Case Study: Turning Integrity into a Growth Engine
CLIENT: ROXANNE GELLAR
The Situation
Union Wellness is a long-standing community clinic in Seattle’s Central District, co-founded by Roxane Geller and Vickie Summerquist. Deeply rooted in trauma-informed, gender-affirming, spiritually grounded care, the clinic has thrived through word-of-mouth and insurance-based acupuncture… but was looking to grow its cash-pay skincare services without losing its soul.
Roxane came into the session curious about how AI might support that growth. What she found was a mirror for her values—and a toolkit for how to express them in ways that convert.
What We Did
In one hour, we:
- Created a deeply aligned Brand Guide for Union Wellness
- Used live AI prompts to generate three nuanced client personas (including a tech-industry mom, a nonbinary post-op patient, and a skeptical non-spender)
- Dug into the motivations and buyer’s brain of the personas to explore what might make them tick (and what makes them convert!)
- Developed a productized skincare bundle catered to the most skeptical persona
- Crafted website and marketing copy that felt emotionally aligned, trauma-informed, and conversion-optimized
- Explored the overlap between gender-affirming language and broader nervous system trust cues
- Identified key growth levers: persona-based campaigns, tiered pricing, and menopause track development
Rather than just “doing some copy,” we reverse-engineered the psychology of trust… and then used it to frame an entirely new product offering!
Why It Worked
Roxane saw how the language of care (when attuned and precise) could unlock revenue, retention, and resonance. The session helped her:
- Articulate the why behind her offerings in language that lands
- Build services around client identity and emotional state, not just symptoms
- See AI not as a gimmick, but as an amplifier of her brand’s integrity
She left the session with usable language, a shareable product concept, and a renewed excitement about where her business could grow.
Client Feedback
“This is amazing. I just feel like my business is so seen! I can’t believe how quickly this process came together, and everything we created is so accurate to my work and my clients. I’m totally blown away by what we created.
What Ariel was able to produce for Union Wellness just felt so affirming and aligned with our values. I was skeptical going in, but this whole process showed me that AI can be relational, nuanced, and actually useful for our kind of deeply human wellness work. The ideas lit me up!”
— Roxane Geller, Co-founder, Union Wellness
Want to see what happens when brand clarity meets buyer psychology… and your values turn into strategy?
Let’s build the next version of your business.
