Behind the scenes of a brand refresh and sustainable relaunch
Solopreneur Website
Project at a glance
Lilli Graf, the founder of IMMA Collective hired me to elevate her branding and relaunch her website on a sustainable platform—in line with the community’s commitment to climate and social impact. The new website is the first step of a funnel to attract value-aligned members to the IMMA community.
What Lilli can be proud of
It’s been such a pleasure and a fantastic experience working with Stefanie on the website. She’s structured, organized, and full of great ideas.
You want results like these?
Let’s talk about your website vision in a free Clarity Call.
Before: Where we started
Lilli needed support with elevating her website
IMMA currently has more of a “good enough” brand and the website is looking a little rough. I need some help refining the layout, photos, and graphics to enhance the overall look.
—Lilli Graf, Founder of IMMA Collective
A first chat revealed the goals for the project:
- Elevate the brand: The current website lacked the dedication and attention to detail that Lilli and IMMA collective stand for. The relaunch should be an evolution, not a revolution.
- Update content and funnel: The signature programs Seed and Nurture had changed over time, so Lilli had invested in new landing page copy to reflect that. She also wanted to integrate a quiz and an email sequence for people to get a taste of the community.
- Sustainable and value-aligned: The website was hosted on Squarespace. To be more aligned with IMMA’s values and to remove performance and accessibility problems, Lilli had long wanted to move to a more sustainable provider.
- Target group alignment: IMMA has two target groups: solopreneurs looking for support and impact organizations looking for experts. The current site mixed content for the two groups in a few places which could lead to irritation.
The process: Elevating the IMMA Collective brand
I looked at the old and the new website today and it feels like such a transformation.
Typography
IMMA had started out with Raleway and Playfair Display typefaces but dropped Playfair due to limited readability. Only Raleway felt flat and lacked character.
I paired Raleway with DM Serif Text for headings: As a text, not a display font, it has similar character but much better readability.
Color Palette
The existing color palette was implemented in many different channels and had shaped the look and feel for IMMA. The web adaptation needed to strike a balance between preserving the brand’s character and adding accessibility.
I replaced the pure black and white as well as the accent colors with softer tones and made sure to use accents sparingly across the site.
Shapes
To add visual interest in a lightweight way, I created a few signature shapes that are applied for photos and visual accents on the page. Lilli can reuse them in other communications and designs.
A sneak peek into our work together
Results and impact
Why This Website Works
It reflects the founder’s voice, guides the right visitors to take action, and builds trust from the first scroll. Strategy first. Design second.
- Improved orientation: The content is now clearly separated into landing pages for a specific target group and services.
- Funnel integration: The newsletter with a new onboarding sequence and the solopreneur quiz are placed in strategic locations.
- Breathing layouts: The page content is now broken smaller chunks of text, so that users have an easier time consuming information.
- An empowered website owner: With a WordPress intro, templates and guidelines for sustainable content creation, the switch to a sustainable WordPress site is made easy.
- A sustainable digital presence: With accessible and efficient design, the new website is aligned with environmental and social sustainability goals. We reduced the homepage’s CO2 footprint by 89% from 0.53g to just 0.06g per page visit.
- A lightning-fast website: We reduced the page load time to just 0.4 seconds on desktop and 1.0 seconds on mobile, from previously 11.9 seconds.
Want your website to work as hard as you do?
I developed a proven framework for solopreneurs like you to attracts aligned clients, save you time, and support your long-term growth.
Already sure?
Let’s talk about how to reThink your digital presence and design a website that does more—with less effort.