Brandwithin · Version 1.1 · Updated from Homepage Build
Brand Visual Direction
Updated to reflect the design decisions made during the homepage build. The palette has been refined, the primary blue shifted from lapis to deep indigo-violet, and the cinematic brand graphic has been established as a signature site element. Please review and share your feedback below.
01 · Summary
The direction in one paragraph.
Mariangela's brand lives where ancient wisdom and editorial sophistication meet. The palette is alchemical: jewel-toned, sun-warmed, never gloomy. Indigo-violet, cranberry, fuchsia, teal, orange, and gold sit on a foundation of warm cream and plum ink, with no greys in the system.
The homepage build has confirmed the direction: the alchemical sacred geometry image works as a signature brand moment, the 2×2 pathway grid with editorial photography creates strong visual engagement, and the indigo-violet reads with more spiritual depth than the original lapis blue.
What we heard
Loves
Deep cranberry
Fuchsia
Teal / turquoise
Indigo-violet (updated)
Orange
Cream
Gold
Will not have
No dark colours
No heavy greys
No lapis blue (replaced)
02 · The Palette
Proposed working palette.
The primary blue has been updated from lapis lazuli to a deeper indigo-violet (#4A3080), which reads with more spiritual depth and warmth on screen. All other primary colours remain as specified.
Primary palette — the heavy lifting
Indigo-Violet
#4A3080
Hero CTAs, nav Book button, opt-in section, course pages. Updated from lapis.
Deep Cranberry
#8B1A2E
Signature moments, about page header, pathway 3, logo alternate.
Burnished Gold
#C49A3C
Rules, accents, logo primary, print finishes, kicker labels.
Warm Cream
#FAF5EC
Page background, text-on-dark, breathing space.
Accent palette — life force and South American spirit
Fuchsia
#C4306A
Cultural lineage moments, pathway 4 (Courses), retreat content.
Teal
#1D7A7A
Service pages, pathway 2 (Energy & Ancestral), healing-arts credibility.
Burnt Orange
#D4622A
South American thread, sacred-site imagery, Alkymia Method stage 4.
Neutrals and text — no greys in this system
Ivory
#F5EFE2
Section backgrounds, form fields, quiet content areas, gallery backgrounds.
Plum Ink
#3D1F2E
All body text. Replaces grey — warm and grounded. Used for Alkymia Method stage labels.
03 · Colour Combinations
How the colours pair.
The Alchemical Signature combination now uses indigo-violet in place of lapis. The cinematic brand graphic band uses a cranberry-to-plum gradient overlay on the sacred geometry image.
Hero combination — updated
The Alchemical Signature
Service pages
The Healing Edge
Origin and lineage pages
The South American Thread
Blog and long-form content
The Editorial Breath
04 · Homepage Design Decisions
What the homepage build confirmed.
The homepage build resolved several open questions from the original brief. These decisions are now confirmed and should carry through to all subsequent pages.
Decision 01
Indigo-violet replaces lapis
The original lapis blue (#2B3A8C) felt too corporate and cool on screen. The updated indigo-violet (#4A3080) reads with more spiritual depth, warmth, and alchemical resonance. It is used for primary CTAs, the Book button, the opt-in section, and course pages.
Decision 02
The cinematic brand graphic band
The sacred geometry / chakana alchemical image has been established as a signature brand moment. It sits between the hero and the pathways as a single unified section — credentials in small mono type at the top, four pathway pillar names below. This replaces the original separate cranberry strip.
Decision 03
2×2 pathway grid with editorial photography
The four revenue pathways are presented as a 2×2 grid with editorial still-life photography above each headline. Each card includes an italic hook line, a persuasive description, a transparent pricing proof point, and a strong CTA. This structure is confirmed for the homepage and should carry through to the Work With Me page.
Decision 04
Alkymia Method stage labels as coloured pills
On the dark plum background, stage names (Restoration, Recalibration, etc.) are rendered as solid coloured inline pills — each in its own accent colour — so they remain fully legible at all screen sizes. This pattern should be used wherever stage names appear on dark backgrounds.
Decision 05
Pathway images: no hands, editorial still-life
The pathway photography direction has been refined to editorial still-life objects rather than lifestyle shots with hands. This reads as more premium, less generic, and avoids the awkward cropping issues of hand-focused imagery. The four confirmed images are: crystal bowl (Pathway 1), sacred geometry stone (Pathway 2), apothecary scene (Pathway 3), soul journal (Pathway 4).
Decision 06
Typography: Cormorant Garamond + DM Sans + DM Mono
The three-font system is confirmed: Cormorant Garamond for all display headings and pull quotes; DM Sans for all body copy, navigation, and UI elements; DM Mono for all kicker labels, credentials, metadata, and mono-spaced details. No other fonts should be introduced.
05 · Wordmark Concepts
Three directions for the new mark.
None of these are final. Click a concept to select it as your preferred starting point, then share your reaction in the feedback form. The design team will develop the chosen route into full design comps.
Option A — Alchemical Glyph
A refined serif wordmark paired with an alchemical vessel symbol — a crescent moon and sun combined in fine gold line-work. The mark carries the transformation metaphor without becoming literal. Gold on warm cream. This is the direction currently used in the homepage nav and footer.
Option B — Sacred Geometry
A high-contrast serif wordmark alongside a simplified Andean chakana cross with sacred geometry inner lines, rendered in deep indigo-violet. Draws from the same visual language as the cinematic brand graphic band on the homepage. Modern, editorial, spiritually grounded.
Option C — Pure Typography
A pure typographic wordmark in deep cranberry with a distinctive swash on the capital M. No separate symbol — the letterforms carry the alchemy. The most versatile option for embroidery, embossing, and small-scale use. Elegant, confident, and immediately distinctive.
What we are deliberately not doing
No literal flasks, beakers or laboratory imagery
No mandala-style symbols (too generic in wellness)
No script-only fonts (will not hold up across applications)
No gold gradients or metallic effects (flat colour only)
06 · Imagery Direction
Four image registers, one cohesive feel.
The unifying thread across all registers is colour temperature: warm, sun-touched, never flat, never desaturated. The homepage build has confirmed that editorial still-life photography works better than lifestyle shots with hands for the pathway cards.
Mariangela in Clinic
The credibility layer. Practitioner portraits, tools, and treatment moments. Treated warm with cream and gold tones. Commission a small shoot — do not rely on stock.
Tasmanian Landscape
The geographic anchor. Coast, light through eucalypts, water, sky. Favour edges and atmosphere over cliché shots. Cool, vast, contemplative.
Editorial Still-Life
Herbs, vessels, crystals, ritual objects, apothecary scenes. Observed rather than staged. Confirmed as the primary pathway card image style.
Chilean, Peruvian & Sacred Sites
Sacred sites, Andean textiles, ceremonial spaces, the altiplano. Always as connection to lineage, never as exotic decoration. Work with photographers from the region.
07 · Image Gallery
All generated assets for review and discussion.
Every image generated for the mariangelaparodi.com project is shown here. Click any image to view it at full size. These are AI-generated concept images — final photography will be commissioned separately. Use this gallery to discuss which visual directions to carry forward, refine, or replace.
Full-width assets — hero, brand graphic, wordmarks
Hero Background
Homepage hero · 16:9
Brand Graphic Overlay
Cinematic band · 16:9
Wordmark Option A — Alchemical Glyph
Gold on cream · 16:9
Wordmark Option B — Sacred Geometry
Indigo-violet on cream · 16:9
Wordmark Option C — Pure Typography
Cranberry on cream · 16:9
Pathway card images — editorial still-life photography
Pathway 01 — Nervous System & Cellular Renewal
Crystal bowl still-life · 3:4
Pathway 02 — Energy & Ancestral Healing
Sacred geometry stone · 3:4
Pathway 03 — Healing the Healer
Apothecary still-life · 3:4
Pathway 04 — Courses & Soul Gifts
Soul journal still-life · 3:4
08 · Your Feedback
React to it on the page.
This document is the working colour and visual direction, updated to reflect the homepage build. Before we move into the remaining pages, we want Mariangela to confirm the palette, wordmark direction, and any imagery adjustments.
Requested feedback
Does the updated indigo-violet feel better than the original lapis?
Which wordmark direction resonates most as a starting point?
Are the four pathway images the right visual direction?
Anything in the homepage design decisions to revisit?
Your Feedback