Melane Mullings | Vancouver, Canada
Melane Mullings
Full Squarespace Website Design and COPYWRITING case study
Learn how we helped Melane Mullings craft a purpose-driven digital platform that reflects her transformative coaching and consulting ethos by delivering a bespoke Squarespace website and full copywriting.
Purpose-led brand storytelling
Strategic Newsletter signups
Elegant, editorial-style design
Conversion-focused messaging
Project Overview
The Client
Melane Mullings is a Vancouver-based entrepreneur, cancer survivor, former registered nurse, and founder of Aere Management Consulting. Through her book Lemonade! and consulting practice, she empowers individuals to transform their challenging life experiences into successful, purpose-driven businesses.
The Challenge
Melane needed a cohesive online presence that would do justice to her multifaceted brand—spanning business consulting, speaking engagements, and her published work. Her goals were twofold: create a sophisticated, editorial-style website that reflects her mission, and clarify her message for a diverse audience of purpose-driven professionals.
Our Approach
Visuable Packages
To bring Melane’s brand to life online, we delivered:
What We Delivered
Custom Website Design: Developed a responsive, multi-page Squarespace site with a clean, modern aesthetic that mirrors Melane’s professional yet approachable brand.
Brand-Aligned Copywriting: Crafted compelling, SEO-optimised content that tells Melane’s story, outlines her services, and encourages user engagement.
Integrated Book Promotion: Designed dedicated sections to showcase Lemonade!, including testimonials and purchase links, enhancing credibility and driving sales.
User-Centric Navigation: Structured, intuitive menu and calls-to-action to guide visitors through Melane’s offerings seamlessly.
Mobile Optimisation: Ensured a consistent and engaging user experience across all devices.
The Results
UX & UI Design Outcomes
Polished digital identity: Melane’s website now visually matches the quality and professionalism of her work.
Narrative flow and clarity: Visitors can clearly understand her purpose, offerings, and how to engage—whether as a client or reader.
Seamless multi-offering structure: The site elegantly balances coaching, consulting, speaking, and authorship in a cohesive experience.
Mobile-first experience: Designed for performance and accessibility across all modern devices and screen sizes.
Creative Execution
Impact and Creativity
Melane’s website required more than a polished look—it needed to hold emotional weight. The creative direction was built around the duality of her story: strength and softness, resilience and refinement. Visually, we used an editorial-style layout that allowed her story to breathe, letting whitespace and bold statements carry gravity. Warm neutrals paired with muted accents created an atmosphere of calm authority. Instead of overwhelming users with visuals, we introduced thoughtful, meaningful imagery—each photo placed with intention to reflect transformation, service, and purpose. The homepage opens with Melane’s voice—both literally and visually—anchoring the site in authenticity from the first scroll.
Functionality and User Experience
The site was structured to support exploration without friction. Every page follows a clear path, moving visitors from insight to action—from discovering who Melane is, to understanding what she offers, to feeling confident about taking the next step. Copy and design work hand-in-hand to simplify complex offerings like consulting services and author platforms. Calls-to-action are placed at key intervals, always visible but never intrusive. The mobile experience mirrors the desktop layout—light, responsive, and intuitively organised—ensuring visitors can connect with Melane’s message regardless of device or setting.
Branding and Storytelling
Melane’s story was at the core of our copywriting strategy. We crafted her narrative in layers, from the powerful homepage positioning to the deeply personal bio and value-driven consulting sections. Her tone—grounded, inspiring, and accessible—became a guide for all visual and verbal decisions. We built in testimonial sections and “Lemonade!” features as proof points, supporting her credibility while highlighting her voice and impact. The storytelling isn’t just personal—it’s purposeful, showing the transformation her audience can experience through her leadership.
Execution and Design Excellence
This site is a masterclass in restraint and precision. Every module, font weight, and line length was considered to ensure clarity and consistency. We avoided over-designing, focusing instead on rhythm, flow, and intention. Subtle transitions, layered spacing, and clean grid alignments help shape the visitor journey. Even the smallest details—like the hover states and spacing between testimonial quotes—were crafted to reinforce trust and warmth. The final result is a digital space that doesn’t just perform well; it feels human, alive, and aligned with the heart of Melane’s brand.
Summary
Melane Mullings’ new website stands as a testament to her journey and mission. By combining strategic design with compelling storytelling, we created a platform that not only showcases her expertise but also inspires and guides visitors toward their own paths of purposeful success.
Brand photography courtesy of Melane Mullings
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