Case Study:
Squarespace Design, Brand Strategy
Erin Rogers
INTUITIVE MENTOR & ENERGY HEALER
Through her practice, Erin helps clients elevate their lives by connecting to their core selves and unlocking their infinite potential.
With experience in energy work, breathwork, human design, and other healing modalities, Erin guides clients through transformational journeys. As a passionate advocate for self-empowerment, she is committed to helping people recognize and release limiting beliefs and patterns.
Erin believes in blending logic with spirituality, making her approach both expansive and grounded. She demonstrates this through personalized, holistic support that empowers her clients to live authentically.
Project Goals
Erin had been running her business successfully and was ready to invest in a website that truly captured her unique vision and expansive approach.
SHE WAS READY FOR A BRAND STRATEGY & WEBSITE THAT:
Fully represented her brand and the holistic experience she offers
Set the tone for working with her, making the site an immersive experience
Was easy to update, allowing her to add new content without feeling overwhelmed
Integrated her diverse modalities, showcasing her expertise and unique offerings, everything from energy work to human design in a cohesive way
Attracted clients who resonate with her mix of logic and spirituality
Highlighted her commitment to fun and expansive spiritual growth
Positioned her as a leading channel and mentor in her field
The “Before”
Before we started working together, Erin's website felt very templated and did not reflect the unique services she offered.
It lacked the depth of her work and failed to set the right tone for her brand. Despite some bright colors, the extensive use of white made the site feel sterile and generic.
Erin sought help to create a website that would elevate her brand and clearly communicate the transformative work she offers.
"I wanted a site that fully represented me and went beyond utility to be an experience."
Brand & Website Strategy
EVERY PROJECT STARTS WITH STRATEGY
And Erin's was no different. The brand strategy document we created was comprehensive, aiming to build a strong and distinctive brand that deeply connects with her clients. It detailed Erin’s core values, mission, and goals, emphasizing the transformative nature of her work.
Erin's brand embodies the Magician and Joker archetypes, which align perfectly with her mission to blend logic with spirituality in a fun and engaging way. She loved the connection to the Magician and felt seen with the examples provided. Words like "spectral" for her brand personality resonated deeply, enhancing her excitement.
The strategy included detailed client personas, helping Erin understand her target audience and their needs. This ensured the website and messaging attracted and engaged her ideal clients, who seek to elevate their lives through intuitive and energetic practices.
By focusing on these elements, we built a solid foundation for Erin's brand, setting the stage for a stunning website that fully represents her work's depth and uniqueness.
Feedback:
Erin's feedback was overwhelmingly positive, noting, "Love the magician and the joker...I feel connected to how you explained them (who doesn't love to feel seen :))."
This validation reinforced the importance of a well-thought-out strategy.
Brand Identity
COLORS, FONTS, LOGOS
Colors
For Erin Rogers Co., we selected a vibrant and dynamic color palette to reflect the energetic and transformative nature of Erin's work. The primary colors include:
Lapis: Symbolizes depth and wisdom.
Amethyst: Represents spirituality and intuition.
Celestial: Evokes clarity and energy.
Atomic: Adds a touch of vitality and growth.
Synergy: Signifies balance and tranquility.
These colors are designed to create a sense of expansiveness AND playfulness, perfectly aligning with Erin’s brand personality.
Typography System
The typography system was chosen to balance the brand's spiritual and logical aspects:
Headlines: Ivy Presto Display: A font with lots of character, combining modern curves with a classic feel to add a unique and expressive element to the site.
Subheadings: Roc Grotesk (All Caps): Provides a modern and bold look, adding emphasis and clarity.
Body Copy: Lora: A serif font that combines readability with elegance, ensuring the text is approachable and stylish.
This combination ensures that the website is not only visually appealing but also easy to read and navigate.
Logo & Brandmark Development
PRIMARY LOGO
The primary logo for Erin Rogers Co. conveys the power and presence of the Magician archetype while balancing the playful nature of the Joker. The design uses a traditional serif font with soft, flowing lines to emphasize both trustworthiness and personality. The customized letterforms interact with each other, symbolizing the interconnectedness and fluidity of Erin’s work.
SECONDARY LOGO & ICON
The secondary logo features abstracted celestial elements and negative space to represent Erin's connection to spirit and astrology. The monogram incorporates flowing letterforms and a small star, giving it a celestial feeling that aligns with Erin’s transformative work. This version is perfect for use in contexts requiring a more streamlined shape, such as social media profiles or website headers.
By integrating these elements, we created a cohesive visual identity that fully represents the depth and uniqueness of Erin’s brand.
Feedback
“I really love all of it. I think my customer will think its vibey, flowy and enjoy that its far beyond basic.”
Stock Illustrations & Artwork
These can be used as stand alone images, or as backgrounds in web or print applications.
They were chosen because of their abstract quality that also conveys energy, movement & the cosmos. The colors also coordinate well with the brand color palette. Adding more interest through color without having to use more brand colors.
Stock & Custom Photography
The brand photography- including stock photography- has an other-worldly quality to it.
Lighting effects and filters bring in the brand colors, and light trails, glitter and shadows help convey energy and the cosmos.
Deep shadows and closeups of individual body parts also create a feeling of mystery and wonder.
Additional Graphics
PARTICLE BURST
This graphic is designed to convey particle energy. It can be used on websites, in social graphics, and in print applications.
GRAPHIC BURST
This graphic is designed to radiate energy. It can be used on websites, in social graphics, and in print applications. And can be used as a stand-alone graphic, or as a shape and/ or border for images.
After: Website Transformation
The redesign of Erin Rogers Co.'s Squarespace website seamlessly integrated strategy, vibrant colors, engaging fonts, and custom coding to create a dynamic and engaging online presence. The new site includes subtle, custom-coded animations throughout, adding to the energetic activation feeling we wanted to emphasize for the brand.
THE COMPLETED SQUARESPACE SITE IS MADE UP OF SEVERAL KEY ELEMENTS:
Core Pages: Home, About, and Services, each designed to convey Erin's unique approach and connect deeply with her audience.
Long-Form Sales Page: A detailed and persuasive page for Erin's 1:1 services, optimized for conversions and designed to highlight the transformative potential of her offerings.
Customized "Start Here" Page: Created to guide new visitors to Erin's services and digital products, ensuring an intuitive and welcoming user experience.
Custom Coded Animations: Subtle animations throughout the site add to the sense of energy and movement, making the user experience more engaging.
Third-Party Integrations: Seamlessly integrated email service provider and quiz software to enhance user engagement and streamline lead generation.
Feedback
“You were the only person I spoke to who heard me and took my vision to the next level.
Your ability to tell my vision back to me with greater clarity and certainty than I had found was incredible. You met me on multiple levels from concept to aesthetics, bringing it all together beautifully."
The Results
SOME PROJECT HIGHLIGHTS
TRANSFORMATIONAL PROCESS & ELEVATED EXPERIENCE
Erin expressed profound gratitude for the clarity and vision brought to her project. Her favorite part of the process was seeing how her vision was not only understood but expanded upon, elevating her brand to new heights. She appreciated how her unique approach was reflected in every aspect of the site, from the vibrant color palette to the engaging custom animations. Erin noted, "You took my vision to the next level.”
ACHIEVING PROJECT GOALS
The project goals were met by creating a website that accurately represents Erin's unique blend of logic and spirituality. The custom-coded animations and vibrant colors created an energetic activation feeling, while the detailed strategy ensured that the website would connect deeply with her target audience. The integration of third-party email service provider and quiz software streamlined lead generation and enhanced user engagement.
HIGHER-LEVEL OUTCOMES
Since the website launch, Erin has noticed a significant improvement in how she feels about sharing her site. She now feels that it conveys the elevated version of herself and the high level of work she offers. The new site has made it easier to hire contractors and maintain brand continuity. Erin mentioned, "I feel so good sharing the site; it's the elevated version of me, and it conveys the level of work I offer in the world."
POSITIVE BUSINESS CHANGES
The new website has provided Erin with a solid foundation for growth. While measurable financial results are still forthcoming, the transformation has already validated her brand, increased audience trust, and provided her with clarity and confidence. Erin highlighted the grounding effect of the brand foundations laid out at the start of the project, stating, "The foundations you helped me lay out I refer to time and time again, it’s been really grounding for me."
CLIENT FEEDBACK
Erin’s feedback underscores the transformative impact of the project on her business and personal growth. She shared, "The process changed my life, asking me to elevate in the wildest ways... I think it will be the most unbelievable base for the growth I'm creating this year." This validation reinforces the importance of a well-thought-out strategy and a visually and functionally cohesive website in achieving her brand goals.
Testimonial
"Elevated Brand Experience"
"Sarah is the person you want when you want something greater than the beige template all your competitors have. She will see you clearly and guide you on a journey to get crystal clear on how you want your vision to stand out in the world.”
"Transformational Process"
"I didn't anticipate building a website would be such a transformational experience for me and my inner world. The process changed my life, asking me to elevate in the wildest ways. I think it will be the most unbelievable base for the growth I'm creating this year."
- ERIN ROGERS, CLIENT
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