Karla Salinari
Holistic Health Coach, Content Creator and Author
Her offerings include:
A published cookbook: Abuela’s Plant-Based Kitchen
Digital content and healthy Latin-inspired recipes
Plant-based nutrition and lifestyle coaching
Branded partnerships and wellness education
Values:
Karla’s brand is rooted in cultural authenticity, accessibility, and wellness without restriction. She empowers women, especially Latinas to embrace a healthy, balanced lifestyle without losing their connection to heritage, tradition, or flavor.
Audience:
Karla’s core audience is bilingual Latina women and women of color. Often millennial moms and wellness-curious professionals seeking plant-based solutions that are nourishing, joyful, and culturally relevant. They want to enjoy food, see results, and feel represented in the wellness space.
Before Hiring Us
Before Hiring Us
When Karla hired DCG, she was in a strategic growth and brand positioning phase. She was building a strong community and had a library of self-published content on Instagram, but had two major goals:
Secure a traditional publishing deal for her cookbook
Grow her Instagram following to increase visibility and credibility as a wellness expert she is.
She signed up for a one off project to elevate her Instagram presence. Our collaboration focused on building a consistent brand voice and visual identity, and developing a content strategy designed to boost engagement and reach.
Within six months, her engagement was off the charts and she landed her dream publishing deal with Skyhorse Publishing (a division of Simon & Schuster), going full-time in her business shortly after.
The Core Challenge:
Karla had the expertise, the message, and a growing audience, but her digital presence wasn’t doing her mission justice.
Her Instagram lacked visual consistency, her messaging wasn’t moving her audience into action, and her brand didn’t reflect the full extent of her expertise or potential.
So she hired us to help her:
Secure a traditional publishing deal
Grow her following and engagement
Position herself as the go-to Latina voice in plant-based wellness
Open doors to brand partnerships and media opportunities
Go full-time in her business
Expand her digital offerings
Build a more intentional influencer and visibility strategy
The potential was undeniable. It just needed to be packaged with clarity, polish, and strategy, to tell the right story, to the right people, at the right time.
Karla was building a movement; a culturally-rooted wellness space where Latina women feel seen, supported, and celebrated. Her vision was to become a trusted voice in plant-based health, while expanding her reach as a published author, coach, and community leader.
But while her message was powerful, the execution needed to catch up.
What Was Missing:
A clear call-to-action strategy that guided audience behavior
Strategic storytelling that positioned her as a thought leader giving new people a reason to follow her
A cohesive, branded digital feel that signaled credibility and professionalism
Our Strategy:
We began with a deep-dive research and strategy phase. This included:
A market audit of the wellness and plant-based nutrition space, with a focus on culturally authentic Latinx voices
Competitive analysis to uncover storytelling gaps and untapped engagement opportunities
A review of audience data and social insights to identify content that resonated most and where growth potential existed
It became clear that Karla’s strength was her authentic blend of Latin culture and plant-based expertise. To highlight this, we crafted a messaging architecture that connected her heritage, coaching expertise, and vision of accessible wellness.
Our goal: Storytelling that was both personal and aspirational building emotional connection, cultural relevance, and clear leadership.
Key brand decisions included:
> A recognizable color palette to allow Latin food traditions stand out, designed to evoke ease, trust, and community.
> A consistent visual system using branded Instagram templates and cohesive design elements to boost recognition and polish
> Clear, intentional CTAs in post and story to encourage follows, engagement, conversions, and product growth
> A balanced content framework that combines education, storytelling, and community-building
Every element was crafted with intention to support Karla’s evolution from content creator to cultural authority.
What We Delivered:
Brand Strategy & Story
A cohesive messaging architecture connecting Karla’s cultural roots, coaching credibility, and plant-based mission into one powerful brand narrative
Visual Identity
A warm, vibrant brand world, including logo refinement, color palette, typography, and Instagram templates for a professional, consistent digital experience
Platform Optimization & Engagement Strategy
A content system and call-to-action structure designed to grow her community, drive conversions, and establish thought leadership
Results in 6 Months:
Interactions increased by 129%
Reach increased by 144%
Followers increased by 8.8%
Profile visits increased by 146%
Landed a book publishing deal with Skyhorse Publishing (a division of Simon & Schuster)
Went full-time in her business soon after
Final Reflection:
This project was a turning point for Karla. She had a strong foundation but she needed a strategy and structure that matched the magnitude of what she was building.
Helping her position herself to sign a traditional publishing deal and step fully into her role as a leader in culturally-rooted coaching wasn’t just exciting, it was personal for both of us as Latina founders.
It was a testament to why I do this work.
Designing for consumer wellness isn’t just about aesthetics. It’s about alignment.
Everything, from the Instagram feed to the tone of a CTA, must reflect the founder’s truth and the audience’s values. Especially in wellness, where in this case, trust and cultural credibility matter most.
I’m especially passionate about helping Latina and WOC-led brands, wellness founders, and purpose-driven products tell their stories with a clarity and heart that grows their bottom line.
Whether you’re preparing to launch something new, scale into retail, or finally build a brand that reflects your magic, we can help you get there.
Let’s build something that makes an impact.