Gut & Gains — Health & Wellness Content Brand
Brand Identity, Website Development, Content Strategy & Digital Product Creation
Project Overview
Gut & Gains is a health and wellness content brand built from scratch, positioned at the intersection of gut health, high-protein nutrition, and longevity science. The brand targets health-conscious individuals seeking evidence-based protocols rather than quick fixes, with monetisation through Amazon affiliate partnerships and downloadable digital products.
Scope of Work
Brand Identity Developed the complete visual identity from concept through to deployment. This included logo design featuring a stylised “G” with microbiome-inspired elements, a colour palette rooted in natural tones (forest green, amber, sage, and cream), and typography pairing Bebas Neue for display headings with DM Sans for body copy. Profile assets were created for both Instagram and TikTok, ensuring consistency across all touchpoints.
Website Development Built a custom WordPress theme based on initial design mockups, incorporating ACF integration, WooCommerce product templates, and a blog with AJAX-powered filtering and search functionality. Developed five core content pages — Home, The Methodology, Gut Health, High Protein, and Longevity — each with full SEO and AEO (Answer Engine Optimisation) markup including FAQ schema, internal linking strategy, and keyword targeting. Supporting legal pages (Affiliate Disclosure, Disclaimer, Privacy Policy, Terms of Service) were written to ensure GDPR compliance.
Digital Products Created two comprehensive downloadable lead magnets designed for email list building and audience nurturing. The Biome Restoration Protocol is a 30-day gut healing guide covering elimination, supplementation, reintroduction, and long-term maintenance, complete with weekly shopping lists and sample meal plans. The High-Protein Bible contains 45+ fully detailed recipes organised by meal type, each with macronutrient breakdowns, ingredients, and step-by-step instructions. Both documents were produced in brand colours with consistent formatting and natural affiliate integration points throughout.
Content Strategy & Social Media Established the brand’s social media presence across Instagram and TikTok, including profile setup, bio copywriting, and content planning. Developed a four-posts-per-week publishing cadence built around defined content pillars: quick science facts, high-protein meal ideas, myth busting, and longevity tips. Wrote five complete Reel scripts formatted for voiceover production, covering topics from gut-destroying foods to the gut-brain connection.
Monetisation Framework Designed the revenue model around Amazon Associates affiliate partnerships, with supplement and equipment recommendations woven naturally into website content and digital products. Identified Stan.store as the platform for future digital product sales and course delivery.
Technology
WordPress, ACF, WooCommerce, Custom Theme Development, SEO/AEO Optimisation, Schema Markup, Canva (Video Production), ReportLab (PDF Generation)
Deliverables
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CLIENT
DELIVERABLES:
- Complete brand identity (logo, colour palette, typography, profile assets)
- Custom WordPress theme with responsive design
- 5 SEO-optimised content pages (8,000+ words total)
- 4 legal/compliance pages
- 2 downloadable lead magnets (30-day protocol + 45-recipe guide)
- 5 Reel scripts ready for production
- Content strategy and publishing calendar
- Monetisation framework with affiliate integration
