.png)
Fabulous in Midlife
Role: Brand Strategist · Web Designer · Copywriter
Date: October 2025 - Present
Fabulous in Midlife is a health and lifestyle brand dedicated to helping women navigate midlife with confidence, evidence-based information, and a sense of empowerment.
The founder needed a complete digital presence built from the ground up, including a clear brand identity, messaging framework, and a website that could support education, coaching services, and long-term audience growth.
I led the full brand and website development, creating a cohesive digital experience that balances credibility, warmth, and clarity. The goal was to build a platform that could educate, inspire trust, and convert visitors into newsletter subscribers and coaching clients.
What I Did
Brand Identity & Strategy
- Developed the full brand identity including positioning, messaging, and tone of voice
- Created a brand framework defining core values, audience positioning, and communication style
- Established a visual and messaging direction that balances credibility, warmth, and approachability
- Defined brand pillars and key messaging themes to guide website content and future marketing
Website Architecture & UX Design
- Designed the full website structure including homepage, service pages, about and contact forms.
- Developed a clear information architecture to guide users through education, resources, and coaching services
- Designed responsive page layouts focused on readability, accessibility, and user engagement
- Structured the site to support content marketing and long-term audience growth
Website Design & Build (Squarespace)
- Designed and built a fully custom Squarespace website from scratch without relying on templates
- Created custom layouts and styling within the Squarespace framework to maintain design consistency across pages
- Built responsive components optimised for mobile and tablet viewing
- Designed page sections to support newsletter growth, educational resources, and service conversions
Copywriting & Content Strategy
- Wrote all website copy including homepage messaging, service descriptions, and educational content
- Translated complex health and hormone-related topics into clear, accessible language for the target audience
- Structured page content to support both user comprehension and search visibility
Results
- Delivered a cohesive brand and website platform ready to support coaching services and content marketing
- Created a clear, trustworthy digital presence designed to educate and build long-term audience relationships
- Built a flexible site structure capable of expanding with new resources, blog content, and services
