Patti Kim, Author Brand Transformation
“Julie offers a brilliant standard of aesthetic, customized copy, tech and marketing savvy, and a collaborative spirit that truly aims to showcase her clients.”
UX Design | Content Strategy | Identity Systems
The Challenge
Award-winning author Patti Kim required a digital presence that balanced her "dark humor" brand with the commercial requirements of her publishers and middle-grade audience. With a new book launching, her existing WordPress site proved difficult to maintain and lacked a cohesive user journey for high-traffic book launches.
While the original WordPress site successfully established the author's digital brand, the platform's technical overhead became a barrier to the client's agility as her series expanded. The project required a transition from a developer-managed environment to a client-led platform to prioritize ease of use and rapid content deployment.
The Solution
I transitioned the brand from a static site to a dynamic, accessible Squarespace ecosystem. The focus was on "editorial architecture"—creating a visual and verbal narrative that felt authentic to the author while streamlining the path to purchase for parents and educators.
UX & Strategy Highlights
1. Visual identity as navigation
The Problem: The author’s personal collage art was beautiful but lacked digital structure.
The UX Fix: I digitized her physical artwork to create a consistent iconography system. A silhouette of the author on a motorcycle became a recurring anchor—serving as the logo, favicon and a "path-to-home" visual cue.
2. Content hierarchy & storytelling
The Strategy: Traditional bios are often dry. I restructured the "About" experience to mirror the author's narrative voice.
The Implementation: I wrote and edited all copy to ensure a "whimsical yet grit-filled" tone. I utilized a high-contrast palette (teal, red and black) to ensure the book covers remained the primary focal point of the UI.
3. Intentional friction reduction
The Problem: The original WordPress backend created a barrier to entry for the client to update her own event schedule.
The Solution: I migrated the site to Squarespace to prioritize client autonomy. I delivered a custom user guide and conducted training sessions to ensure the site remained a "living" marketing tool rather than a static archive.
4. Technical SEO & accessibility
Ensured all image alt-text and page metadata followed a strict SEO strategy to improve discoverability among librarians and literary agents.
Designed the mobile view to prioritize "one-tap" purchasing and contact buttons, recognizing that a significant portion of the audience accesses the site via social media referrals on mobile devices.
The Results
Brand Cohesion: A unified digital identity that successfully bridges the gap between artistic "dark humor" and commercial appeal.
Increased Autonomy: The client now manages book updates and event listings independently, reducing long-term maintenance costs.
Seamless Handoff: Provided a full design system (colors, typography and functional specs) that allows the brand to scale across newsletters and social platforms.
I actually had to ask, "Did I write that or did you?"
“Julie has a gift for creating websites that are customized to your voice and vision. She offers a brilliant standard of aesthetic, customized copy, tech and marketing savvy, and a collaborative spirit that truly showcases her clients.”
- Award-Winning Author Patti Kim
Explore the world of Patti Kim at pattikimwrites.com!
University Park Civic Association
“We LOVE our new website! It’s so much easier to use than our old one, and we always get compliments on it.”
“We LOVE our new website! It’s so much easier to use than our previous one and we get compliments on it all the time.”
-Stacey Seigel, UPCA Events Chair
Website
Messaging
SEO Copywriting & Editing
Form Creation
Mobile & Browser Optimization
Background
Nestled near the prestigious University of Maryland, University Park boasts a prime location within Prince George's County, one of the most culturally and economically diverse counties in the United States. This vibrant town is a melting pot, attracting professors, teachers, union workers, families, singles, couples, and a thriving age-in-place population.
With a strong sense of community ingrained in its fabric, University Park exudes a welcoming atmosphere and a sense of belonging. The town's rich history and diverse demographics create a unique blend that fosters a sense of stability and togetherness.
Challenges & Goals
In 2017, the UPCA (University Park Community Association) recognized the need for a fresh website that multiple individuals could easily manage rather than relying on a designated webmaster. I strongly believe in democratizing technology, ensuring that it is accessible to many, not just a select few. Motivated by this passion, I volunteered to design a new website that would fulfill these requirements for the UPCA.
The project presented an opportunity for the association to revamp its online presence and address important changes.
They aimed to emphasize that their events extended beyond happy hours, encompassing activities for young children, pets, and the wider community. Inclusivity and diversification were key objectives.
They sought to enhance the site's visual appeal and user-friendliness, making navigation a breeze.
Simplify newcomers' sign-up and volunteer process and streamline annual dues payments for existing members.
Ensure ease of updating, considering the regular turnover in leadership every few years.
Results
Through this endeavor, I empowered the UPCA to embrace these improvements and meet their evolving needs. The new website served as a catalyst for positive change, facilitating greater community engagement and seamless administration.
Together, we transformed their online presence, making it more dynamic, inclusive, and easily manageable. The result is a thoughtfully designed website that amplifies the voice of the association and facilitates efficient communication with members and the wider community.
You can check out the UPCA website at www.upcamd.com!
Serenity and Health
“Working with Julie for several years on projects related to my website and book launch was a game-changer for me.”
Website Updates
Design (website, social media, print collateral, business cards)
SEO Copywriting & Editing
Newsletter Design & Management
Book Trailer
Book Launch Team
Social Media Support
Lead Magnet Creation/Design Monitoring
Media Kit & One Sheet
SERP Results
Monthly Web Traffic Analysis
Content Calendars & Video Editing
“Working with Julie for several years on projects related to my website and book launch was a game-changer for me. Her writing/media/tech/communication skills combined with her positive and encouraging attitude helped me meet my goals and learn a great deal. I benefited from her initiative and creativity and felt like I had a committed partner every step of the way.”
-Donna Chacko, M.D., author of Pilgrimage: A Doctor’s Healing Journey and Founder of Serenity and Health
Donna Chacko, the visionary behind the Serenity and Health program and blog, is also the esteemed author of Pilgrimage: A Doctor's Healing Journey. With her established website, SerenityandHealth.com, Donna regularly shared insightful monthly blog posts on mind-body-spirit health. Seeking assistance in optimizing her blog's organization for improved searchability, Donna also had her sights set on building an engaged audience platform in anticipation of her upcoming book launch.
Transformative Collaboration: Achieving SEO Success & Growing Donna Chacko’s Newsletter Audience
Lead Magnet to attract newsletter sign-ups.
Over the years, Donna and I have collaborated closely, achieving numerous milestones together. Our first objective involved enhancing the searchability of her blog. By reviewing and updating metadata and optimizing blog summaries with relevant keywords, we significantly improved her blog’s searchability as well as its search engine optimization (SEO).
S&H Newsletter
In parallel, we focused on expanding Donna's platform well in advance of promoting her book. Leveraging her dedicated blog readership, we devised a strategy centered around growing her newsletter audience, as Donna preferred not to rely heavily on social media. Through our concerted efforts, we witnessed a remarkable 300% increase in her newsletter subscriber rate within a year. Notably, her open and clickthrough rates remain high.
Establishing Authority & Achieving Top SERP Ranking
In addition to our efforts in enhancing Donna Chacko's website and growing her newsletter audience, we implemented a strategic approach to secure high-quality backlinks. Leveraging connections and relationships with fellow content creators and authors, we engaged in fruitful collaborations such as podcast appearances and blog swaps. These collaborations not only expanded Donna's network but also boosted the credibility and visibility of her website.
To further amplify her online presence, we launched an engaging vlog series, “Pop-Up Conversations on Health of Mind, Body, and Spirit, " featuring influential figures in the mind-body-spirit health sphere. Esteemed guests, including best-selling author Geri Scazzero, joined Donna in thought-provoking discussions. This added value to her content, attracted a wider audience, and strengthened her position as an authority in the field.
As a result of our comprehensive efforts, Donna Chacko and the Serenity and Health website now claim the coveted top spot on search engine results pages (SERPs). This remarkable achievement underscores the effectiveness of our strategies in optimizing her online presence and establishing her as a trusted resource in mind-body-spirit health.
Retrieved June 14, 2023
Retrieved June 14, 2023
A Resounding Success in Numbers
Donna Chacko, MD, the remarkable author behind Pilgrimage: A Doctor's Healing Journey and the visionary founder of Serenity and Health, has achieved remarkable milestones in promoting her book. The results speak for themselves:
Expanding Social Media Reach:
Facebook Community audience grew by an impressive 170% (2019-2021).
Twitter subscribers soared by an exceptional 167% (2019-2021).
Exponential Newsletter Growth:
Newsletter subscribers surged by an astounding 800% (2019-2021).
Achieved through lead magnets, sales funnels, and enticing free online courses that captured email addresses.
Remarkable Book Sales:
Over 50% of the engaged newsletter audience became proud owners of Donna's book.
Sold a remarkable total of 350 books, surpassing the average for self-published authors (250 copies).
Rave Reviews and Recognition:
Pilgrimage boasts an outstanding 5-star average rating on Amazon, accompanied by 47 glowing reviews.
Honored with prestigious accolades, including first-place awards in the Catholic Media Association 2022 Book Awards for Marriage & Family Living and Self-Published Book categories.
Recognized with a Gold Medal in the Illumination Book Awards and Reader Views Literary Awards.
Awarded a Silver Medal in Christian Non-fiction by Readers' Favorite.
Elevated Connections in the Mind-Body-Spirit Domain:
Donna established professional introductions with notable figures in the domain, such as Jeannie Gaffigan (author and wife of comedian Jim Gaffigan).
Garnered attention and connections from verified Twitter users, including the esteemed Dr. Lucy McBride.
Donna Chacko's extraordinary journey with Pilgrimage exemplifies the power of passion, perseverance, and profound storytelling. Her impact reaches far and wide, touching the hearts and minds of readers while receiving accolades and praise from acclaimed industry voices.
Comprehensive Support for Donna's Book
I provided extensive support for Donna Chacko's book, taking care of various crucial aspects, including:
One-page Design for Bookstores: Crafted an attractive, info-packed one-page design specifically tailored for bookstores, showcasing the essence of Donna's book to entice book sellers.
Engaging Book Trailer Production: Produced a captivating book trailer to entice viewers to explore her book further.
Media Kit Creation: Developed a comprehensive media kit, equipping Donna with essential promotional materials that effectively conveyed her book's key messages, accomplishments, and unique selling points.
Podcast Research and Recommendations: Conducted thorough research to identify relevant podcasts within Donna's target audience. Provided a curated list of podcasts she could reach out to, maximizing her opportunities for meaningful interviews and exposure.
Creation of Lead Magnets: Designed compelling lead magnets to entice readers and build her email subscriber base. These valuable resources served as incentives for potential readers to connect with Donna and explore her book further.
Shareable Social Media Images: Created eye-catching, shareable images tailored for social media platforms, enhancing Donna's online presence and encouraging engagement and interaction among her audience.
With my comprehensive support across various marketing avenues, Donna Chacko's book received the attention and promotion it deserved, amplifying its reach and impact on readers. Together, we ensured that her compelling story reached the hearts and minds of a wide audience, generating curiosity and anticipation for her book's transformative journey.
Together, we have propelled Donna's online presence, fostering a loyal community and positioning her for success as an author and advocate for serenity and health. The journey continues as we work hand-in-hand to unlock new possibilities and amplify her reach.
You can check out Serenity and Health, learn about Donna’s book, and subscribe to her blog at www.serenityandhealth.com!
D.O. Moore, Author & Poet
“I would enthusiastically recommend Julie to my colleagues and friends!”
“Creating your own brand can be intimidating but Julie worked with me every step of the way. I now have a professional and standout web presence and portfolio of my work that I am proud to show to potential book publishers. I would enthusiastically recommend Julie to my colleagues and friends!”
-D.O. Moore, Esteemed Poet & Rising Speculative Fiction Author
Responsive Website
Copywriting
Content Organizing
Design
SEO
Headshot Coaching
User Guide
Unveiling Complexity, Showcasing Brilliance
D.O. Moore, an accomplished poet and aspiring science fiction writer, sought a dynamic website to impress prospective publishers. Just as her poetry carries layers of depth, her website mirrors this complexity, providing a captivating glimpse into her diverse talents.
Uniting Poetry & Speculative Fiction
D.O. Moore sought my expertise in creating a website that would establish her online presence, allowing potential publishers to explore her speculative fiction novel while showcasing her established career as a poet. The challenge was capturing the tension and tone of her work, which explores the interplay between our human desire for connection and the potential for pain while maintaining a straightforward modern aesthetic. Furthermore, D.O. desired a user-friendly website that she could easily update herself.
I meticulously gathered and organized D.O.'s extensive body of work. I reformatted each magazine cover featuring her poetry, creating digital thumbnails optimized for her website. Additionally, I adapted her original poetry pages as necessary, transforming them into PDFs for easy access. By cataloging each publication by year and incorporating essential metadata, I created a clean and organized archive of her published works.
Through these meticulous steps, D.O.'s website now serves as a dynamic platform where her literary achievements seamlessly coexist. Visitors can explore her impressive portfolio, immerse themselves in her thought-provoking poetry, and delve into her captivating speculative fiction novel. This carefully curated website embodies the essence of her writing, creating an engaging experience for both publishers and enthusiasts alike.
Elevating D.O. Moore's Image: Stunning Headshots and a Striking Homepage
To enhance D.O. Moore's online presence, we took the initiative to secure a professional photographer for her captivating headshots. Prior to the shoot, we meticulously curated a mood board featuring a collection of outfits, poses, and styles, ensuring a cohesive and visually appealing result. The outcome surpassed expectations, providing a beautiful array of high-resolution photos to choose from.
We carefully selected the most alluring headshots and seamlessly integrated them into D.O. Moore's website and social media profiles. To add a touch of artistic flair, we opted for a sepia filter for her homepage banner, accentuating the shadows in the photograph and infusing it with a captivating allure.
Together, we wrote the website copy and I provided edits and suggestions. I selected banner images for each webpage. We went for a sparse natural theme. We landed on the tagline, “Words making worlds,” to reinforce that D.O.’s writing takes you out of the day-to-day world and into new and potentially darker places that she allows us to explore under the safety of her carefully chosen words.
For the homepage, I created a collage of images to capture the mood of her novel and her poetry and then arranged them into a geometric shape to keep them together yet separate.
“Words Making Worlds”
We collaborated to write and edit the website copy, carefully selecting banner images to convey a natural and minimalist theme. The tagline "Words making worlds" captures the essence of D.O.'s writing, transporting readers to new realms through her skillful prose.
The homepage features a striking collage of images arranged in a geometric shape, reflecting the mood of D.O.'s novel and poetry. Additionally, we included important elements such as a favicon, SEO-optimized copy for each page and image, and ensured the site is registered with popular browsers.
To empower D.O. with website management, we chose Squarespace as the platform and provided comprehensive training sessions, follow-up videos, and a customized user manual. This enables D.O. to easily update and maintain her website.
With meticulous attention to detail, we have created a website that represents D.O. Moore's literary world. Through thought-provoking visuals and impactful words, her website offers visitors a glimpse into the vibrant worlds she has crafted.
D.O. remains pleased with her website! You can visit it at domoorewriting.com
Birds and Fellows Salon
“I actually cried when Julie unveiled the design to me. This site feels like me and true to my brand. Clients have also told me how much they love my website and how much easier it is to use now.”
“I can't say enough good things about this experience! I actually cried a little when Julie unveiled the design to me. This site feels like me and is true to my brand. Clients have also told me how much they love my website and how much easier it is to use now. The style guide she created for me makes it easy for any of my staff to update the site.”
Revitalizing the Salon Experience: Elevating Ginger's Online Presence
Hair salons' online presence often falls short, lacking the magic of the actual experience. With Ginger's salon, we started from scratch, determined to create a website that captures the essence of the extraordinary. Our aim was to immerse visitors in the salon's ambiance even before they stepped through the door. We wanted to showcase Ginger's vast expertise as a Corcoran Gallery of Art School of Design graduate and her passion for music, harking back to her days of attending rock shows in the vibrant DC area.
At the forefront of our design was the client experience. We meticulously organized information, ensuring an effortless and intuitive layout. Our goal was to make it easy for visitors to find the information they need.
A Collage of Color & Client Experience
With her love for polaroids, vibrant colors, and a relaxed atmosphere, Ginger brings a distinct charm to her salon. As a skilled photographer, she provided us with a stunning collection of client photos that became the centerpiece of her website. We opted for a collage-style design to showcase the diverse clientele and hair types Ginger works her magic on. The images were artfully formatted as polaroids, capturing her laidback and unfiltered style.
While the website highlights Ginger's talent and that of her staff, the ultimate focus is on the client experience. We dedicated special attention to the "Getting Here" page, recognizing the challenges of parking in DC and the salon's location within a hotel, which may not be immediately visible. This page was carefully crafted to prioritize client convenience and comfort, ensuring a smooth arrival.
In addition, we collaborated on co-branding her salon's appointment booking program with her website. Olivia the Bulldog, the salon's mascot, takes center stage, adding a touch of personality to the online booking experience.
A Seamless Online Presence Tailored for Ginger's Salon
In the final stages of the website development, I paid attention to the details that truly matter. This included creating a favicon, crafting SEO-optimized copy for each page and image, and ensuring the site's registration with popular browsers. To empower Ginger in maintaining her website, we selected SquareSpace as the platform, accompanied by comprehensive training sessions and a user-friendly style guide. Recognizing Ginger's busy schedule as an entrepreneur, the style guide was designed to streamline the onboarding process for new hires assisting with website management.
The moment Ginger laid eyes on the polaroid-inspired version of her website, tears of joy welled up in her eyes. Witnessing her happiness brings me immense satisfaction. Moreover, clients have spontaneously expressed their love for the website, reinforcing its success. Ginger now possesses a captivating website that embodies her salon's spirit, welcomes clients, and provides easy-to-navigate sections for pricing, booking, and parking information.
Ginger's salon now boasts a strong online presence that reflects her unique vibe, ensuring a memorable and user-friendly experience for existing and potential clients.
UPDATE: Ginger's Salon has temporarily closed its doors due to ongoing renovations. However, we understand the importance of maintaining exceptional service and convenience for her valued clients. To ensure a seamless transition, we transformed Ginger's website into a single landing page that provides all the necessary information for scheduling hair services during this temporary closure.
On the landing page, you will find photos of each talented stylist, allowing for easy identification and selection. Additionally, we have included contact details and addresses for the host salons where Ginger and her staff are currently operating. Our priority remains customer satisfaction and ensuring a hassle-free experience.
