Our Work

The Story

Dr. Michael Gillespie has been practicing chiropractic and acupuncture in Princeton, New Jersey for over 30 years. His wife LiLi offers postpartum care and traditional Chinese medicine from the same office. Their expertise was deep. Their digital presence was a static GitHub Pages site that didn't reflect who they were.

Michael came to us through Joel's personal network — our first real client. What started as "we need a better website" became a complete digital transformation.

What We Delivered

• 10-page custom website with dynamic imagery for chiropractic, acupuncture, postpartum care, spiritual blog, death doula, cannabis therapeutics, and teaching pages
• Interactive brand review system with AI-powered variation generation
• WCAG accessibility audit and comprehensive fixes across all pages
• DNS migration from legacy Bluehost hosting to Cloudflare Pages
• Dedicated client portal with real-time feedback and revision tracking
• Ongoing relationship — Michael messages us through the portal anytime

The Differentiator

Michael iterated freely. Over 30 sessions of feedback — image swaps, positioning adjustments, color tuning, content refinement — with zero revision fatigue. Traditional agencies would have burned through their revision budget in the first week. We don't have revision budgets. We have a relationship.

The Process

KoralMind started as a rebrand from Centaur Studios — the name "Centaur" was crowded in the AI space, and most people didn't understand the chess metaphor. We needed something that communicated the actual concept: many organisms building something together.

The brand exploration was our own process in action: 21 logo concepts across 7 distinct directions — Coral Brain, Organic K, Bioluminescent, Tidal Flow, Depth & Layers, Colony & Connection, and Abstract Marks. Each direction explored multiple weights, styles, and compositions.

What Emerged

• Deep Reef color palette — 14 colors across 4 families (Depths, Coral, Bioluminescent, Sand), premium without being cold
• Plus Jakarta Sans + Inter — Clean modern pairing, geometric with organic softness
• Visual language system — Photography direction, iconography, illustration themes, pattern library, motion principles
• Interactive brand identity site — Clients can explore the full brand system in the browser

The brand you're looking at right now — this website, these colors, this typography — came from the same process we'd run for you. Proof of concept in every pixel.