Luke Storey's path into his work started with his own recovery from hardcore drug addiction and mental and physical illness, and that experience still drives how he talks about health, spirituality, and healing. By the time he came to DesignGood he hosted The Life Stylist Podcast and spoke on spiritual practice, alternative medicine, plant medicine, breathwork, and addiction recovery to an engaged audience.
A voice with that much range needs a clear center. Listeners, event organizers, publishers, and brand partners each come looking for something different, and the brand had to answer all of them without flattening the personality that made people listen in the first place.
We built his foundational brand language first, including naming, core vocabulary, a clarifier, a statement, and positioning, all written in the direct, relatable, street-smart voice Luke is known for. The approved clarifier, Personal Development Leader + Spiritual Guide, gave the brand a plain line to stand on. From there we designed the visual identity, the website, and the materials around it, including podcast and YouTube branding, book proposal design, a social media feed, and a sponsorship and media kit.
Today lukestorey.com brings the podcast, weekly YouTube videos, speaking, The Master Market, and his book A Horse Named Lonesome into one place, and brand partners have a media kit that explains his audience in his own voice. Luke has a brand that looks and sounds like him wherever he shows up.
