Repositioning a Traditional Wellness Brand for Modern Growth

From founder intuition to strategic clarity: helping HijamaWorks find its identity, message, and growth strategy.

Situation

HijamaWorks is a wellness brand offering traditional cupping therapy (hijama) in a professional, clinical setting. With roots in prophetic medicine and a loyal client base built through word of mouth, the founder had achieved early traction — but struggled with how to scale.

The business was at a turning point:

• New clients were arriving through personal referrals, but few understood the deeper value of the service.

• Existing language and visuals leaned on religious and cultural cues that didn’t resonate with a broader audience.

• Competitors were entering the market with flashy, influencer-driven branding — often diluting the integrity of the practice.

The question: how do you preserve purpose and tradition, while still communicating value and professionalism to a broader, modern audience?

My Role

I was brought in as a strategic advisor to lead a complete brand repositioning. This wasn’t just about new logos or colours — it was about helping the founder define the story, understand the market, and clarify the path forward.

Specifically:

• I facilitated a brand vision and purpose workshop with the founder.

• I developed a creative brief and led the review of designers, writers, and technical collaborators.

• I translated founder insight into clear messaging and decision-making tools to support growth.

Action

We started with fundamentals — not trends:

• Brand Purpose Clarity

  We defined HijamaWorks as a clinical wellness brand grounded in traditional healing. This core idea anchored the entire positioning strategy.

• Audience Segmentation

  We identified two key audiences:

  1. Practicing Muslims looking for a professional, spiritually grounded experience

  2. Wellness-focused professionals open to alternative medicine but unfamiliar with hijama

• Key Message Development

  I wrote foundational messaging that balanced medical professionalism with cultural authenticity. The goal was to educate without preaching, and to reframe hijama as proactive self-care rather than reactive treatment.

• Creative Direction & Positioning

  Through iterative collaboration, I guided the selection of a visual direction that blended clinical trustworthiness with cultural depth — avoiding both over-sanitization and stereotype.

• Platform Strategy

  We developed content themes and brand voice guidelines for web and social channels, preparing the groundwork for a future podcast and educational platform.

Outcome / Impact

The final result was a brand ready for scale — and clear on its direction:

• HijamaWorks relaunched with a confident brand identity and streamlined core messages.

• The new positioning enabled the founder to engage a wider client base without compromising purpose or authenticity.

• Internal decisions — from pricing to partnerships — became easier with aligned narrative guardrails.

Most importantly, the founder was no longer trying to be everything to everyone. He had a focused identity, a clear audience, and the confidence to grow.

Why It Matters

Too often, early-stage founders try to explain everything. But clarity isn’t just about what you say — it’s about what you choose not to say.

This project is a case study in turning intuition into strategy, and purpose into a professional brand that can lead — not just follow.