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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Case Study: Website Design for a Nutritionist and Published Author
This case study highlights a custom website design project created for a nutritionist and published author who needed a professional, calming online presence to support both client work and educational content. The goal was to design a website that felt credible, approachable, and structured for long-term SEO growth.
A Nourishing Word
Nourishing Words
The Scope: custom Showit Web Design
The Vibes: grounded, approachable, calming
The Industry: nutrition and author
Words from heidi:
"It was a lot more fun than I thought it was going to be, and her collaborative spirit was a big part of that."
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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 & Website Goals
This website design project focused on creating a calm, SEO-friendly online presence for a nutritionist and published author whose work spans clinical care, education, and writing.
When it came to designing Nourishing Words, this wasn’t just another website design project. Since 1999, the practice has grown into a space where healing happens through many modalities, including nutrition therapy, somatic experiencing, and the written word. Rooted in nourishment, healing, whole self care, and embodiment, the work extends beyond helping people eat differently. It is about helping them feel more at home in their bodies and more connected to themselves.
While the mission was clear and powerful, the website was no longer fully reflecting it. Over time, the site had accumulated a large amount of information, making it feel cluttered and harder for visitors to find what they needed, whether that was clinical support, professional supervision, or her books. The website also needed to strike the right tone: calm, welcoming, and professional, without leaning into diet culture or triggering imagery. A key goal of the website redesign was to bring clarity and structure to the content while maintaining a sense of warmth, safety, and professionalism.
Her audience, people navigating eating disorders, trauma, and body image concerns, needed an online space that felt safe from the very first click. From a website design perspective, this meant avoiding triggering visuals, prioritizing clear navigation, and creating an experience rooted in trust and accessibility. At the same time, her growing presence as an author and mentor meant the site had to do double duty by showcasing her writing, making her books easy to explore, and highlighting her consultation and supervision work for other professionals.
The challenge was to create a website design that held all of this with clarity and ease, balancing clinical credibility, author visibility, and an SEO-friendly website structure that could support long-term growth. The result is a professional home that feels organized, approachable, and reflective of her unique style, inviting readers, clients, and colleagues alike to feel hopeful, curious, and motivated to begin their own path toward healing.
Before
After
Design Approach
For Nourishing Words, the goal was to create a custom website design for a nutritionist and published author that felt calm, welcoming, and easy to navigate from the very first click. Heidi’s work spans counseling, somatic healing, and authorship, so the website needed to reflect the full depth of her practice while inviting readers, clients, and mentees into a space that felt safe, grounded, and motivating.
We took a collaborative approach, guiding Heidi through decisions around messaging, structure, and visuals to ensure the website clearly communicated her values of nourishment, healing, whole self care, and embodiment. With multiple offerings including books, supervision, and clinical services, the challenge was organizing the content in a way that felt intuitive, professional, and easy to explore without overwhelming visitors. From an SEO perspective, the website also needed a clear structure that supported multiple offerings while making it easy for both visitors and search engines to understand the scope of her work.
Visually, the design focuses on a clean, inviting aesthetic that moves away from diet-focused or potentially triggering imagery. Soft, natural tones, clear typography, and thoughtful spacing create a grounded, accessible experience. The layout prioritizes readability, intuitive navigation, and clear pathways to her books, writing, and clinical services, while microcopy and visual hierarchy gently guide visitors through the site.
Rather than relying on a generic template, we built a custom website that reflects Heidi’s trauma-informed, client-centered approach. The design not only highlights her current offerings but also allows room for her author platform and mentorship work to grow over time. Above all, the website provides a sense of safety, clarity, and empowerment, encouraging visitors to explore her work and begin their own journey toward healing and embodiment.
Jordin went above and beyond for my website design project. She not only gave my site a very professional glow-up, but she was a pleasure to work with throughout the whole creative process. It was a lot more fun than I thought it was going to be, and her collaborative spirit was a big part of that. She never made me feel weird for making a request; sometimes, as a writer, I can get fairly detail-oriented in the editing process.
When there were some tech issues with the site upon completion that had nothing to do with her work, related to connectivity with my domain host and other platforms that I use, she put in many hours of work to understand the problem and make sure that it was made right. I would hands-down recommend Jordin Brinn and Unica Formo. My website is beautiful and functional, and the whole process from start to finish was easeful because Jordin is both professional and approachable.
-Heidi S., Owner of a nourishing word
