Rhubarb Copy, founded by Grace Baldwin, is a copywriting and brand strategy firm working with tech startups in the SaaS (software as a service) field. It's important to Grace that she helps her clients own and celebrate their point of difference, infusing personality and humanity into their copy. So Rhubarb Copy's website would be no different!
Grace and I are aligned in our belief that brands and websites should be strategic and human-focussed, but that doesn't mean you have to sacrifice personality or that little spark inside that helps brands in any industry stand out as the remarkable business they are.
So, it was essential that this website would be personality-packed and not shy about it!
Grace took the time and care to assemble a dream team for her new brand launch, which included illustrator and brand designer Steph Truong and photographer Merel Mollema. This gave me an amazing base to springboard off of, combining Grace’s amazing copy, Steph’s beautiful branding and illustrations and Merel’s gorgeous photography with strategic, functional and accessible website design.
With this beautiful and solid foundation to leap off from, Grace had only one more very important instruction - she didn't want this to look like your average Squarespace site.
To do some significant justice both to the amazing photography and the branding, I included a lot of overlapping elements. This also adds a lot of visual interest for the viewer, draws their attention to important parts and, of course, packs in that personality. I specifically focussed on choosing images of Grace that were high on the eye contact scale, to bring that really human element of the brand that was so important to Rhubarb’s position and business goals. And of course lots of images that showed off Grace’s personality!
Alternating heading colours between the berry and the midnight was a deliberate choice so that the berry headings would stand out as important and draw the eye. The buttons follow a similar idea, with really important buttons being bold and eye-catching so the user knows what we want them to take action on!
It was an absolute pleasure to work with Grace, both thanks to the clear alignment of our vision and values, and the trust she placed in me to experiment and go bold while capturing her personality and goals for her business.
Here's what they had to say...
“I was expecting a new website, but Laura gave me a full-on glow up. I’m thrilled with the final product. Before working with Laura, I was using a Squarespace theme that I’d hacked together in an effort to make it look “different.” In reality, it just looked like a home-spun Squarespace site, and it didn’t match the level of professionalism I knew my business could bring.
Laura was able to take the ideas and brand elements I had and transform it into something beautiful. When she sent me the first mockups I was grinning from ear to ear for the rest of the day. And the end result is even better. I feel so much more confident after working with Laura, and feel ready to put my best foot forward online.”
- Grace Baldwin, Rhubarb Copy
More from the Portfolio
Hi, I'm Laura
I create beautiful, personality-packed brands and websites that reflect your remarkable.
From showcasing your services or converting your customers, to building a life you love – design is at the heart of it all. And my strategic (yet aesthetic) design approach combines form, function and flavour to fashion your dreams into reality.
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