Overview
Balanced Approaches FN, founded by Alyssa—a women’s functional nutritionist—focuses on helping women understand their hormones and feel empowered through food and lifestyle changes. After years of working under someone else’s brand, Alyssa was ready to launch her own company with a fresh identity, a polished online presence, and a space where clients could easily learn more and book directly with her.
SCOPE
Goals & Objectives
Process and Approach
Research
With Alyssa’s audience primarily finding her through Instagram, we took a social-first approach. We started by analyzing her brand inspirations and competitors in the functional nutrition and holistic health space, paying close attention to layout, language, and visual tone. It was important that the site mirrored the trust and relatability her social content had already built.
Design Choices
Color Palette: Inspired by Alyssa’s branding photography, we selected a soft, feminine color scheme with calming neutrals and subtle contrast to create an inviting, high-end feel.
Typography: A mix of modern serif fonts for professionalism and a delicate script font for warmth and personality.
Layout: Photography played a key role, offering a visual storytelling layer that aligned with her wellness messaging. The homepage was designed to quickly communicate who she is, what she offers, and how to get in touch—all while feeling visually seamless.
User Experience: With most traffic coming from mobile via social links, the mobile experience was carefully designed to be intuitive, scrollable, and CTA-driven.
Collaboration & Execution
Working closely with Alyssa, we translated her ideas and Google doc content into a thoughtfully structured website. We used Figma to iterate on layouts, incorporate feedback, and ensure the site matched her vision. The process was fluid and collaborative—from the first wireframes to the final published site.
Home Page Design
Results and Impact
Key Outcomes
- A fully customized website with clear booking pathways.
- A beautiful, on-brand logo that can be used across platforms.
- A web presence that matches her credibility and professional voice.
Overall
This project was a milestone moment for Alyssa as she officially stepped into her own brand. The website and logo helped transform her business from a dream into a polished, accessible platform where new clients could find her, trust her, and work with her.
