Touchstone Essentials is an organic wellness brand with an established visual identity and a growing community of customers, ambassadors, and affiliates. This was not a rebrand. It was an opportunity to step back, look at the existing page through the eyes of a new visitor, and ask does this experience actually serve the person reading it?
The existing About Us page was built around what the brand wanted to say, not around how a visitor moves through a brand story. It opened with a long founder letter and dense body copy, this was a reading experience before a trust experience. The brand's strongest proof point, its real community of families, was buried so far below the fold that most visitors never reached it. The information hierarchy was telling the story in the wrong order for the person it needed to reach.
What I Did
Working collaboratively with the marketing team and within the brand's established visual identity, I restructured the entire content hierarchy. I identified two primary visitor types, the skeptical new visitor who needs trust signals before they'll read anything, and the referred visitor who needs to see real people and a community they can belong to. Both were being underserved by the original page structure.
The new hierarchy leads with a clear mission statement so visitors immediately understand what Touchstone stands for. The founder's story follows was condensed to its most emotionally resonant moments, with a read-more expansion for those who want the full picture. The community photo grid moves above the fold, giving visitors real social proof before they've committed to reading anything. The brand origin video gets its own dedicated section with a clear label, so visitors choose to engage with it rather than scroll past it. The manifesto is redesigned from a cramped 6-column grid into full-width illustrated value cards they are readable and scannable on any screen size. Every decision was made within the existing brand system. No new colors, no new fonts. Just a structure that finally works for the person experiencing it.
Designed for Every Screen
Every layout and content decision was made with mobile in mind. The mission headline reads immediately on a small screen. The community grid scales without losing its impact. The manifesto cards which were previously unreadable on mobile as a 6-column grid are now stack cleanly as individual illustrated sections, each one fully legible and visually distinct. The experience holds together whether a visitor lands on desktop, tablet, or phone.
The Results
A fully restructured About Us page that guides visitors through a clearer, more human brand story. By using the same content and identity that already existed, in an order that finally serves the person reading it. Mission first. Community visible. Founder human. Values clear. The page now does what an About Us page is supposed to do and it makes a new visitor want to stay.
Skills: Information design · Content hierarchy · UX design · Responsive web design · Elementor · WordPress · Figma · Cross-functional collaboration with marketing and development teams
