Soul Speaks is the embodiment of Paula Friedland’s mission: to help people connect to their truest voice and speak from a place of courage, clarity, and depth. The brand offers experiential workshops, speaker trainings, and storytelling salons that empower individuals to show up fully—in life, work, and on stage.
Illustrated Domain partnered with the brilliant Astrid Koch of Britely Brands to bring the Soul Speaks experience to life. Together, we created a layered digital presence—including a new Wix Studio website and events platform—that blends poetic storytelling with clear structure. The goal: to capture the emotional resonance of Paula’s work while giving her team a flexible, self-managed platform to scale with confidence.
The Challenge
With a high-profile conference just days away, the team needed a fast, intuitive web solution that would communicate Paula’s mission, simplify event signups, and be easy to update post-launch. Beyond technical deadlines, the deeper challenge was creating a design that felt both elevated and grounded—something as soulful as it was strategic.
We set out to:
• Translate Paula’s work into an immersive digital narrative
• Create a custom events hub using Wix’s native platform
• Align visuals and messaging with Paula’s unique voice
• Deliver a turnkey site with tutorials for long-term ease
Key goals included:
Soul Speaks needed a digital presence that captured the emotional depth of Paula Friedland’s work while providing the structure and simplicity required for fast-moving events and long-term growth. With a major conference just days away, the team needed a system that was both beautiful and operationally ready. Key goals included:
Translate Paula’s transformational voice work into an immersive, story-driven digital experience.
Build a custom events hub using Wix’s native tools to streamline registration, waitlists, and future offerings.
Align the visual language and messaging with Paula’s poetic, grounded brand identity.
Deliver a flexible, self-managed site with tutorials and assets for easy updates by Paula’s team and VA.
Launch on an accelerated timeline without compromising quality or emotional resonance.
Our Solution
From design to launch, we built a system Paula could own and evolve:
• Wix Studio Design + Build: A poetic, responsive layout with custom visuals and layered interactivity that mirrors the speaker’s journey.
• Events & Experiences Hub: Full setup of the Wix Events platform, including waitlists, registration flow, and flexible content blocks for future updates.
• Email Marketing Integration: Connected site to Wix email campaigns and created visual cohesion across forms and footers.
• Training & Transfer: Guided live tutorials, editable assets, and a clean handoff to empower ongoing management by Paula’s team and VA.
The Results
• Launched on time for Paula’s flagship conference debut
• Received immediate praise from peers and attendees
• Enabled the Soul Speaks team to manage updates independently
• Built a scalable digital foundation for future offerings and phases
