Retelling their story

Yinova, founded by renowned acupuncturists Jill Blakeway and Noah Rubinstein, is an acupuncture and wellness center located in New York that specializes in women’s fertility. Rooted in Chinese medicine, the practitioners at Yinova craft individual treatments to address each patient’s internal landscape, focusing on the root of the problem versus treating symptoms. Jill Blakeway is the author of multiple New York Times best selling books, but is most well known for Making Babies, which details Yinova’s 3-month fertility plan to optimize their patient’s chances to conceive. Their unique patient-first method to holistic wellness has made an impression on their patients and as a result has been recognized by publications like Well+Good, Vogue, and Bazaar.


Re-imaginging the brand

Yinova came to us to design a site on WordPress that helped to drives more visits, educate customers about their unique method and drives higher conversions into either appointments and store purchases. In order to make the booking experience more streamlined, we designed Booking page with a customized MINDBODY integration.

Barrel’s skill and expertise coupled with their willingness to listen and truly collaborate with us meant that we were able to create a website that not only functions well and looks beautiful, but also deeply reflects our center and our message...In fact, following our launch we noticed that the time spent on the site increased by almost 30%. We’re really grateful to have found a team that worked with us every step of the way and who created something for us that we can feel truly proud of.

Emma Thake Director of Marketing, Yinova


We took a modular approach site design to support Yinova’s ever growing needs (new locations, book launches, and upcoming events). In WordPress, Yinova Center is able to create pages and change the order of content based on their current needs, so that the site is able to scale and be flexible with their company.


The Yinova blog provides their visitors with education and resources on Chinese Medicine, fertility, and a variety of other wellness topics.

Content Creation

To bring a cohesive look and feel across the entire site’s content, our team, Studio_B, also shot the product photography for the Yinova store. We also created custom iconography and illustrations to visualize each of the core services within acupuncture.

In office shot
  • Yinova Image 1
  • Yinova 4

Expanding Yinova's Reach

In every Yinova location, patients can shop herbal supplements and other curated chinese medicine goods. In order to expand the reach of the store beyond their New York presence, we re-launched their store on Shopify.

Yinova Shop
YINOVA Product Group Wide