Case study
Brand refresh and homepage redesign for a mental health consulting firm
Germane & Wise: Brand refresh and homepage Redesign
A modern refresh of Germane & Wise’s homepage, building on my original Squarespace design with updated branding, improved clarity, and a more intentional client journey
Before:
After:
Brand Refresh
Before
The original website was designed several years ago using Squarespace 7.0. While the foundation was strong at the time, the visual style had begun to feel dated. The deep burgundy and muted gold palette felt bold but overly intense for a mental health consulting firm, and the typography and logo mark no longer reflected the modern, approachable tone of the brand.
Over time, the site was also updated independently to accommodate business changes, which gradually reduced visual consistency and clarity.
After
For this redesign, I introduced DM Serif Display for its elegant, readable character and updated the color palette to slate blue, muted gold, soft aqua, and deep indigo. These changes create a calmer, more modern, and professional tone that better reflects Germane & Wise’s mission.
The refreshed branding reinforces trust, stability, and warmth, while creating stronger visual consistency across the homepage.
Before:
#842A2B
#D0B576
After:
#4E3E84
#80C3D0
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#D0B576
Background
Several years ago, I designed Germane & Wise’s original website using Squarespace 7.0, following a full redesign process that included research, wireframing, content strategy, and visual design.
As the business evolved, the website was updated internally to reflect new offerings and priorities. At the same time, Squarespace introduced version 7.1, which offers more flexible layouts, improved responsiveness, and modern design capabilities.
This self-initiated project focuses specifically on the homepage. The goal was to modernize the design, improve clarity, and rebuild the page using Squarespace 7.1, creating a stronger first impression for their B2B audience of healthcare providers, clinic managers, and behaviorists.
The problem
The live homepage had gradually become less effective due to:
Cluttered layout and unclear messaging
Key value propositions buried too far down the page
No clear user flow or visual hierarchy
Overwhelming text paired with outdated visuals
Current homepage before redesign
My Process.
Step 1:
Website audit
Reviewed the existing homepage to identify usability issues, messaging gaps, and opportunities for improvement
Step 2:
Content restructure
Reorganized content to surface key value propositions earlier, build trust faster, and speak more directly to target audiences
Step 3:
Strategic media placement
Refined how visuals and supporting content were used to guide attention and reinforce the brand story
Step 4:
Wireframing
Created layouts focused on clear hierarchy, readability, and intuitive user flow
Step 5:
Visual design
Applied updated branding, typography, and clean design principles to modernize the look while maintaining professionalism
Step 6:
Build in Squarespace 7.1
Rebuilt the homepage using Fluid Engine for more responsive, flexible layouts across devices
Key improvements
✅ Clear, benefit-driven headline and subheadline in the hero section
✅ Social proof introduced early with testimonials just below the hero
✅ Messaging tailored to Primary Care Providers, Practice Managers, and Behaviorists
✅ Improved layout for readability and visual hierarchy
✅ Modernized branding for a cohesive, professional appearance
Initial Figma wireframe (layout refined during Squarespace build)
The result
The redesigned homepage provides Germane & Wise with:
A more welcoming and trustworthy first impression
Clearer communication of their value propositions
A modern design aligned with their mission, audience, and current platform capabilities