Virginia Mendez Website Redesign
The project aimed to create a cohesive digital presence for Virginia, an expert in gender equality training and feminist advocacy. The focus was to unify her branding across a website, brochures, and additional touchpoints to clearly communicate her expertise in C-suite training, school workshops, and public speaking while ensuring the design resonated with corporate and educational audiences.
Virginia sought a revamped website and branding materials to elevate her professional profile and communicate her services to diverse audiences. Her goal was to highlight her authority, streamline lead generation, and establish a cohesive visual identity across all touchpoints.
KEY RESULTS
- Increased engagement and inquiries through a revamped website with strategic CTAs and simplified navigation, resulting in more direct bookings.
- Strengthened positioning as an expert with clear segmentation of services, professional achievements, and testimonials.
- Enhanced brand cohesion by aligning website and promotional materials with a consistent and professional visual identity.
- Achieved higher client conversion rates through optimized copy and streamlined communication tailored to audience needs.
- Improved usability and accessibility with user-centric design, mobile responsiveness, and fast-loading pages.
- Increased opportunities for collaboration by resonating with organizations seeking gender equality training.
- Boosted revenue through an increase in booked workshops, mentoring sessions, and speaking engagements.
The biggest challenge in redesigning Virginia's website was working within a very tight budget while addressing her lack of clarity about what she needed. Additionally, since her site was already hosted on Squarespace, we had to navigate the platform's constraints while delivering a standout design. Another significant hurdle was the outdated, unprofessional photos she initially had, which would have detracted from the polished look we aimed for. To overcome this, we extended our services to include a photo session, ensuring we had high-quality, professional images to complement the new design and elevate her brand's presentation.
CHALLENGE
CONTEXT
Virginia has built her career on delivering impactful talks, workshops, and mentoring sessions, focusing on gender equality and bias. Her clients range from multinational corporations to schools, and her network is a primary driver of opportunities. However, her current website and materials lack a cohesive visual identity and clear messaging to effectively capture leads and convert visitors into clients.
PROBLEM
Virginia’s existing assets do not reflect her professionalism, authority, or focus. The lack of a unified design and strategic content hierarchy has made it difficult to target new clients, especially in corporate spaces. The website also needs to support proactive marketing efforts, such as automated emails and LinkedIn outreach.
GOAL
Create a cohesive brand and UX/UI experience that communicates Virginia’s expertise, facilitates lead generation, and provides clear paths for engagement. This includes a website redesign, integrated branding across platforms, and a structured content strategy.
SOLUTION
Design a polished, professional, and engaging website and materials that highlight Virginia’s services for corporate and educational clients. Leverage a bold yet approachable color palette, clear typography, and strategic content placement to enhance credibility and user trust.
The project involves redesigning Virginia's website and creating a cohesive brand identity for her digital and print materials.
BRIEFING HIGHLIGHTS
- Highlighting services for corporate and educational audiences.
- Establishing authority through featured work, testimonials, and media coverage.
- Creating an easy-to-navigate user experience for diverse audiences.
- Incorporating a bold but sophisticated color palette inspired by feminist themes.
KEY CHALLENGES
- Balancing approachability with professionalism for corporate audiences.
- Structuring the website to cater to different user personas (corporate HR, school administrators, etc.).
- Ensuring a seamless collaboration between design and content.
During the Ideate phase, we actively collaborated with Virginia and Isalline, our copywriter, to define the website’s architecture. We used an online shared document to create a collaborative space where all parties could contribute ideas and refine the structure. This allowed us to align on key pages, content hierarchy, and user flow.
Isalline’s expertise as a copywriter played a critical role in shaping the messaging and tone, ensuring that the website's copy would resonate with Virginia’s target audience while maintaining her professional voice. Through open discussions and feedback loops, we were able to define a site architecture that balanced user experience, Virginia’s goals, and the platform's constraints. This process helped us clearly outline the primary sections of the site, such as the homepage, services, portfolio, and contact pages, and ensured that each section had a clear purpose, making the website both functional and engaging.
INFORMATION ARCHITECTURE
During the Prototype phase, we created detailed wireframes for every page of the website, resulting in a total of 10 high-fidelity page designs. These wireframes outlined the visual structure and layout for each page, ensuring a cohesive and user-friendly design.
This included responsive wireframes specifically for the homepage, covering key breakpoints: mobile, tablet (576px and 990px), and laptop. These wireframes served as an invaluable reference when implementing the design within the constraints of Square Space.
WIREFRAMES
HOMEPAGE
ABOUT
COMPANIES
SCHOOLS
CONTENT - WATCH
CONTENT - LISTEN
CONTENT - READ
CONTENT - READ - BLOG POST
BOOKS
CONTACT
We analyzed the color contrasts through colour.adobe.com aiming for AAA, to make sure they are accessible to the majority of the population.
We had a tight 2-hour window with Virginia during an express trip to London for her first-ever photoshoot. Initially, she was tense and unsure, but with patience and encouragement, we helped her relax and feel confident, allowing her personality to shine through in the pictures. Unexpectedly, she arrived later than planned, and with the natural light fading, we had to quickly adapt our setup to make the most of the remaining sunlight. Despite these challenges, we captured high-quality, authentic photos that elevated her website's professional and personal appeal.
OLD WEBSITE
NEW WEBSITE
