When I started Declet Designs, I dreamed of working with clients who were doing meaningful, human-centered work—and who truly cared about the kind of impact their online presence could have.
In 2022, one of my very first full brand and website projects landed in my inbox from Samantha Lewandowski, a dietitian specializing in eating disorders. She was launching Big Picture Nutrition with a mission that immediately hit home:
“To support and empower individuals in healing their relationship with food and body in order to live a meaningful life.”
Fast forward to today, June 2025, and not only is Samantha’s site still going strong, but I’m still lucky enough to work with her for ongoing support and care plan updates. It’s one of those client partnerships that reminds me why I do this work.
So today, I’m pulling back the curtain to walk you through what went into building her brand and website, the choices we made, the values that guided us—and why this is still one of my favorite collaborations to date.
From the very first intake form, Samantha made it clear that this wasn’t just a business name—it was a philosophy.
“The meaning comes from the desire to help clients zoom out, see themselves fully, and avoid getting lost in the details… I hope it encompasses the idea of seeing the fullness of life and our potential.”
Our job wasn’t just to build a website. It was to visually and emotionally capture that.
Something warm, grounded, and expansive. Something that said “you’re safe here” without needing to say it directly.
Samantha’s brand values—hope, compassion, integrity, and direct communication—gave us a clear North Star.
We knew we wanted to avoid:
Instead, we leaned into:
She loved hand-drawn typography, so we worked with a script-inspired wordmark that gave her brand personality without sacrificing readability.
When Samantha and I first met, she had been updating her previous site on her own—and like so many RDs, it was functional but not quite her.
“My website was working… but it wasn’t as professional as it could be.”
Her #1 goal? Get a site that made her proud, reflected her niche, and could gently filter out the clients who weren’t a good fit—like those still seeking weight loss diets or meal plans.
We built her site on WordPress. I set up custom forms, SEO-friendly structure, and intentional messaging to:
Samantha’s copy reflected her experience as both a clinician and a deeply empathetic human. She wasn’t interested in hype or fluff—just clarity and connection.
On her services page, we focused on this message:
“A peaceful relationship with food is possible, and a big picture perspective can help get you there.”
We tackled common pain points like:
And we made sure her copy answered those questions directly, with plenty of warmth and a touch of gentle humor—true to her brand’s personality.
Here are a few things that made this project extra special:
Alignment from the start
Samantha knew she wanted to work with someone who got weight-inclusive care. She’d seen too many marketing pros miss the point. In her words:
“I was wasting a lot of time communicating with clients who wanted weight loss… I wanted my website to help screen that out.”
A collaborative feedback loop
Samantha was honest when something didn’t feel right. The first round of logo ideas didn’t hit the mark—and that was so helpful. She gave detailed feedback, and we worked together until the final version was exactly right.
“I reminded myself these aren’t the only options. I provided feedback, and we kept tweaking it. And I’m still so in love with my brand!”
A streamlined process
Even though the project required lots of input from her, we kept the tech burden low. I took care of all the WordPress intricacies, making sure she didn’t have to Google her way through DIY chaos.
“I spent minimal time trying to learn WordPress and quickly decided this was not something I wanted to become proficient in, and would rather hand that off to someone else.”
Since launch, Samantha has continued to receive compliments on her website and remains booked.
She’s also shared that her website’s clarity has led to increased media features and professional opportunities.
Even though her site launched in 2022, I still provide regular support and updates as part of her care plan. Whether it’s refreshing content, updating plugins, or making little aesthetic tweaks, I love knowing that her site is a living, evolving part of her business—not something collecting dust.
These long-term relationships are what I care about most in my work. When I think about the kind of business I want to run, it’s not just a revolving door of launch-and-leave projects.
It’s a digital home that grows with someone’s vision. And it’s the trust that gets built when someone knows you’ve got their back—3 years later, and counting.
Samantha, if you’re reading this: thank you.
Thank you for trusting me with your vision before I had a full portfolio. Thank you for being clear, kind, and collaborative. Thank you for doing work that matters so much in the world.
It’s clients like you who remind me this is about so much more than design. It’s about supporting the people who support others.
If you’re a dietitian, therapist, or private practice owner looking for that kind of partnership—one rooted in clarity, strategy, and yes, a little wit—I’d love to be your person.
Want to see the full site?
Visit bigpicturerd.com
Or head over to my portfolio to see more weight-inclusive sites in action.
Courtney Vickery, MS, RD, LD is a marketing and wellness strategist with 15+ years of experience in WordPress web design, workflow optimization, and client experience strategy.
She has served in leadership roles as a Director of Corporate Health Services, Group Fitness Program Manager, and Lead Wellness Dietitian, and built her own private practice, Vickery Wellness.
Courtney also has an extensive academic background. At the University of Georgia, she taught undergraduate nutrition courses, served as Interim Director of the Dietetic Internship, and continues to teach as needed.
She is a proud UGA alum, holding:
MS/DI in Foods & Nutrition
BS in Dietetics
BA in Political Science
With her unique blend of academic expertise, leadership experience, and design-driven strategy, Courtney helps professionals and organizations improve their systems, websites, and client experiences with clarity and confidence.
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