Myths of Creation

A creative laboratory experimenting at the intersection of mysticism, creativity, mythology, science, and authentic meaning-making.

Myths of Creation

mythsofcreation.com ↗

“Imagination Healer”

OVERVIEW

We met Xenia Ross Viray, founder of Myths of Creation, at the precise moment her business was ready to become a brand. After a decade of solo growth, Xenia was ready to scale, yet she remained protective of her work’s complexity. Her previous hesitation to partner with a studio stemmed from a common fear: that professionalizing her magic would flatten it into something sterile and commercial. As a visionary founder, however, she knew that without a defined brand world, she was hitting a ceiling.

THE CHALLENGE

As a non-traditional lifestyle brand, Myths of Creation wasn’t about creating wellness in the body, but in the consciousness, through creativity and imagination healing. For visionary brands like Myths, there is often no language or blueprint that exists. She had a unique business model that was built entirely on educational programs. The challenge was to carve out an ownable space for the brand in the market and to build a visual brand and digital ecosystem that would catalyze and support the scale of Xenia’s growth. The goal was to grow the brand by creating brand awareness through organic reach and community-building first. Xenia had a primary goal of reaching 20k followers on her Instagram account, the main customer lead generator for the brand, and the hub for her community growth. The challenge was to keep the spirit of the brand alive and the magic that made it unique, while also making the brand feel professional enough to scale to wider audiences and generate consistent growth.

THE RESULTS

  • 250% growth in social following within 1 year (surpassing the 20k milestone she set at the start of our project).

  • Record-breaking sign-ups for her latest program via a custom-built sales page resulting in increase in revenue

  • Increased monthly newsletter subscribers by 2%, increasing opportunities for to sell to a warm audience

  • Was able to expand into new offerings that would help her brand scalability through a seamless website and brand architecture

  • 324% growth in brand awareness across socials

Read the full case study to see how we did it.

SERVICES
BRAND STRATEGY
VISUAL BRAND IDENTITY
MARKETING ASSETS
WEBSITE 
THE APPROACH

To build Myths of Creation’s brand identity, develop a singular voice in the space that would build a community, and significantly improve website conversion, we took Xenia through our signature brand process (Feeling, Function,Form). Here’s how we approached it:

FEELING

Xenia had already built a brand over 10 years. It was niche, but that’s also what made it special. People who got it, got it. We didn’t want to lean away from that, but instead clarify it so that it all fit inside a cohesive world that could hold her vision and prime her to scale. We knew she had something special. Her work was needed in the world, it just needed to find the right audience and speak to them in a way that buying felt like a no-brainer.

We started with the feeling of the vision Xenia held for Myths of Creation.

We saw the spirit of the brand as the deep sea—a place of unknown creatures and alien-like beauty. There was also a love of academia that permeated the brand and it felt important to symbolize this feeling of curiosity and wonder that would define her community.

The energetic North Star for the brand was: avant-garde, mysterious, and otherworldly. The brand needed to point towards the future she could see, but wanted to materialize for others to experience. Through feeling, we define the emotional resonance present within the brand and what the brand’s audience can connect to in the community Xenia sought to build. This laid the foundation of the brand world that would come alive through the website and digital presence.

FUNCTION

After revealing the vision behind the brand and the important aspects we wanted to come through the visual language, we dove into the data to see how Xenia’s audience was perceiving her brand and where her website was holding back her growth.

Through our brand strategy phase, we conducted interviews with some of her most ideal clients and students she had worked with prior. We learned that her audience loved her perspective and the work, but it was challenging to navigate her site and to always know the value of the experience she was offering.

Visually, there was no brand. Her voice had authority and a clear point-of-view, and her marketing was consistent, which had gotten her far and built an engaged audience, but the visual brand had no system. Xenia was re-inventing the wheel every time a web page was made or a graphic was posted. That visual inconsistency was making it challenging for her to build brand recognition, a key component to audience trust which was even more important for a brand who the market didn’t really have a place for yet.

Additionally, the website was working, but not optimized to work even better. She was significantly missing out on more revenue by simply not having a conversion-optimized sales page for every offer. We knew immediately this would be the single greatest asset for her business.

Our primary goals to establish the Myths of Creation brand as a visionary brand in the market:

(1) Craft an unmistakable visual brand that held all of the complexities and whimsy that made the brand genuinely singular

(2) Re-build the website in full and create a re-usable sales page template that would actually convert

(3) Create branded marketing assets that would narrow the gap between idea and execution and build the brand consistency that would help her reach the 20k follower goal she had set that year

FORM

Using the feeling we defined and the core functions the brand needed, we translated these insights into a visual brand and website that captured its original authentic spirit, and initiated it into its ambitious new direction.

Inspired by the colors of deep sea creatures, We created an ownable color palette comprised of cobalt blue and neon green. Disruptive, refreshingly quirky, and electric -- the brand colors communicated a visionary brand oriented towards the future.

We selected a type suite that utilized mono fonts, making it feel both ancient and futuristic -- the worlds Myths of Creation moved between and that was present in the work.

The logo was where we opted to maintain a sense of whimsy and wonder in the brand which was important to Xenia. We contrasted the futuristic palette and type suite, with a hand-drawn logotype and submark adding in an organic and human element that spoke to the multi-dimensionality and spiritual purpose of the brand.

To build a conversion-optimized website that still felt visually dynamic, we completely restructured the site pages through a narrative lens -- creating a story that moved the visitor where they needed to go in a seamless, almost “invisible” way. We also designed a sales page that could be purposed for every new offering Xenia would launch. The result was an average 41% increase in program sign-ups, and the time between having an offering and idea and executing it shortened so that Xenia could move at the pace of her vision while never losing revenue by being the bottleneck.

With Xenia’s main goal being to grow her follower and subscriber count to build a community that would increase brand awareness and position her unique brand as a leader and innovator, we created a seamless funnel across her socials and website that would each feed into capturing her new audiences.

We did this by improving her newsletter opt-in pop-up on the website which resulted in 2% monthly subscriber growth in just one quarter.

We also designed brand marketing assets for her socials which created brand consistency, and therefore brand recognition, which resulted in follower growth of 250% (from 8k to 28k) in less than 1 year of consistent marketing.

Her brand awareness increased by 324% across all of her marketing channels and the website as a result of the success of this funnel and ecosystem.

The overall result of our partnership was 2x’ing Myths of Creation’s annual revenue in less than 1 year. This year, Myths is on track to 2x their revenue again.

CORE  OUTCOMES
  • 250% growth in social following within 1 year (surpassing the 20k milestone she set at the start of our project).
  • Record-breaking sign-ups for her latest program via a custom-built sales page resulting in increase in revenue
  • Increased monthly newsletter subscribers by 2%, increasing opportunities for to sell to a warm audience
  • Was able to expand into new offerings that would help her brand scalability through a seamless website and brand architecture
  • 324% growth in ORGANIC brand awareness across socials 
CLIENT EXPERIENCE

“I never felt like getting my branding done because I didn’t think anyone would understand the complexities of what I do. Working with [Sacred Hive], I felt so seen.”

Xenia Ross Viray, Founder, Myths of Creation

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