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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Custom Showit Website for Spiritual Coach
The Wellness Within
The Wellness Within
The Scope: custom Showit Web Design
The Vibes: Spacious, reverent, and quietly luxurious
The Industry: Coaching + Women’s Personal Development
For The Wellspring Within, the goal was to translate a deeply transformational coaching practice into a spacious, sanctuary-like website experience. The design reflects Lindsay Conn’s work in self-sovereignty, essence, and inner awakening through grounded, intentional messaging and flow. The result is a calm, emotionally resonant experience that helps women feel seen, safe, and gently guided back to themselves.
Words from Lindsay:
"My husband and I joke that if there were an Oscar for excellence in website design, hands down, it would go to Jordin"
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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
translated into a fully cohesive digital experience that could hold its depth online. Lindsay had already built a powerful body of work centered on self-sovereignty, essence, and inner awakening for emotionally grounded women in midlife. The website needed to become the first true expression of that world, translating the depth of her philosophy into a clear, spacious, and experiential digital presence.
A key challenge was distilling the richness of her language into a structured, intuitive website that felt expansive rather than overwhelming. The goal was to create clarity in hierarchy and flow so visitors could move through the experience with ease while still feeling the reverence and depth of the work.
At the same time, the site needed to be built with future growth in mind. The Wellspring Within includes group courses, one-to-one mentorship, and future offerings such as a podcast and speaking engagements. The foundation had to support that evolution from the beginning.
Most importantly, the experience needed to reflect the emotional state of her audience: women who are not seeking more information, but reconnection. The website needed to feel like a sanctuary, calm, grounded, and spacious enough to gently guide them back to themselves.
Before
After
The Approach
For The Wellspring Within, the approach was rooted in translating depth into clarity without losing essence.
The work began by refining the brand messaging into a structured narrative that could guide the entire website experience. Rather than adding more content, the focus was on distilling Lindsay’s philosophy into its clearest expression so visitors could immediately feel the purpose and emotional tone of the work.
From there, the website structure was designed to support a sense of spaciousness and ease. Every section was intentionally paced to reduce cognitive load while still holding the richness of the brand. The goal was to create flow that feels intuitive, grounded, and emotionally safe for the user.
Design decisions were guided by restraint and intentionality. Typography, spacing, and hierarchy were used to create a sense of quiet luxury and reverence, allowing the messaging to lead rather than compete with visual noise.
Finally, the experience was built with future expansion in mind. The structure was intentionally flexible to support additional offerings such as courses, mentorship, and future thought leadership platforms like a podcast or speaking work.
The result is a digital presence that feels less like a traditional coaching website and more like an immersive entry point into Lindsay’s world of self-sovereignty and inner return.
"I was looking for that 'just right' website designer to create a website for the rebranding of my business. After considerable time researching and studying designers' portfolios, I found Jordin. Her work caught my attention and I had the sense that she was the one. Today, a few months later, I am awed. What she has created is beyond what I could have ever imagined. She captured the very essence of my brand and gave it life. My husband and I joke that if there were an Oscar for excellence in website design, hands down, it would go to Jordin. I should also add that working with Jordin was an ease and joy. Her organization and process is flawless."
-Lindsay C., Owner of The Wellspring
