better than I could have imagined. I’m so grateful that they helped turn a dream I had been carrying for a long time into something real.” (Valentina, founder of Fuck It, Just Book It) ### Jetset With Jeannette: From a generic template to a site with a correspondent’s authority. - Sector: Bilingual travel journalist and TV host - Year: 2026 - Work: Website, Art direction, Spanish and French, Accessibility, Search foundations - Live site: https://jetsetwithjeannette.com - Case study: https://www.hearttalecreative.com/stories-that-matter/jetset-with-jeannette The client: Jeannette Ceja is a bilingual travel journalist, television host and global public speaker. A Mexican-American journalist born in Orange, California, she reports in English and in Spanish on women’s travel, luxury travel and travel for the Latino community. Her work has aired on BBC World News, FOX 11 Los Angeles, Univision and Spectrum News 1, among others. She has hosted and moderated on stages such as the Global Tourism Forum in Turkey, the Forbes Travel Guide Summit and a conference at the European Parliament, and she is one of the thirty women travel writers behind Lonely Planet’s Women Travel Solo. Where they started: Her career read like a correspondent’s. Her website read like a template. Every section sat inside the same boxed column, headings were set so tight their letters almost touched, and a title looked the same on a wide screen as on a small laptop. Underneath, the problems were measurable. An automated accessibility check flagged 113 elements across five pages, none of the 117 images carried a text description, and no page had a meta description, a share card or structured data. The home page alone transferred more than 4 MB. What the studio saw: - Authority lost in the layout: An international career was set in a generic boxed layout, with no hierarchy to tell a visitor what mattered first. - Invisible to search and to sharing: With no descriptions, no share cards and no structured data, search engines and social networks had to guess who she was. - Closed to part of her audience: 113 accessibility issues across five pages, and not one of 117 images described for someone who cannot see it. - One language for a bilingual career: She works in English and in Spanish, and the site spoke only English. The plan: We began by moving the site exactly as it was onto new technology: the same five pages, the same addresses and every sentence she had written, checked by script, so nothing she had published could be lost in the move. Then the design brief opened. We built three art directions as working pages, and Jeannette chose the one we called Corresponsal: the authority of an international correspondent, a serif display, fine rules and full-bleed photography, with her photographs set like paper prints and travel postmarks used sparingly. Every page then went through twelve rounds of critique on art direction, hierarchy, motion and the phone experience before it shipped. What was built: We rebuilt the whole site on a modern stack, gave it an art direction equal to her career, and opened it to two more languages without moving a single address. - A correspondent’s front page: The site opens on a full-screen reel of her on stage and on air, with sound one tap away and a pause button always in reach. Sixteen of her own photographs lead the pages, set like paper prints, and her press wall now shows twenty-two outlets in one list for every screen size. The layout, the type and the spacing are all new, drawn on one fluid scale from phone to desktop, while every word she wrote stays where she put it. - Three languages, the same addresses: English keeps every address search engines already knew. Spanish and French live under /es/ and /fr/, each with its own translated page names, and every page tells search engines which language it is in and where its versions are. A script checks 835 strings across the three languages, so nothing goes missing when the site changes. - Found, and shared, as herself: Every page now carries its own title, description and share card, generated for each language, and structured data tells search engines who Jeannette is and where to find her. Every old address still answers, and the leftovers of the previous platform redirect to the pages that replaced them. The result: A career told with the authority it had already earned, now in three languages. On the live site, all fifteen pages in the three languages pass an automated accessibility check with no issues, keep their full content with JavaScript turned off, and never scroll sideways on a phone. - Accessibility: 88 to 100 (Lighthouse, mobile, home page. Previous site on 25 September 2026; live site on 28 September 2026) - Accessibility issues: 113 to 0 (axe-core, WCAG 2.2 AA rules. Five pages of the previous site on 25 September 2026; fifteen pages of the live site, in three languages, on 28 September 2026) - Search: 92 to 100 (Lighthouse SEO score, mobile, home page. Previous site on 25 September 2026; live site on 28 September 2026) - Languages: 1 to 3 (English, Spanish and French, with the English addresses unchanged) In the client's words: “I was introduced to Hearttale Creative through a friend’s recommendation, and I decided to entrust them with my entire online presence. From the beginning, I felt confident putting the project in their hands, and the final result exceeded my expectations. I’m genuinely proud of my website and of what we created together. It has gone beyond the references I had in mind and has given my brand an online presence that feels truly aligned with who I am and the level of work I want to represent.” (Jeannette Ceja, bilingual travel journalist) ### Tarot with Gabriel: From a WhatsApp chat to a table anyone can book, in Tulum or on a call. - Sector: Marseille tarot reader · Tulum - Year: 2026 - Work: Brand identity, Website, Booking system, Admin panel, Copywriting - Live site: https://tarotwithgabriel.com - Case study: https://www.hearttalecreative.com/stories-that-matter/tarot-with-gabriel The client: Gabriel has read the Tarot de Marseille since 1992. He reads at his table in La Veleta, Tulum, and by video call for anyone who cannot come, and he offers full readings, single questions, readings for couples and malocchio clearing, the Italian work against the evil eye. He came to the cards from a kitchen. He was working as a chef in Paris when an economic crisis ended that chapter, and he went back to a deck a medium had given him six years earlier. He is also a visual artist, and in April 2026 The Tulum Times published a long interview about his practice. Where they started: There was no website. Every reading was arranged in a WhatsApp chat with Gabriel himself, and the readings and their prices were written by hand on signs where he reads. For someone already in Tulum, that worked. For someone abroad, in another time zone, it meant a message, a wait and a back and forth about hours before anything was booked. Apart from the newspaper interview, there was nowhere to read how he works. What the studio saw: - Every booking was a conversation: Readings, days and hours were settled message by message, and Gabriel answered each one himself. - Two kinds of visitor, two clocks: Some people sit at his table in Tulum. Others can only meet him on a video call from another country, so every time had to make sense in both places. - His tradition is easy to get wrong: Most tarot imagery shows the Rider-Waite deck. Gabriel reads the Tarot de Marseille, and the portrait we started from had cards from the other deck painted around him. - Malocchio needed his words: The evil eye sounds like theatre. Gabriel describes it as the ordinary weight people pick up from others, and the site had to explain it the way he does. The plan: We started from his own words. The interview and his signs became the only sources of fact: his quotes stay in his own English, and anything not on record, from how long a session lasts to what clients say about him, stays off the site until he confirms it. The brief asked for suspense, smoke and cards a visitor can actually play with, set between tarot and the night sky, without slowing down the one thing that has to be easy. Booking a reading had to take a couple of minutes. So the motion lives around the booking and never in its way, and with reduced motion the whole site stays complete and still. What was built: We drew Gabriel a mark, built a bilingual site that feels like sitting down at his table, and gave him a booking system with a panel he runs himself. - A table set in three dimensions: The home page opens on a small 3D stage. Gabriel stands at its center, cut out of his portrait with the painted cards taken away, and real cards from the Marseille deck Nicolas Conver printed in 1760 fly in on a spiral, settle into a ring around him and follow the pointer. As the page scrolls, the ring turns and fog rises from the next section. His five readings are dealt onto the table one card at a time, the way a reader throws them. Gabriel is always a real photograph: his face is never animated or regenerated, and anything made with AI is only atmosphere, like the smoke and the table. - A card for today: Visitors pick one card from a fan and get a short reflection for their day, in English or in Spanish. Each device gets one card a day, and a fresh fan appears after local midnight. The reflections were written for the site from the traditional meaning of each card, and they say plainly that they are something to think with, not one of Gabriel’s readings. Death and the Devil are left out of the draw, so nobody starts the day with a frightening card. - Booking that takes a couple of minutes: A visitor chooses a reading, a day and a time, then leaves their details. Times appear in Tulum time and in the visitor’s own time zone, and the database itself refuses a second booking for an hour that is already taken, so two people can never hold the same seat. The price is read on the server at the moment of booking, and a confirmation email in the site’s style goes out in the visitor’s language with a booking code. Nothing is charged online, and WhatsApp stays one tap away for anyone who would rather talk to him first. - A panel Gabriel runs himself: Gabriel signs in with his email and password and sees his readings day by day. Each booking opens with buttons to message the client on WhatsApp or call them, a status he can change and notes only he can read. From the calendar he closes or reopens any hour. From the prices page he sets what each reading costs, and the site, the booking form and the confirmation email use the new price as soon as he saves, while bookings already made keep the price they were booked at. - A mark held like a hand of cards: The mark is three cards fanned as if held in a hand, with a star on the one in front. The name is set in spaced Bodoni capitals with an italic “with” between Tarot and Gabriel, in gold and bone on near-black ink. - Found in two languages: Every page exists in English and in Spanish at its own address, tells search engines which language it is in and where its other version lives, and carries its own title, description and share card. Structured data describes the practice with documented facts only: the neighborhood, the hours, the readings and how to reach him. The result: Anyone can now read how Gabriel works and book an hour at his table, from Tulum or from another time zone. The text and the booking button on the first screen are there before any script runs, and with reduced motion every animation gives way to a still, complete page. - Readings you can book online: 0 to 5 (Before, every reading was arranged on WhatsApp. Live booking form, 2 October 2026) - Accessibility: 100/100 (Lighthouse, mobile, home page in English and in Spanish, 2 October 2026) - SEO: 100/100 (Lighthouse, mobile, home page in English and in Spanish, 2 October 2026) - Best practices: 100/100 (Lighthouse, mobile, home page in English and in Spanish, 2 October 2026) ## Questions about Hearttale - What is Hearttale Creative? A brand and digital studio. The name is the promise: a founder’s tale, carried with heart. We design brand strategy, messaging and identity, and build custom websites and the systems behind them. - Who is behind the studio? Sergio Helguera founded Hearttale Creative and leads every project. The person who listens to your story is the one who shapes the work. - Who do you work with? Founders in any field and at any stage, from a first idea with no name yet to an established business ready for its next level. - Why a heart? Because a heart does two things at once, and so do we. It is where what is human in a business lives, and it is the one engine that never stops, keeping everything moving without being asked. In our mark, the pearl loop stands for the story and the gold swash for the systems that keep a business running. - How do we start? Write to us or use the form below. We reply within 24 hours and suggest a first conversation. - Who do you work with? Founders in any field, at any stage. Some arrive with an idea and no name yet; others run an established business and want a brand and systems that match where it is going. What they share is work with real depth behind it, and the wish to have someone beside them while it takes shape. - Can we hire you for a single service? Yes. Some projects start with strategy or a website and grow from there. We recommend the scope that fits where your business is today. - How does a project start? With a conversation, not a package. Tell us where your work stands and where it wants to go, and we reply within 24 hours. - What can you build beyond a website? Booking, academies, event ticketing, member areas, the back offices behind them, and AI assistants with the automations around them. All of it is designed and built by the same people as the brand. - How do you use AI? As part of the systems we build: assistants that answer from your own facts, automations that run on time, and summaries for your team, with a person in charge of every decision that matters. We do not use it to fill your site with generic words. - Do you work with WordPress, Shopify or Squarespace? No. Everything we make is built from scratch in custom code, around your goals and ready to scale, never on a ready-made platform. We don’t patch or update existing sites either: when one needs to change, we redesign it from scratch with new technology. ## Contact - Start a project: https://www.hearttalecreative.com/apply (every inquiry answered within 24 hours) - Email: hello@hearttalecreative.com - Instagram: https://www.instagram.com/hearttalecreative/