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Rebranding and Website Transformation for Reroot Nutrition

  • Courtney Vickery, MS, RD, LD
  • August 29th, 2024
  • Last updated August 19, 2024

Alright, let’s dive into the story of how we took Reroot Nutrition from “meh” to “whoa!” by giving their brand a serious facelift and upgrading their website. If you’re in the business of making people feel good about what they eat, you should probably have a brand and website that make people feel good about your business, right? That’s where we came in.

Table of Contents

Toggle
  • The Backstory
  • Branding: From Bland to Bold
    • Color Palette
    • Logo Redesign
    • Fonts and Typography
    • Brand Messaging
  • Website Overhaul: From Chaos to Clarity
    • User Experience (UX) Design
    • Visual Design
    • Content Strategy
    • Calls to Action (CTAs)
    • Accessibility
    • SEO Optimization
  • The Results
  • Final Thoughts

The Backstory

Reroot Nutrition was all about helping people reconnect with their bodies and learn how to eat in a way that nourishes rather than punishes. The problem? Their brand and website didn’t exactly scream, “Hey, we’re here to help you love food again!” It was more like, “Yeah, we do nutrition stuff.” Not exactly the vibe they were going for.

When Katherine from Reroot Nutrition reached out to us, she knew she needed a change. She had the expertise, the passion, and the mission, but they needed a brand and a website that reflected all of that. Their old site was generic and didn’t really convey the warmth and approachability that is central to their work.

Enter our team, ready to whip things into shape.

katherine sweetman brand website
katherine sweetman brand website
katherine sweetman brand website
katherine sweetman brand website
katherine sweetman dietitian branding 3
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katherine sweetman dietitian branding

Branding: From Bland to Bold

First things first, we had to tackle the branding. Reroot Nutrition needed something that felt fresh, approachable, and professional without being too clinical or cold. We wanted to communicate that this is a place where clients can feel supported and empowered, not judged.

Color Palette

The old color palette was pretty neutral. We decided to introduce a color scheme that was both calming and energizing—think deep greens mixed with warm, inviting tones like a soft orange and terracotta. These colors evoke nature (which ties into the whole “reconnecting with your body” thing) while also making the brand feel approachable and friendly.

Why does this matter? Well, just like you wouldn’t wear a blue bathing suit if you want to be seen in the ocean, you don’t want your brand to blend into the background. Visibility and contrast matter for accessibility.

Logo Redesign

The original logo? Let’s just say it wasn’t doing them any favors. We went with something more modern and clean, yet still organic-looking.

Think of it as the equivalent of upgrading from a 1995 Honda Civic to a brand-new car—same function, way more style. The new logo needed to be versatile, working just as well on a business card as it does on a website banner.

And of course, it had to be memorable. You know, the kind of logo that sticks with you like that catchy song you can’t get out of your head.

Fonts and Typography

Next up, typography.

The fonts used before were inconsistent and didn’t really reflect the personality of Reroot Nutrition.

We selected fonts that were clean and modern, but with a little bit of character—just like Reroot Nutrition itself. We opted for a primary font that was professional but still added a bit of flair for headings and callouts, with a secondary font that was simple and easy to read.

Brand Messaging

Messaging was a key part of this rebrand. We worked with Reroot Nutrition to refine their voice.

Katherine wanted to be seen as an expert, but also as approachable and empathetic. This wasn’t a place for diet culture or shame-based messaging. We crafted a tone that was friendly, supportive, and above all, real. Because at the end of the day, authenticity is what builds trust.

Website Overhaul: From Chaos to Clarity

Once we had the brand nailed down, it was time to tackle the website. Oh boy, where do we start?

User Experience (UX) Design

The old website, while appearing simple on the front end, was like trying to find your way through a corn maze in the dark. Sure, you might eventually get to where you want to go, but it’s going to take a while, and you’re probably going to get frustrated along the way.

We streamlined the navigation, making it super easy for users to find what they need. Whether someone was looking to book a consultation, read the latest blog post, or learn more about Reroot’s services, it was now all just a click away.

We also made sure the site was fully responsive, so it looked great and worked perfectly on any device.

Visual Design

With the new branding in place, we overhauled the visual design of the website. We used the new color palette and typography to create a cohesive look that was both modern and inviting.

The design elements were clean and uncluttered, allowing the content to shine without overwhelming the user. The visuals now reinforced the idea that Reroot Nutrition is a welcoming place for people to come and learn how to nourish their bodies without the stress and guilt often associated with food.

Content Strategy

The content on the old site wasn’t exactly clear. There were long blocks of text that nobody had the time or energy to read, and important information was buried where no one could find it. We worked with Reroot to streamline their content, making sure it was clear, concise, and engaging.

One of the biggest changes we made was to the service pages. Previously, these pages were filled with jargon and technical terms that could be intimidating to potential clients – a common mistake we see with clinicianse. We rewrote them to be more conversational and focused on the benefits to the client rather than the nitty-gritty details of the services themselves.

We also added more visuals to break up the text and make the pages more engaging. Because let’s be honest, nobody wants to read a wall of text.

Calls to Action (CTAs)

The CTAs on the old site were…well, let’s just say they were hiding in plain sight.

We brought them front and center, making it super easy for users to take the next step—whether that’s booking a consultation, signing up for the newsletter, or downloading a free resource.

We made sure that every page had a clear and compelling CTA so that visitors always knew what to do next.

Accessibility

Remember that bit about the bathing suits and website contrast?

Accessibility was a huge focus for us. We ensured that the website was fully accessible, with high-contrast text, alt tags for images, and easy navigation.

No one should have to struggle to use a website, especially one that’s all about making life easier for its users.

SEO Optimization

Of course, what’s the point of a beautiful website if no one can find it?

We optimized the site for search engines, making sure that it would rank well for relevant keywords. This involved everything from meta descriptions and title tags to keyword-rich content and alt text for images. Reroot Nutrition now has a site that not only looks good but also performs well in search results.

The Results

So, what happened after we worked our magic?

Reroot Nutrition was able to get more clients and conversions. Clients started booking consultations directly through the site, and the feedback from users was positive. They loved the new look and feel of the brand, and they found the website much easier to navigate and use.

But beyond the numbers, what really mattered was that Reroot Nutrition finally had a brand and website that truly reflected who they are. They could confidently direct potential clients to their site, knowing that it would leave a lasting impression—just like their services do.

Final Thoughts

At the end of the day, this project was about more than just a new logo or a prettier website. It was about helping Reroot Nutrition tell their story in a way that resonates with their audience. It was about creating a brand and a digital presence that supports their mission of helping people reconnect with their bodies and build a healthier relationship with food.

If you’re thinking about rebranding or revamping your website, take a cue from Reroot Nutrition. Don’t settle for “good enough.” Your brand and your website are often the first impression you make on potential clients, so make sure it’s a good one.

We’ve got your back, and we’ll make sure your site is working as hard as you are.

courtney vickery declet designs
Courtney Vickery, MS, RD, LD CEO

Courtney has 15+ years of experience putting together and designing marketing materials, WordPress websites, customer experiences, and workflows that help you save time and money. She developed these skills during her years as a Director of Corporate Health Services, Group Fitness Program Manager, Lead Wellness Dietitian, fitness and yoga instructor, and her own nutrition private practice, Vickery Wellness.

She also taught undergraduate courses at the University of Georgia where she graduated with the following degrees:

  • MS/DI Foods & Nutrition
  • BS Dietetics
  • BA Political Science
courtney vickery declet designs

Hi, I'm Courtney

Dietitian turned web designer who helps private practice dietitians create websites that actually convert (without the tech headaches).

When I'm not building sites, you'll find me reading fantasy novels with a giant mug of tea and my dog Oliver at my feet.
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