Chrissy Jacobs Esthetics
A boutique esthetics studio specializing in personalized skincare and color analysis, backed by 20 years of experience and a decidedly personal approach.
Chrissy had spent two decades building a reputation people were happy to recommend. Her website, on the other hand, was a one-page placeholder. As she looked toward the next chapter of her business, we partnered to create an online experience that could introduce her expertise to new audiences and support the opportunities ahead.
Project Scope
Website Strategy • Brand Identity Refinement • Custom Squarespace Website • SEO Optimization • Creative Direction
The Opportunity
Word of mouth had done a lot of heavy lifting. But referrals can only take a business so far if the website isn't doing its part.
Chrissy wasn't starting from scratch. She had loyal clients, established services, professional photography, and a reputation earned over 20 years. What she didn't have was a website that gave someone unfamiliar with her business enough information to appreciate the difference between her services and the alternatives.
There was also a bigger picture to consider. Alongside her established skincare and color analysis offerings, Chrissy wanted the flexibility to pursue private and corporate color analysis events and expand her business over time.
We needed to think beyond how the site would look at launch. What would help a first-time visitor and search engines understand her expertise? How would someone searching for a specific service find her? And how could the site accommodate new opportunities?
“Good design gets attention. Good strategy gives people a reason to book.”
— Liz Kroft, Founder of Aviso Studios —
From Inspiration to Identity
The good stuff was already there. Our job was knowing what to keep, what to refine, and what to bring into the mix.
Chrissy came with an existing logo, brand colors, professional photography, and a Pinterest board that gave us a starting point. Rather than reinventing her identity, we used those pieces to establish a more intentional visual direction.
Her photography took center stage, supported by carefully selected imagery edited to create a consistent editorial feel. Layered compositions added dimension, while custom bronze accents complemented her existing logo and introduced a richer finish.
We kept the design warm and personal, with enough restraint to let her work speak for itself. The goal wasn't to make Chrissy look like every other beauty and skincare brand. It was to create an experience that felt unmistakably hers.
Designed With Purpose
A gorgeous website was only part of the job. We also needed to make Chrissy easier to find, her services easier to understand, and booking feel like a natural next step.
We replaced her one-page site with dedicated service pages, tailored messaging, helpful FAQs, and straightforward booking paths. Each decision considered what prospective clients were looking for and what they needed to know before making an appointment.
SEO and AI search informed the structure from the start. Service-specific content, optimized headings and metadata, internal links, and a locally focused footer helped search engines understand what Chrissy offers and where she works.
We also made room for curated product recommendations and future private and corporate color analysis inquiries. Subtle animations, layered imagery, and a custom 404 page brought the same attention to detail to the entire experience.
“You have truly captured the calm yet whimsical aesthetic I was hoping for…I especially love the typography choices!…The coral dotted line is also a fantastic addition; it beautifully reinforces our core message of incremental change.”
Chrissy Jacobs
Founder, Chrissy Jacobs Esthetics
The Outcome
Chrissy has a website that gives her business something word of mouth alone couldn't: a place where new audiences can discover her, explore the full range of her expertise, and take the next step.
Her existing identity has been refined rather than replaced, and the site is built to accommodate new services and opportunities as the business evolves.
Twenty years of experience built the reputation. Now she has an online presence equipped to help more people discover it.
HAVE THE EXPERTISE, BUT NOT THE BRAND TO MATCH?
Let’s figure out what you’re building.
If your business has evolved, your ideas are all over the place, or your current brand and website simply haven't caught up yet, this is exactly the kind of work I love.