lgf.design

Case Study — UX/UI & Brand

Freelance Writer
Rebrand

Complete brand identity and Squarespace website for an independent copywriter.

UX/UI Design Site Build
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Freelance writer rebrand project mockup

Project Overview

3 wks
Duration
10
Usability Testers

01 — Objective

Create a Brand for a Writer

Background

Create a brand that is artistic and quirky yet classic to match the client's thoughtful and relatable writing style.

The client is an independent freelance copywriter looking to stand out in a crowded market. I served as the sole designer and developer, responsible for research, UX, UI, and the full Squarespace site build.

The project ran three weeks at 15 hours per week: Week 1 for research and UX, Week 2 for UI development, and Week 3 for the site build.

02 — Research

Competitive Landscape

  • Analyzed freelance writer websites to identify common structural patterns
  • Identified must-have elements: service descriptions, client testimonials, and a detailed About page
  • Developed a user persona targeting marketing managers at small-to-large companies
  • Mapped a 5-page sitemap: Home, About, Services, Work, Contact
  • Built black and white wireframes before moving to color

Research revealed that successful freelance writer sites share three consistent features: prominent service descriptions on the homepage, client testimonials, and an About page detailing motivations and work history. These informed every structural decision.

03 — Define

Persona and User Flow

Target users are marketing managers and associates at small-to-large companies seeking writers who can authentically capture brand voice and understand company mission.

Key insights

  • Users want to quickly understand what the writer specializes in and who they have worked with
  • Testimonials are essential trust signals for this audience
  • A clear services page prevents confusion and sets expectations before contact
User Flow Freelance writer website user task flow
5-Page Sitemap 5-page sitemap for the freelance writer website

04 — Design

Custom UI from Scratch

Visual Identity

All UI components were created from scratch rather than using Squarespace templates, ensuring the design genuinely reflected the writer's unique voice. The palette and typography choices skewed artistic and classic to match her writing tone.

Usability Testing

Remote usability testing was conducted with 10 participants (5 male, 5 female) using an InVision prototype. Participants found the UX intuitive and noted the UI enhanced usability rather than distracting from it.

Platform Choice

Squarespace was selected to enable client self-sufficiency for future content updates, a critical requirement for a solo freelancer without a technical background.

UI Kit Freelance writer rebrand UI kit
Homepage Homepage final screens
About About page final screens
Services Services page final screens
Work Work page final screens
Contact Contact page final screens
B&W Wireframe — Homepage Homepage black and white wireframe
B&W Wireframe — About About page black and white wireframe
B&W Wireframe — Services Services page black and white wireframe
B&W Wireframe — Work Work page black and white wireframe
B&W Wireframe — Contact Contact page black and white wireframe

05 — Conclusion

Better Than Envisioned

Users found the UX intuitive and noted the UI actively enhanced usability. None of the 10 usability testers offered improvement suggestions.

The client described the rebrand as better than what she could have ever envisioned. The site was deployed successfully, with a 3-month follow-up review of analytics planned.