Deborah Lynna Astrology

Rebrand Brief

Brand identity + website design specifications for quoting

01Why I'm Rebranding2 02About Me3 03Services4 04Target Audience5 05What Clients Receive6 06Client Journey — End to End7 07Media & Press8 08Aesthetic Direction9 09Competitor Landscape10 10What I Have & What I Need11 11Platforms12 12References13 13Quote14

Prepared byDeborah Lynna

DateApril 2026

Websitedeborahlynna.com

Contacthello@deborahlynna.com

01

Why I'm Rebranding

01

Too space-cadet
The current website does not reflect my practical, down-to-earth approach to readings. My sessions are very pragmatic in nature.

02

Not SEO optimised
Website is difficult to navigate. Conversion to readings is low. Visitors find it hard to navigate and don't convert.

03

Social media
Instagram, website, and YouTube need visual consistency — especially for approaching luxury hotel brands and B2B partnerships. My brand grew organically from word of mouth and I didn't have time to standardise. I want to remove pain points like choosing font styles and colours during every social media upload.

04

Physical product
Launching a product in 2026/2027. Need the brand aligned beforehand.

05

The beginner
Want to communicate that you don't need to know about astrology to benefit from it — remove barriers to entry.

02

About Me

Mission

Make astrology approachable, practical and helpful
Demystifying astrology
Grew up in the hospitality industry — strong foundation in connection and service
No woo-woo vague language
Taiwanese-Dutch background, grew up in many parts of the world

Credentials

Extensive apprenticeship in traditional astrology
Certified — Kepler College
Certified — STA Horary School of Astrology

What Makes Me Different

Western and Vedic techniques
Hand-drawn charts
Custom calendars
No-nonsense astrology

03

Services

Service Types

Personal Consultation — one-on-one, majority of readings
Partner Readings — business partnerships, romantic, family (1–3 people)
Speed Reading — casual, pop-up style readings for events and retreats
Workshops — 2-hour sessions for small groups (bachelorette) or retreats

Current Popular Services

Mostly sought after for year-ahead predictions — 90-minute consultations. See menu.

Where I'm Pivoting

High-touch / long-term + relationship focus:

Relationship Readings — synastry charts for romantic partners, business partners. Growing demand and key differentiator — I can include year-ahead readings as they relate to both partners. How do the transits of each year influence each other?
Concierge Service — year-long program for clients contacting me multiple times throughout the year, especially during a year of transition. Ongoing guidance, not one-off readings. Most bespoke.
Family Charts — understanding children, siblings, and family members through their charts to help navigate and anchor relationships, as well as the year ahead.

Popular services menu sent to clients when contacted via WhatsApp

04

Target Audience

B2C — Direct Clients (Zoom + In Person)

Global clientele seeking practical astrology
People curious about astrology but put off by mystical/cosmic aesthetics
Existing clients who book readings and year-ahead sessions
Zoom + in person
Pricing is reasonable for the offer — also offer donation-based readings for those who do not have the means and need a reading

B2B — Luxury Partnerships

Luxury hotels and resorts seeking resident astrologer experiences
Wellness retreats and high-end events
Pilates, yoga, and holistic wellness brands

Brand Personality Keywords

Practical, not mystical
Warm but professional
Grounded, earthy, tactile
Premium without pretension
Approachable authority

05

What Clients Receive

Hand-Drawn Birth Chart

Example: Sofia Coppola birth chart

Personalised Astral Calendar (add-on)

Example: Astral Planner calendar

Complimentary Moon Calendar

Free moon calendar available on my website. I encourage clients to learn the moon phases and train them during readings to understand what those mean for them personally.

View live Moon calendar

06

Client Journey — End to End

This is what happens from first contact to post-session.

1. First Contact

Client reaches out via one of two channels:

Website form WhatsApp (word of mouth)

2. Services Menu

Client receives the services overview with the most popular reading options.

3. Booking

Client books via Calendly.
calendly.com/deborahlynna

4. Payment

Made directly, separately from booking.

5. Session

Consultation via Zoom or in person.

6. Deliverables

Hand-drawn chart + calendar (if purchased).

7. Client Dashboard

Personalised dashboard with reading summary, chart, and resources.

View example dashboard

07

Media & Press

Full media page — articles, talks, and podcasts

Past Events

Fully subscribed panel with Tatler Asia at Upper House Hotel, Hong Kong
Private consultations at GOOD Yoga — Hong Kong & San Diego
Workshop & private consultations at pilates retreat with Life in Movement — Alentejo, Portugal
Petit Retreats — Alentejo, Portugal
Private consultations at Wild Lotus Yoga Retreat — Tibet
Pop-up readings over 3 days at Suara Festival, Bali (9,000 attendees)

Tatler

Is mercury retrograde bad for you? 6 frequently asked questions in astrology

March 2024

Featured speaker — Suara Festival, Bali

08

Aesthetic Direction

Pinterest mood board — textures, embossing, earth tones

View full Pinterest board

Colours reflect my own lifestyle. Drawing from embossed textures, hand-drawn elements, and nature — tactile without feeling like a stationery store. I want it to be grounded but add a playful twist to it so it's not too serious and scary.

The Feel

Luxury cardstock stationery — debossed / blind embossed
Stone relief, letterpress, die-cut — tactile, physical, material
Clean typography, restrained earth tones
Modern and sophisticated, NOT mystical / cosmic / woo
Think high-end hotel welcome card, emulates the hand-written experience of my charts
How can we make it slightly quirky, so it doesn't get too serious?
Logo is inspired by the sun and earth — important aspects of astrology. Consider as part of redesign.

Colour Palette (Leaning Towards)

Card

#EDE5DA

Terracotta

#D4855A

Rust

#B5583C

Forest

#2C3B2D

Gold

#9E7828

Graphite

#8A7C6E

Current Logo

This logo appears on the calendar and website. A variation of my handwriting and the logo appears on the chart. See client dashboard

Visual Direction

Earth tones, but modern — not old or antiquated. Do not replicate Hellenistic references (e.g. hillromanoastrology.com)
Tactile — reminder of hand-drawn chart
Highlight new offers (concierge, CTA, family charts) — stand apart

Not This

Generic astrology / wellness templates
Cosmic / mystical / dark / moody space themes
Heavy zodiac illustration or hand-drawn zodiac art
Canva-level design or template customisation

Option 1 — Embossed

Option 2 — HTML Draft

View interactive HTML draft

09

Competitor Landscape

Competitor references — things I like and don't like

Love

lovelanyadoo.com — incredible website but hard to navigate
thestrology.com — playful, human feel; too Gen Z for me but like the spirit

Average

forrestastrology.com
rebeccagordonastrology.com — good layout, easy to navigate
catherineurban.com — good layout, easy to navigate

Do Not Emulate

Astrology and Hospitality

Examples provided during pitches.

Alila (Hyatt), USA
Six Senses, Bhutan
Canyon Ranch, USA
Banyan Tree, Bali
L'Auberge de Sedona, USA

Alila — In The Stars Private Astrology Reading

10

What I Have & What I Need

What I Already Have

Pinterest mood board with visual direction — textures
Some idea of the colour palette — less black, more earth
Logo — open to ideas for primary logo + versions
Defined service menu

What I Need Designed

Deliverable	Details
Logo refinement	Evolving existing mark, not from scratch. Logo is the Sun (centre of astrology) and Earth (the perspective from which we read charts). Image is Blue Marble — NASA's first photo. Open to variations.
Typography system	Primary + secondary typefaces, hierarchy
Colour palette	Formalise chosen direction into brand system
Website pages (5–7)	Homepage, About, Services, Contact/Booking, Journal, etc. Desktop + mobile. Visual designs only — a separate developer handles the build.
Social media	YouTube and Instagram templates

11

Platforms

The rebrand needs to work consistently across print and digital. Currently they look disconnected. Priority is digital. I use Canva and will upload the brand kit there.

Digital

Website — deborahlynna.com (currently on Wix, open to other platforms)
Instagram — @deborahlynna.astrology
YouTube — @deborahlynna.astrology
Newsletter (planning to launch)

Physical (Upcoming)

Physical product launching 2026/2027 (details TBC)

B2B Materials

Hotel pitch deck (existing — to be updated post-rebrand)
Services menu for hotel/retreat partners

File Format Needs

Web-ready (PNG, SVG, optimised)
Print-ready (CMYK, bleed, vector)
Editable source files (Figma, AI, PSD)
Social media templates (Instagram stories, posts)

12

References

Reference Links

Current Website

deborahlynna.com

13

Quote

Please Include in Your Proposal

Breakdown by phase or deliverable (i.e. brand identity vs. website pages)
Initial concepts / revision rounds
Timeline
File formats delivered
How you like to work / process
Do you build the website?