empowering women through small business growth.
Outside of my full-time work, I partner with woman-owned small businesses to design or redesign their digital presence. These are passion-led, resource-limited ventures, and I offer my skills pro bono to help them show up with confidence online.
This sections features a few examples of collaborations with some bad@ss women. 👊
Logo, Illustration, Site Redesign with focus on SEO
200% increase in local customs in first month
Logo, Visual Design, Site Redesign with focus on responsiveness + modernization
The 2 years post redesign were the most profitable in company history
EmpowerED Educational Psychology Services
Information Architecture, Complete Site Design for new business
Within one year of site release business growth supported a 100% increase in pricing.
Harriet Parsons Coaching: branding, logo, and site redesign
Harriet came to me looking for greater visibility in a crowded coaching market—her practice wasn’t getting enough traction locally, and her online presence didn’t reflect the clarity and depth of her work.
We reimagined her brand from the ground up, starting with a new logo featuring an Enso circle to represent mindfulness, strength, and growth. I created a warm, approachable visual identity supported by custom illustrations that helped bring her practice to life. We also restructured her website to improve SEO and better communicate her offerings, helping clients quickly understand who she is and how she can support their journey.
Kinetic Lighting & Electric: branding, logo, and site redesign
As Kinetic Lighting and Electric expanded into high-end residential projects across Marin County, their brand no longer reflected the quality or scale of their work. I partnered with the owner to modernize their visual identity, starting with a clean, mobile-friendly logo inspired by electrical components, and a complete overhaul of their outdated website.
Timeline
8 weeks design
12 weeks total w/ project management
Role
Lead Product Designer and Project Manager
Team
Primary Stakeholder
Developer
the research.
The research began with a current site audit and a requirements gathering session with stakeholder.
Next demographics of the community were gathered, and qualitative interviews with target clients were held to understand existing pain points in the process of finding and choosing an electrician to work with.
Demographics
Avg household income: $311,015
64% households do not have children
64% married
81% of people own the home they’re living in
Median home value: $1.9m
Target clients may fit this demographic but need to have a higher household income.
Five (5) Empathy Interviews
Desires of clients in our target demographic:
Communication
Trust
Confidence
the persona.
How might we build a site that feels trustworthy, demonstrates our excellent communication and makes potential clients feel confident in their decision?
ideation + stakeholder management.
While I worked through building a site map, a style guide, brand guidelines, and a new logo, I was also meeting with the primary stakeholder to ensure that we were not only meeting her potential client’s needs, but her own needs as well.
Mobile first ideation for an easily responsive web design.
Human centered language that imbues trust.
Enough information to give the potential client confidence.
digital sketching.
brand design.
The owner wanted to keep the same font they had always used on their website to keep brand continuity, but wanted a refreshed logo.
I recommended something less complicated that worked well for desktop and mobile.
Throughout we wanted to use delicate touches of electrical themes to showcase the design element of the business.
Textured sectional background subtly showcasing electrical circuits.
logo iteration.
To attract higher end clients in this upscale community we went with trendy, sleek lines and tied together electrical themes with the community’s scenic backdrop (and owner’s favorite stopping ground): Mount Tamalpais.
Round 1
Round 2
Round 3
final logo.
Old
Busy, hard to read, not responsive.
New
Responsive, elegant, trendy, with electrical and community themes.
the results.
The two years after the redesign saw the biggest growth in number of clients and profit since in the history of the company.
Skills
Branding
Visual Design
Information Architecture
Content Strategy
Stakeholder Management
EmpowerED: complete site design
EmpowerED Educational Psychology Services, a recently established company founded by two school psychologists, is revolutionizing accessible support, evaluations, and training services for students with developmental disabilities at both the individual and school district level.
To bring their dream to life, they needed a website that represented their vision, values, and goals.
Timeline
4 weeks, designed in Figma, built in SquareSpace with custom CSS
Role
Project Manager + Product Designer
Team
Stakeholders
information architecture.
After receiving a vast amount of content in one large Google Doc, I organized all of the information, established a few ideas on architecture, and held a working session with stakeholders to refine navigation.
ideation.
visual design.
Custom icons and graphics
Color palette exploration
During our color exploration we wanted warm earth tones that felt welcoming to parents.
I advised my clients that their existing logo text colors did not meet accessible color contrast ratios, but it was not in scope to address the logo at this time. However, the rest of the site was built with accessibility as a founding principle.
the results.
Within one year of the site release business growth has expanded enough to warrant a 100% increase in pricing.