Justine Friedman

A warmer, clearer Webflow site for a clinical dietitian and mindset mentor

Brand refresh · Messaging · Webflow design and build

Client

Justine Friedman, Registered Clinical Dietitian and Mindset Mentor

Sector

Women's Health & Nutrition

Location

The problem

Her site didn't carry the warmth of her practice. Visitors couldn't easily see what she offered or where to start, the content wasn't organised to lead anyone to book, and her women's health expertise, the thing that sets her apart, wasn't coming through.

The work

What I did

Brand refresh: a soft palette of muted greens, blues and pinks, with warm serif headlines.
Messaging, led by the headline "Imagine a life feeling comfortable in your body."
Content architecture around women's health, the mind-body relationship and her services.
Clear paths into four ways to work with her: Power Hour, 1:1, group work and masterclasses, with "Book Your Clarity Call" in the header.
Webflow build with CMS-driven service and blog cards, so she publishes on menopause, hormonal change and eating disorders without a developer.

The story

How it came together

Justine Friedman is a Registered Clinical Dietitian and Mindset Mentor. Her mission is to help busy women stop dieting and battling their weight, and nourish themselves without feeling deprived.

Results

Identity