strategy, authenticity, feeling
PARTNERSHIPS
- Conducted UX research, competitor analysis, and user persona development to better understand her audience and content goals.
- Designed and built a custom Squarespace recipe blog focused on accessibility, recipe discoverability, and print-friendly content.
- Created personalized Squarespace training videos and tutorials to support a smooth client handoff and ongoing website management.
- Delivered a scalable platform designed to support future recipe growth, audience engagement, and long-term brand consistency.
project Highlights
Michelle, the creator behind A Taste of Michelle, came to me ready to evolve her brand beyond her former identity, Big Mama Cooks. With a loyal audience and years of content already established, she needed a cohesive brand and website that reflected where her business is today—a Dominican wife, mother of two, and creator known for making her community feel like family through her signature phrase, “Hey Cousin!”
Together, we developed a complete brand identity system, including her logo suite, color palette, typography, visual elements, accessibility standards, and brand messaging. The goal was to create a modern, welcoming digital presence that felt authentic to Michelle while providing a strong foundation for future growth.
signature website design + blog
A taste of Michelle
- a 45% increase in pages visited per session
- stronger purchase confidence
- a digital storefront that now competes with the luxury names that inspired it.
We migrated to Shopify 2.0, redesigned every page to be easier to read and navigate, and made it simpler for any customer — regardless of ability. New typography, cohesive colors, a faster checkout process, and richer product pages turned a confusing experience into one that makes sense.
The original store had real usability problems — hard-to-read menus, unorganized size guides, poor accessibility, and no clear brand identity quietly pushing customers away.