Case study

Brand refresh and homepage redesign for a mental health consulting firm

Germane & Wise: Brand refresh and homepage Redesign

Self-Initiated refresh of a past client project | Squarespace 7.1 + Fluid Engine

Before:

Germane & Wise homepage before brand refresh and redesign, showing outdated branding and layout.

After:

Germane & Wise homepage after brand refresh and redesign, featuring updated branding and modern layout.

Brand Refresh

Before

The original palette’s deep burgundy and muted gold felt bold but overly intense for a mental health provider. Typography and logo mark appeared dated, lacking the modern, approachable feel that matched Germane & Wise’s mission.

After

I introduced DM Serif Display for its elegant, readable style and replaced the palette with slate blue, muted gold, soft aqua, and deep indigo. These changes create a modern, approachable, and professional tone, reinforcing trust, stability, and warmth while ensuring visual consistency across the site.

Before:

Germane & Wise original logo in deep burgundy and muted gold with dated typography.

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After:

Germane & Wise refreshed logo with DM Serif Display typography and updated palette of slate blue, muted gold, soft aqua, and deep indigo.

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Background

Several years ago, I designed Germane & Wise’s original website using best practices for a full redesign process, covering research, wireframing, content strategy, and visual design. Since then, the site was changed independently, moving away from the original intent and design quality.

This self-initiated project focuses solely on the homepage. My goal was to modernize it, improve clarity, and create a stronger first impression for their B2B audience: healthcare providers, clinic managers, and behaviorists.

The problem

The live homepage had:

  • Cluttered layout and unclear messaging

  • Buried key value propositions

  • No clear user flow

  • Overwhelming text and outdated visuals

Current homepage before redesign

Screenshot of Germane & Wise’s homepage before redesign, with cluttered layout, overwhelming text, and unclear messaging.

My Process.

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Step 1:
Website audit

Reviewed the existing site to identify pain points and growth opportunities

stacks

Step 2:
Content restructure

Reorganized content to highlight key messages, build trust early, and tailor messaging to target audiences

strategy

Step 3:
Strategic media placement

Optimized media elements throughout the site to engage visitors and support the brand story

wysiwyg

Step 4:
Wireframing

Developed layouts focused on clear hierarchy, readability, and user flow

palette

Step 5:
Visual design

Applied updated branding, typography, and clean design principles to enhance aesthetics and usability

build

Step 6:
Build in Squarespace 7.1

Used Fluid Engine for responsive, flexible layouts that work seamlessly across devices

Key improvements

✅ Clear, benefit-driven headline and subheadline in the hero section

✅ Social proof added early with testimonials just below the hero

✅ Messaging tailored to Primary Care Providers, Practice Managers, and Behaviorists

✅ Improved layout for better readability and visual hierarchy

✅ Modernized branding for a cohesive, professional look

Initial Figma wireframe (layout refined during Squarespace build)

Initial Figma wireframe of Germane & Wise’s redesigned homepage, showing improved layout with clear hero headline, early testimonials, and tailored messaging.

The result

The redesigned homepage provides Germane & Wise with:

  • A more welcoming and trustworthy first impression

  • Stronger clarity of their value propositions

  • A modern design aligned with their mission and audience needs