Eugreenia
New website · Brand identity · Squarespace build
Client:
Eugenia Chow
A brand refresh and booking platform for a conservation mentor, turning climate overwhelm into a clear first step.
Eugenia’s colourful, educational posts are the best thing to happen to my doomscroll (I now actively look forward to them). Her audience was growing fast, but everything beyond the posts lived in a cluttered list of bio links and an outsourced booking platform, hidden offerings that Instagram alone could never explain.
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Great content, but where do I start?
Eugenia is a conservation career mentor and environmental communicator who helps anyone ready to put their skills to work for the planet, through mentoring and group trips. Without a clear next step, people would find her profile, feel inspired, and leave without confidently knowing where to start. The customised mentoring, trips and resources she’d built could easily pass them by.
She wanted to be seen as the trusted professional she is, and to grow from creating content to building a community. Behind it all was her audience: people who care a lot, feel overwhelmed, and may be wary of big commitments. A site that pushed too hard would lose them. Sustainability was also a core requirement this time, not just my usual approach, given the message.
Building on what her audience already loves
The aspirational field journal
I took the playful scrapbooking design language of her existing platform (which was already working) and elevated it, adding a new logo and icon suite that feels like her at her best. It grew as a natural next chapter, not a rebrand that might unsettle people who already trust her.
Same voice, wider welcome
Her conversational tone is what makes her content relatable to anyone, so we kept it as the anchor and made sure the words also work for people finding her through search or for more formal engagements.
Fewer pages, gentler journey
I pushed back on the first page list to keep the discovery journey short and unintimidating, for anyone who might be cautious about big commitments. Clarity first, with the action always there but never nagging.
Squarespace, but make it accessible
Native features couldn’t meet the standard this project deserved, so I extended them with custom code. Her booking popup trapped keyboard users inside it, so I fixed it to ensure they could open, move through and close it without losing their place. Button labels match what voice-control users see and say, and screen readers aren’t made to read everything twice. On the sustainability side, a heavy embedded calendar became styled buttons that loads the booking popup only when someone wants it. Logos and icons are SVGs, which stay sharp at any size and ‘weigh’ very little.
Ambition vs platform
Our custom project hub in Notion (each of my clients gets their own) was the star, keeping comments, revisions and questions across a lot of copy in one calm place. With hindsight, I’d explore Squarespace’s layouts before designing. I got a little too excited about flourishes, which meant more custom code than I’d have liked (it still runs well, but lighter is always the goal).
Less link hunting, more doing
Eugenia now has a single place for mentorship inquiries, trip sign-ups, newsletter subscribers, resource downloads and her credentials, so she has more time for the creating that she loves. Her audience can go from “I want to help” to a mentoring session, a trip or a resource without playing bio-link detective, and they feel both supported and in control.
“You created something I didn't even know to expect. It surpassed what I imagined.”
— Eugenia 🫶
Bonus: I learned a lot about conservation along the way, and plenty of it has made its way into my everyday life (the best kind of project perk).
