The Femme Guide is a transformative brand dedicated to helping ambitious women embrace their femininity authentically. Founded by award-winning coach Cat Shanu, the brand provides resources through online classes, viral social media, personality quizzes, and coaching. My role was to craft a brand identity and website that capture the essence of refined femininity, empowerment, and authenticity.

To create a sophisticated yet approachable brand identity and an immersive website experience that resonates with the target audience—ambitious women seeking to embrace their feminine energy without compromising their authenticity. The website needed to serve as both a resource hub and a welcoming space that invites women to explore and discover their potential.

The brand’s identity was centered around themes of elegance, empowerment, and transformation. Each design decision was guided by the intention to visually reflect these elements while aligning with the brand's mission.

Logo & Typography: The logo for The Femme Guide is a combination of graceful script and classic serif fonts, balancing softness with structure. The serif fonts convey stability and professionalism, while the script adds a touch of elegance and warmth, creating an inviting yet authoritative look.

Color Palette: Deep, luxurious hues of red and burgundy anchor the brand's color palette, evoking passion, sophistication, and empowerment. Accents of soft pinks and neutrals add warmth and approachability, embodying both the strength and the subtlety of femininity.

Imagery Style: The brand imagery features feminine silhouettes, soft lighting, and a romantic, slightly mysterious tone. The visuals are carefully curated to inspire introspection and embody the journey of self-discovery and transformation. This approach reflects the brand's promise of helping women unlock their true selves.

The website design process was an exercise in blending functionality with elegance. Built from scratch using Adobe XD for design and Webflow for development, the website was crafted to guide visitors through a journey of exploration and engagement.

User Journey Mapping: Every element of the site was designed with the visitor's journey in mind. From the moment they land on the homepage, users are subtly guided through an experience that reflects both the educational and transformative goals of the brand. Clear calls to action and carefully curated content make it easy for visitors to explore courses, read testimonials, and engage with resources.

Interactive Elements: The website includes interactive sections like personality quizzes and testimonials to create an engaging experience. These elements are strategically placed to encourage users to dive deeper into the content, fostering a sense of discovery and connection.

Content Production: All website content was developed in-house, with select use of high-quality stock images to maintain a cohesive aesthetic. The content style was chosen to reflect the brand’s personality—animated, welcoming, and empowering. Every word and image was crafted to reinforce the message that femininity is a strength, and every woman has the potential to embrace it authentically.

The result is a minimalistic yet dynamic website that embodies the brand’s essence. The site is both visually captivating and strategically designed to convert, making it a powerful tool for building the brand’s online presence. Through the custom design and careful content curation, The Femme Guide’s website is more than just a digital space—it’s a reflection of the empowering journey it offers to its community.

This project showcases the impact of thoughtful brand design and strategic website development. The Femme Guide now has an identity and digital presence that effectively communicate its values, engage its audience, and support its mission to empower women in embracing their true femininity.