Site Showcase: The Female Hustlers

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Client's Site Description: Women Empowerment and Business Blog

Template Chosen: Brine

Why did you choose that template?: I use Brine in almost all my Squarespace designs, as it has the most functionality and flexibility.

What was the Client's Objective?: They wanted a girly, classy, luxurious design that would be practical for blogging and selling products.

Tell us a bit about the design process?: The Female Hustlers only had a logo and 1 color set up for their brand, and their business and brand only went as far as Instagram. So I started from scratch.

I supplied them with 2 questionnaires. One was depicting their target audience and the other was details about their website design, things they liked/didn't like etc. I also encouraged them to start a Pinterest board where they would Pin anything that they thought reflected their brand. I studied their answers and Pinterest board and began coming up with a mood board. The mood board was pink, classy and luxurious with splashes of bold black for contrast. They absolutely loved the mood board so we moved forward to creating the website!

From here I got busy designing the home page. Implementing ideas from the mood board throughout and aligning the style, color and fonts with the mood board and their existing Instagram style. We went back and forth to get it just right, until we were both in love with it!

The process was really collaborative and together we came up with something that we wouldn't have been able to do without each other. Narjiss (the founder) had some really great ideas and goals for her site that I was able to implement for her with my Squarespace knowledge.

How did you help the client differentiate their business through design?: In the initial questionnaires, I asked for links to the websites of closest competitors and business similar to what The Female Hustlers were aiming to do. By conducting industry research, I knew what the design standard for these business' was, so I had to aim for something different. We still had to capture the target audience, but we didn't want to do the same thing everyone else was doing. This brand is bold and unapologetic, this comes through on their Instagram, so I needed to create a design that reflected this. I think the soft pink and grey hues contrasting with the bold black features and strongly worded headlines is the perfect balance for exactly what these ladies are all about.

Is there custom development? What about custom added CSS? Can you tell us why you did or did not use these edits?: There's quite a lot of custom CSS throughout this design, for the small design details that we thought would bring it to life. Narjiss was really competent and tech savvy, so she could understand why we needed to use some custom code throughout the site. Another reason I used custom code was so that the site layout displayed better on mobile in some areas, as this is super important!

What are the top three creative features you used in the design?: My favorite design feature would have to be the Parallax scrolling, especially in the main block with the black brush stroke background, I think it adds a real element of interest.

Since there are over 20 authors on this blog, we had to come up with a creative and, most importantly, simple way to display the author at the end of each blog post. We did this by adding a separate blog and added each author with: a thumbnail image, a title, and an excerpt. Also, each author would be categorized as their own name. Then at the end of each blog post, they would just need to add a Summary Block, and pull from that category/author name. This prevents any problems down the track eg. if they need to change something in the author bio, they can change it on the separate blog once, instead of having to go back and change it on each individual blog!

And last, but maybe the most important as the female hustlers have almost 100k followers on Instagram, the Instagram block!


Designer: Erica from Big Cat Creative

Client's Site: The Female Hustlers