A Very Sexy Rebrand
Several years ago, in my early 40s, I remember feeling old, dried up, and kinda dead inside. I felt resigned, like, “Well… I guess this is just who I am now.”
Thank goodness I eventually woke up and realized I wanted more.
Fast forward a handful of years, a divorce, and several big, scary life changes later, and I’ve never felt more alive.
But I’m not gonna lie—navigating all that change was hard. And lonely. No one handed me a roadmap.
So then it felt especially meaningful to design the new brand and website for Aimee Ames, a sex and relationship coach who helps midlife individuals and couples reconnect to themselves and to each other.
A Sexy Rebrand
I talk a lot about what it’s like for my clients to finally see their full selves reflected in their new brands.
In this case, it was also moving for me to create something that could’ve been speaking to an earlier version of myself.
I don’t have to be the target audience to do this work well, of course. But that connection gave me a deeper sense of how her brand needed to feel: warm, safe, intimate, and alive.
Aimee’s original site was fine. But it felt cold, sterile, and generic.
Here’s how I shaped her new site to tell a story that feels welcoming, alive, and resonant…
01 Messaging that speaks directly to the right people
Aimee’s old homepage didn’t include a headline—just a photo. Pretty, but not helping her visitors understand what’s possible for them.
Homepage: Before
For the new site, I added a clear, evocative headline:
“Imagine what’s possible when you finally choose yourself.”
And a subhead that names what her clients are longing for:
“Confident in your desires, at ease in your body, and fully alive in your relationships. It’s all closer than you think.”
I also used a photo where she’s smiling warmly and invitingly. She’s doing intimate work, so people need to feel safe the moment they land on her site.
Homepage: After
02 Content hierarchy that guides, not overwhelms
The old site had thoughtful words… but so many of them. No clear visual structure. No breathing room.
Before
In the new site, I followed the main banner with a brief section showing empathy for what potential clients might be feeling and positioning Aimee as the solution.
The new section:
leads with a simple, emotional headline
keeps the copy short and empathetic
uses space and typography to guide the eye
helps visitors see themselves in what she describes
It creates clarity and relief rather than overwhelm.
After
03 An intro to her services that helps people choose
In the old site, Aimee’s services were buried in long paragraphs or lists, so it wasn’t immediately clear how to work with her.
On the new site, each offering gets its own moment:
a beautiful, emotive photo
a short, benefit-driven description
a clear CTA
an elegant, scannable layout
This helps visitors understand what’s available to them and what each path will feel like.
After
04 Social proof that lands emotionally
Aimee’s old testimonials were thoughtful, but visually flat. And too many on one page, all jumbled together, just end up reading as noise.
Before
After
On the new site, I isolated a few standout quotes so they each land with more impact. A sensual rose backdrop creates mood and emotional weight.
05 A site that feels sensual and alive
Aimee's work is deeply embodied, but her old site wasn’t. So that’s where the biggest transformation happened.
Her old site was clean and functional… but it didn’t tell a story. It didn’t immerse you or help you feel anything.
Before
The new site is intentionally experiential, with sensual photography and copy that helps visitors imagine what transformation could look like for them.
Aimee’s work is about helping people feel more alive and more connected. And now her website does that too.
Check out the full site here.
After
After
That was a lot. What’s the bottom line?
A rebrand should never just be about creating beautiful visuals. It’s about telling a truer and deeper story, creating connection before the first conversation, and showing people what’s possible for them. It’s about building trust, resonance, and emotional clarity from the moment someone lands on your homepage.
When we work together, you’re not just getting a prettier website.
You’re getting:
Messaging that resonates deeply with the right people
A visual story that feels emotionally alive
A site that guides visitors effortlessly
A brand that builds trust and connection before you get on a call
And a design that reflects the full depth of who you are now
If your current site feels “fine” but not alive… or if you know it’s not fully expressing your work or your evolution…
Let’s change that. The first step is a call.
Goodies Just For You
WHAT I’M THINKING ABOUT: I’ve been genuinely moved by Aimee’s new Rekindle program. I love the intention behind it—the care, the spaciousness, the way it gives couples time to slow down and actually find each other again. It’s a 10-month group program for couples in long-term relationships who want to rebuild connection, deepen intimacy, and feel more aligned and alive together. It begins early 2026. Get more info and apply here.
WHAT I’M EATING: My boyfriend doesn’t normally bake, but a couple weeks ago, he saw this recipe for Flourless Lemon Pistachio Cake and instead of sending me the recipe, which he normally does, he spontaneously decided to make it himself. He brought it over to my house for dinner and pretended he’d bought it at a bakery. I believed him and then proceeded to freak the fuck out when I tried it. Only then did he admit he’d made it himself. It’s impossibly moist and super lemony and delicious. And he said it wasn’t difficult. He made it again for my family at Thanksgiving last week.
WHO I’M ADMIRING: Devin Lee is a Systems Strategist and has the COOLEST website around (I wish I’d designed it, but I didn’t). She offers a Process Mapping session that helps you untangle the behind-the-scenes chaos in your business and finally feel organized again. She can help you with all kinds of systems, but really specializes in systems related to your offers. A few weeks ago on Jac White’s Girls Make Bank Podcast, she said something I loved: great systems free up your brain to be more creative and actually do the things you want to do. Check her out!
