Hummingbird Heart Co

Branding Website Redesign
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At the heart of our business are values that mirror those of our cherished customers. From embracing a Sober Curious lifestyle to choosing holistic healing methods, we’re here to support your journey to wellness. We’re passionate about curating products that align with our values of consciousness, sustainability, and supporting our local economies. Because when you shop with us, you’re not just supporting a business – you’re supporting a community

Duration
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3 months – 2024

Main Responsibilities
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Project Lead
UX Design
UI Design
Visual Design
Photography Director

Collaboration
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Client / CEO / Director of Digital Engagement / Sales Team/ Stakeholders / Accounting Team/ Logistics Team/ Research & Development Team

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The Problem

Hummingbird Heart Co. was transitioning into a new state and location, which meant introducing their brand to an entirely fresh audience. Their existing website lacked a clear narrative and user journey, making it hard for potential customers to connect with their values, explore their services, or understand their unique offerings. It was visually disjointed, with inconsistent branding elements and no logical flow that guided users to key actions like purchasing or inquiries. Essentially, the website wasn’t telling their story effectively or converting visitors into customers.

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The Challenge

Lack of Immediate Clarity:
Users weren’t clear on who Hummingbird Heart Co. was or what they offered as soon as they landed on the site. There was no immediate "aha!" moment that made them want to stick around.

Disconnected Visuals and Navigation:
The brand didn’t feel cohesive. Fonts, colors, and imagery were all over the place, and navigation didn’t lead users on a natural journey.
Low Conversion Opportunities:
Calls-to-action (CTAs) were buried or nonexistent, making it harder for visitors to take the next step—whether that was booking, learning more, or buying.
Weak Connection with Target Audience:
The design didn’t resonate with their eco-conscious, soulful audience. It needed more of a “heart-forward” and inviting energy that reflected their values.

The Solve

Designed for First Impressions:
You ensured the homepage made an immediate connection by answering the who, what, and why within the first few seconds. The headline and hero section told their story and spoke directly to their new audience, while stunning imagery and earthy tones gave off that “welcome to our heart-centered brand” vibe.

Simplified Navigation:
You restructured the menu and pathways so users could intuitively find exactly what they needed. Whether they wanted to learn about the brand’s mission or browse their offerings, the journey was crystal-clear and streamlined.
Added Soulful CTAs:
You strategically placed clear, heartfelt CTAs that felt empowering rather than pushy—encouraging users to take action in a way that aligned with their values (think “Explore Our Story” or “Shop Soulfully”).
Infused the Brand’s Values:
You reimagined the site with earthy, magical tones, cohesive fonts, and a hand-drawn feel that tied into their eco-conscious and empowering ethos. The entire design felt like it belonged to a brand that truly cared.
Showcased Credibility:
You added testimonials, aligned their story with their services, and highlighted their sustainable, community-first approach.

The UX Magic:

Users now landed on a site that instantly felt connected to their values.
Clear pathways guided them from discovery to action without confusion.
The brand felt cohesive and magnetic, inviting their audience to explore, trust, and engage.
Conversion opportunities were placed exactly where their audience needed them.

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Target Audience
The revamped website was designed with Hummingbird Heart Co.’s ideal audience in mind: eco-conscious, soulful individuals who value authenticity, sustainability, and community. These were the customers who care deeply about their impact and were seeking products or services that aligned with their values.

This audience needed:

Clarity: A website that immediately answered their questions without forcing them to dig for information.
Connection: A design that felt personal, warm, and aligned with their values—something that felt like home.
Ease of Use: Simple navigation and clear CTAs that didn’t overwhelm but encouraged thoughtful action.

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Color Palette

Hummingbird Heart Co.'s color palette blends earthy greens, warm oranges, and grounding neutrals to create a soulful, eco-conscious, and inviting brand aesthetic.

☀️

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Previous Homepage

The previous Hummingbird Heart Co. homepage was visually disjointed and lacked a cohesive brand identity, which made it difficult for visitors to connect with the brand or trust the website. Key issues included:

Inconsistent Visual Elements:
The color scheme, typography, and imagery didn’t align with the earthy, soulful ethos of the brand, making the site feel generic rather than intentional and curated.
Overloaded Messaging:
The yellow banner with multiple offers felt cluttered and overwhelming, drawing attention away from the core brand story and product offerings.
Unclear Hierarchy:
There was no clear flow guiding users through the page. Important information like the product showcase and CTAs blended in rather than standing out.
Lack of Emotional Connection:
The design didn’t evoke the warmth, authenticity, or values that are central to Hummingbird Heart Co.'s mission, leaving users without a reason to trust or feel connected to the brand.

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Solution 01

When I reimagined Hummingbird Heart Co.’s website, my goal was to give it a cohesive, soulful, and eco-conscious feel that truly reflected their heart-centered values. I leaned into earthy tones like Forest Green, Terra Cotta, and Golden Honey to create a warm and inviting aesthetic that instantly connected with their mission and audience.

I focused on bringing consistency to the visuals by refining the typography, curating intentional imagery, and creating balanced layouts that aligned with the brand’s ethos of sustainability and empowerment. By simplifying the design and decluttering the layout, I gave the brand’s story and products room to breathe, elevating the overall feel from generic to intentional and high-end.

To make the site feel more personal and connected, I added hand-drawn elements and incorporated soulful, empowering language in the copy and CTAs. Everything was designed to guide users effortlessly through the site while building trust with features like testimonials and streamlined navigation.

The result? A website that feels like an authentic reflection of Hummingbird Heart Co.—soulful, grounded, and empowering—while creating an experience that captivates visitors and inspires them to engage.