A registered sports dietitian with a background in professional football, university performance nutrition, and her own endurance sport practice - trail running, cycling, ultra-marathons - Rachel White had the kind of expertise that takes years to build. She had clients. She had credibility. She had a clear sense of where she wanted to take her career.
What she didn't have was an online presence that matched any of it.
The disconnect
Rachel's work was spread across a few areas of practice. Her website reflected that - a general dietitian site that didn't signal the depth of her sports nutrition specialism, and certainly didn't position her as the go-to person for endurance athletes.
She knew what she wanted to focus on. She knew who she wanted to work with. But if someone looked her up, none of that was coming through.
Rachel had her sights set on some ambitious goals: more exciting opportunities, higher-profile collaborations, the kind of visibility that comes from being clearly known for one thing… but all of that was harder to pursue when her online presence was telling a different story.
A snapshot of the new visual identity we created for Rachel White Nutrition
Building a cohesive and credible online presence
After working with Rachel on getting clear on her brand strategy, we came up with a plan. We wanted to position her away from a general dietitian who also does sports nutrition, and instead as a sports dietitian who happens to be an athlete herself - someone who brings both the evidence base and the lived experience. That specificity runs through everything: the visual identity, the website copy, and the way her site is structured to build trust with endurance athletes who need to believe in the person they're taking nutrition advice from.
We wanted to transform Rachel’s online presence to position her as a credible, leading voice in her industry, so that as well as being compelling to more of her ideal clients, she’d start getting more recognition and opportunities from her peers as well.
Tara (Pie Heart Studio's graphic designer) designed a visual identity that moved away from the soft greens typical of dietitian branding, and instead created something with more energy and precision, right at home in the sports performance space.
Secondary logos and the colour palette we designed for Rachel
Hannah (website copywriter) wrote copy that balanced technical authority with the warmth and accessibility Rachel brings to her practice. The website was built to convert, with clear social proof, an intuitive user experience, and Rachel's own athletic background woven into the story throughout.
We also created a ‘public speaking’ page, with photos of Rachel giving presentations at events, suggestions of talk topics, and testimonials from previous talk attendees. This page adds credibility and weight behind Rachel’s voice and makes it easier than ever for her to confidently pitch to speak at conferences or on podcasts.
The project also included social media templates for Instagram, built around the new visual identity. Rachel was already posting regularly, but the templates meant that the consistency and professionalism she now had on her website carried straight through to her Instagram presence as well. Her whole online presence started telling the same story.
Rachel’s journey since the rebrand
Since the launch of the new website and visual identity, Rachel has seen a significant and sustained uptick in qualified enquiries. She's now supporting athletes at events around the world, has moved from a general private practice to a recognisable personal brand in a specific, competitive niche, and is enjoying opportunities that previously felt out of reach (she recently became the official dietitian for the Bristol City women’s football team).
Here's what Rachel had to say:
"I can confirm that the investment's been unbelievably worth it! I feel so much more confident directing potential clients and companies to my website, because it genuinely showcases my expertise. My business has really grown and I'm now working with so many more of my ideal clients."
Can we help you?
If you'd like some help positioning yourself in a niche you're passionate about, take a look at our brand and website design options, or feel free to get in touch!