Strategic brand, websites and growth systems for purpose-driven businesses ready for their next stage.
Soulful Brand Lab helps wellness brands, social enterprises, holistic practitioners and purpose-led organisations clarify their message, strengthen trust, and build digital experiences that support growth.
At Soulful Brand Lab, we blend brand strategy, storytelling, design, website development and ethical marketing support.
Our work suits founders and organisations who care about impact, but also need sharper systems, clearer messaging and stronger commercial foundations.
EXPERIENCE YOU CAN FEEL
Our team brings 70+ years of combined experience across branding, design, strategy, social impact and conscious leadership.
We’ve worked with corporate brands, not-for-profits, grassroots leaders, government initiatives and emerging wellness businesses.
What makes us different is how we bridge commercial strategy with human-centred, soul-aligned business. We speak the language of impact, integrity and growth.
COMMITTED TO SOCIAL IMPACT
Beyond our client work, we’re deeply committed to social change. We actively collaborate with NGOs, not-for-profits and community-led organisations to amplify important work with clarity, care and integrity. We understand the unique needs of purpose-led leaders, and hold space for them to be both visionary and grounded.
WHERE STRATEGY MEETS SOUL
We live what we teach. Our team’s certifications in Reiki, yoga, NLP, kundalini bodywork, movement science and embodied leadership weave into everything we create. This allows us to support holistic brands from a place of authenticity — grounded in both real-world strategy and values-led practice.
Why SBL exists
Soulful Brand Lab exists for purpose-driven businesses that have depth, care and lived experience behind their work, but need stronger strategy to be seen, trusted and chosen.
We understand the gap between meaningful work and market clarity. Our role is to help you translate your mission into a brand, website and growth system that people can understand, trust and act on.
Founded by Cat Dao, SBL brings together brand strategy, communications, design, digital growth and human-centred storytelling.
So why us?
You do not need a louder brand. You need a clearer one.
We help purpose-driven businesses translate their mission into brand strategy, design, websites and marketing systems that people can understand, trust and act on.
Our work brings together emotional intelligence, commercial strategy, digital experience and ethical growth. The result is a brand that feels aligned, but also works in the real world.
Our values
Energetic Alignment
Every brand holds a frequency. We build from the inside out — aligning your inner truth with your outer expression to create magnetic, meaningful presence.
Rooted Expansion
Growth should feel grounding, not overwhelming. We build with nervous system awareness, supporting sustainable business and long-term vision without burnout.
Co-Creation & Emergence
We don’t impose top-down strategy. We listen, reflect and create with you — making space for intuition, innovation and soul-led design to emerge naturally.
Clear & Kind Communication
We value heart-led honesty. Through kind, direct communication, we create safe space for collaboration, clarity and aligned creative flow.
Truth-Led Impact
Your story matters. We design for depth and resonance — creating branding that inspires connection, sparks transformation, and ripples far beyond the screen.
Our team
Cat Dao
Cat is the heart behind SBL — founder, creative director, strategist and mentor with a wild mix of digital design, movement science, Reiki therapy and soul work. After building three small businesses of her own, she now guides conscious brands to weave strategy, story and soul into aligned, meaningful growth.
When she’s not guiding brands, you’ll find her ecstatic dancing, swimming, soaking in sound baths or sipping coconut water whilst pulling oracle cards under the full moon.
Chris Blanco
Chris is our senior designer and creative problem-solver, bringing 15+ years of experience in branding, digital and web design magic. He’s the one who turns big-picture visions into polished, beautiful assets that flow across print and digital — always with precision, care and a bit of creative flair.
Outside the studio, you’ll find him exploring trinket shops, sipping black tea, camping under the stars or nerding out over AI and new music finds.
Nora Ngo
Nora is SBL’s digital content and marketing ninja — with 5+ years in SEO, social media and brand storytelling, plus a Masters of Commerce tucked under her belt. She helps brands find their voice online with thoughtful strategy, sharp UX insights and soulful storytelling.
On weekends, she’s probably out with friends, sipping matcha, eating something delicious, or literally touching grass to recharge her battery.
Sammi Feng
Sammi is our storytelling architect — blending film craft and marketing strategy to build social presence that truly connects.
With a Master’s in Marketing and experience working with luxury brands like Rabanne, Jean Paul Gaultier and Carolina Herrera, she brings sharp audience insight to every campaign. She leads content planning, scheduling, video editing and campaign execution with care and clarity.
In her downtime, she’s exploring cinema and refining creative ideas.
Jamie Beaton
Jamie is our UX Copywriter, Editor and Customer Relationships Advisor, helping SBL shape clear website copy, tone of voice, client communication and relationship-led content strategy.
With a BA in Public Communication and a background spanning operations, coaching and customer support, Jamie brings a grounded, human-centred lens to how brands communicate and build trust.
His experience includes tailored written communications at Westpac, operations leadership with Vision Personal Training, and editorial contributions to internal content distributed across Australia and New Zealand.
In his downtime, you’ll find him reading philosophy, meditating, sipping No Sugar LA Ice or snuggled with Moji.
Dave Beaton
Dave is our Strategic Advisor, bringing 30+ years of consulting, general management and business leadership experience across Qantas, Ausgrid, KPMG and Macquarie Bank.
He supports SBL with high-level guidance across business structure, consulting frameworks, client relationships and strategic decision-making, helping us bring greater clarity and alignment to the way businesses grow.
When he’s not stress-testing strategy, you’ll find him getting his 20,000 steps in around the shoreline, watching the footy or keeping tabs on the latest political and AI debates.
Moji
Moji is SBL’s resident emotional support officer — a silent yet powerful presence during creative sprints, high-pressure deadlines, and vision-stretching meetings. With a calming purr and steady gaze, he keeps the team grounded, reminding everyone to pause, breathe, and pet the cat.
When he’s off duty, you’ll find him sunbathing in warm spots, flopping, inspecting laptops with mild suspicion, or offering slow blinks of encouragement from across the room.