Eugreenia — Climate Careers and Community

Eugenia is a conservation career mentor and environmental communicator whose colourful, educational posts are the best thing to happen to an Instagram doomscroll. But beyond social media, her offerings lived scattered across a cluttered list of bio links and an outsourced booking platform, meaning her custom mentoring, trips, and resources could easily pass people by. Her audience cares deeply, feels climate overwhelm, and can be wary of big commitments. To grow from creating content to building an engaged community, she needed a trusted digital presence that guided visitors without pushing too hard.

Building on what her audience already loved, I anchored the visual identity in an ‘aspirational field journal’ concept. Rather than a jarring rebrand, I elevated the playful scrapbooking design language of her existing platform with a fresh logo and custom icon suite. We kept her conversational tone as the anchor, ensuring the messaging offers a warm, relatable welcome to newcomers while working seamlessly for search discovery and formal professional engagements.

To keep the discovery path short and not intimidating, I pushed for fewer pages and a gentler journey. Clarity came first: high-impact action steps are always there, but never nagging. Visitors can explore conservation trips, mentoring packages, and field resources at their own pace, replacing friction and uncertainty with a natural self-directed browsing experience.

Because Squarespace’s native features couldn't meet our standards, I extended the build with custom code to prioritise accessibility and digital sustainability. I fixed a booking popup that trapped keyboard users so visitors can open, navigate, and exit without losing their place, aligned button labels to voice-control speech patterns, and eliminated screen-reader redundancies. To keep the site lightweight and lower-carbon, a heavy embedded calendar was replaced with styled, on-demand booking triggers alongside light SVG assets.

Eugenia now has a single, cohesive home for mentorship enquiries, trip sign-ups, newsletter subscribers, and resource downloads. Instead of playing bio-link detective, her audience can move effortlessly from ‘I want to help’ to a mentoring session, trip, or guide while feeling supported and in control.

— Eugenia Chow, climate communicator