Case study: business strategy, digital products and functionality
Turning an original methodology into a digital universe people can navigate
I AWAKE asks a deceptively simple question: how does insight become something a person can actually live? Its work spans journeys, maps, writing, audio and products. The website needed to offer a first door into that universe without asking a visitor to understand the whole methodology at once.
My role: Strategy, copy, brand identity and website; WooCommerce and email journeys; Institute of Inner Technology archive; custom B2B practitioner app; a separate AI-supported learning app in development.
A rich universe needs a way in
Original frameworks can be difficult to present online. Explain too little and the offer feels vague. Explain everything at once and people become lost before they reach a decision. We also needed the teaching, products and deeper experiences to belong to one recognisable world.
From discovery into practice
I gave visitors clear entry points into the journeys, maps, essays and audio, then set up the WooCommerce shop and email sequences so a purchase or enquiry can lead somewhere useful. The Institute of Inner Technology extends that work with an extensive archive of essays organised by human capacity and linked in a glossary-style structure.
A shop and useful follow-up
I set up WooCommerce for books and digital experiences and connected it to email sequences and funnels. A buyer can find the next relevant step, while the team does less repetitive follow-up. The visual and verbal identity keeps the path coherent from an essay to a product.
When does an idea need an app, an AI agent or something much simpler? I wrote through that decision.
Start with the person, then decide what to build
The early question was how to present a large universe of work. In strategy conversations, we kept coming back to what a person is trying to practise in everyday life. That changed the site map and revealed a separate need for practitioners to work privately with clients. The shop, archive and apps each have a job; they were not chosen because every business needs every feature.
A map through the material
The journeys and essays are deep, but a visitor should be able to start with one human capacity or question. I structured the Institute of Inner Technology archive so related writing connects across the site. People can go further without being asked to learn an entire framework before they begin.
A private practitioner platform
I built a custom B2B web app for therapists, psychologists and coaches to use I AWAKE material with their clients. It supports direct communication, private notes and shared practices in a warm interface designed for this brand universe. Brand cohesion matters here: the experience should feel like I AWAKE, not a generic portal.
AI-supported practice in development
A separate I AWAKE app is being developed to help people apply what they have learned between moments of insight. The planned experience brings a proprietary AI together with Tutor LMS courses, a shop and an EPUB reader. This is an ongoing product build, not a feature of the current public website.
Clearer identity in a crowded search landscape
I AWAKE needed to be distinguishable from other uses of a crowded name. Several weeks of organic work brought clearer descriptions of its universe, creator, three Hero Journeys and connected knowledge and product pages together. In a project-team Google check for “iAwake” on 27 September 2026, i-awake.com appeared as the first website result. The team also reported a Google AI answer describing the universe and identifying its creator.
Evidence note: This is a dated observation reported by the project team, not a controlled ranking study or a measured revenue result. Results vary by location, language, device and date. This project belongs to a connected, founder-led creative ecosystem.
Read the four-project account of the organic search work and its evidence.