UNICA
FORMO
Branding + website design studio
Office hours:
M-Th 8am-4pm est
Unica Formo, led by Jordin Brinn, specializing in personality-driven Showit website design and branding for creative service-based businesses in Ohio and Beyond.
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Template Customization for Golden Era Estate Sales
Golden Era Estate Sales
Golden Era Estate Sales
The Scope: Showit Template Customization
The Vibes: Clear, structured, and trust-focused
The Industry: Estate Sale Services
Golden Era Estate Sales needed a clear, trust-building website that could simplify a complex and often emotional process. The goal was to create a digital experience that communicates professionalism, ease, and guidance from the very first interaction.
Words from tera:
"The results exceeded every expectation. My website is everything I imagined and more — something I’m genuinely proud to share with my clients."
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Unica Formo Design Services
Before we get into the project, here’s a snapshot of how we help wellness professionals bring their brand visions to life. Whether you're building from scratch or ready for a full refresh, our services are designed to align your brand, website, and strategy—so your business feels like you and speaks to the clients you’re meant to serve.
• Custom Showit Website Design
• Mobile Optimization
• Foundational SEO
• Website Copy Guidance
• Showit Template Customization
• Design Day Intensives
• Ongoing Support Retainers
• Brand Identity Design
• Logo Suites (Primary, Secondary, Submarks)
• Custom Pattern & Illustration Design
• Color Palette & Typography Suites
The Challenge
Golden Era Estate Sales needed a website that could bring structure and clarity to a service that is often emotionally layered and overwhelming. While the existing presence communicated the basics, it didn’t fully reflect the level of care, professionalism, and steady guidance the brand provides throughout the estate transition process.
A key challenge was translating a highly detail-heavy service into something that feels simple and easy to understand. Estate sales involve many moving parts; pricing, organization, logistics, and timelines—and the website needed to present all of this in a way that feels calm, digestible, and supportive rather than confusing or heavy.
At the same time, it was essential to build immediate trust with two core audiences: local homeowners navigating downsizing or life transitions, and adult children coordinating from out of state. Both needed to quickly understand what Golden Era handles, how the process works, and why they could feel confident handing over something so personal.
Ultimately, the goal was to move away from a transactional “liquidation” perception and instead create a website that feels grounded, professional, and reassuring; positioning Golden Era as a steady, thoughtful partner during a significant life change.
The Approach
We designed and developed a Showit template customization for Golden Era Estate Sales with a focus on clarity, structure, and trust-building—ensuring the website feels calm, organized, and supportive during an often overwhelming life transition.
The entire site was built around simplifying a complex process. Instead of overwhelming visitors with industry jargon or dense explanations, content was restructured into a clear, step-by-step flow that makes it easy to understand how estate sales work, what is handled, and what the experience will look like from start to finish.
Strong attention was given to information hierarchy and navigation so users can quickly find what they need—whether they are local homeowners managing a transition or adult children coordinating from out of state. Key pages such as services, process, and upcoming sales were designed to feel immediately accessible and easy to digest.
Visually and structurally, the design leans into a grounded, professional aesthetic that reflects both the emotional sensitivity and logistical precision of estate sales. The goal was to avoid anything that felt overly transactional or chaotic, instead creating a sense of calm order and reassurance throughout the experience.
To support action without pressure, inquiry points were integrated in a way that feels natural and unobtrusive, allowing users to move forward when they feel ready rather than being pushed through urgency-based messaging. This reinforces Golden Era’s approach of steady guidance and respectful pacing.
The final result is a refined, easy-to-navigate website that positions Golden Era Estate Sales as a trusted, organized, and compassionate partner—bringing clarity to a process that often feels anything but.
"From the moment I saw Jordin’s portfolio, I knew she was the perfect fit. Her website development workbook made the entire process feel seamless — and even helped me identify critical areas of my business I had overlooked. In just five days, my website was finished and live, feeling like an honest extension of who I am.
The results exceeded every expectation. My website is everything I imagined and more — something I’m genuinely proud to share with my clients. If you’re looking for someone who will bring your vision to life, look no further. I cannot recommend Jordin highly enough — you will not regret it!"
-Tera A. - Owner of Golden Era Estate Sales
