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Neale Lundgren – Case Study

Neale Lundgren Ph. D.

Project Objectives

Neale Lundgren required a complete identity and branding redesign including creation of his logo and website. The digital brand identity for Neale reflects his accomplishments and thoughts on life through his writings, music and teachings where we experience the lessons that ultimately lead us to higher realms of love and awareness. Neale is an artist with great wisdom from a spiritual and mystical view on life and the lessons we can learn from our experiences.

Branding – Website Design – Development Solutions

Neale Lundgren Ph.D. is a musician, songwriter, poet, novelist, therapist, and ex-Benedictine monk. He is an expert with both words in poetry or notes in music and helps us all explore the joys of sound. He started out as a rock musician, but left that world to enter the monastery where he fell in love with mystical poetry. In addition to a vibrant career as a psychotherapist and novelist, Neale writes music to bring mystical poetry to life.


The Vision

The approach to Neale’s brand and website is to reflect his spiritual and mystical views of the world and seeing the divine in all things. The overall design and color scheme used throughout the branding and website reflects Neale’s knowledge and understanding of the world with the use of consistent color, style, and visual assets. The real challenge was designing and developing a fluid website that communicates the vast knowledge Neale has with music, writing, teaching, mentoring and life’s lessons. We needed to create a successful website while communicating this and providing a user-centric and thoughtful user experience, not just providing an aesthetically attractive site.

Since Neale has decades of content under each of his specialties we needed a compelling and innovative design for the website information flow and content layout. We created consistency in the interface for the user by creating a standard layout for the key specialty pages. This helped to streamline our design and development of other site pages. The users’ experience is the focus because a well designed and organized website solves its users’ problems and answers its users’ questions.


We began the brand strategy working with Neale on a concepting round to nail down the brand essence he was looking for. Neale wanted something that represented his great wisdom from a spiritual and mystical view on life and the lessons he has learned from life experiences. We decided to use an organic logo mark influenced by The Crown Chakra, with a color palette that embodies Neale’s spiritual background and education.


The color purple is often associated with ambition, creativity, wisdom, dignity, devotion, mystery, independence, and magic. Purple embodies the balance of red’s stimulation and blue’s calm and is the color of the Crown Chakra located at the top of the head. It is linked to the crown of the head, the nervous system, and the brain, and is representative of pure thought. This chakra connects one with the infinite consciousness. Opening this chakra will help tap into a deep spiritual understanding. The organic shapes of the chakra was our inspiration for the design of Neale’s logo mark.


In essence, Neale is an artist, fascinated with seeing the divine in all things. Throughout his life, he has been compelled to document the path of the soul through time. It is through time and our journey upon earth that we experience the lessons that ultimately lead us to higher realms of love and awareness.


My Role

I worked directly with the Neale to gather information, brainstorm ideas and understand the overall objectives and business needs for his website. I applied this information to the design of the brand which is carried throughout the logo and website. As the Information Architect, Creative Designer and Developer I created the navigational flow of the information and overall organization of the functional structure. The final solution depends upon the design and development of effective navigation, information and graphics through sound design principles, strategic planning and execution of the business requirements and objectives. My understanding of the client’s requirements and ability to apply them to the website branding and manage creative solutions resulted in a satisfied client.

For a winning website design the information must be easy to use, have well organized content, and visual impact capable of attracting visitors and keeping users interested in the content, while wanting to experience more of the website. We accomplished this with Neale’s website with custom photography used to create custom designed art and samples of his extensive collection of history, writings, music, art  and Psycho-Spiritual Approach to Mentoring.


I also lead photo shoots with Neale to capture all the creative assets used throughout the website design, including taking photos of Neale for use in the design and layout of the website content. I color corrected and edited of all photos to enhance and improve the quality of all high-end samples for Neale’s website. Our specific vision for the layout and design of the website could only be achieved through this custom photography session.

As the overall project Lead, Designer and Developer I managed the design and development of all graphics for the website and branding solutions to ensure consistency throughout. I organized the project budgets, deadlines, etc. to make sure they are complete, accurate and follow the project plan and objectives. We successfully integrated the digital brand for Neale’s website and focused on creating the best experience possible for the target audience.

Project Overview

Creation of company Branding, Logo and Website for Neale Lundgren Ph. D.. Including creation of all graphics and designs for the website.

Creative Strategy & Creative Consulting

  • Understand your vision and requirements
  • Create outline and workflow
  • Brainstorm ideas and solutions
  • Content review and updates

Info Architecture UI/UX Graphic & Web Design

  • Overall web site information flow & structure
  • Create sketches & wireframes
  • Photo shoots of graphic assets and the client
  • Design the creative vision into graphical screen designs and all graphical interface elements

Front-End Development & WordPress Solutions

  • Develop the page layouts and design with HTML – CSS and WordPress Shortcodes
  • Test on browsers and devices
  • Facilitate creative reviews for client approval, revisions, and updates
  • Launch website

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