With over one million unique visitors per month, Joanna Goddard’s blog, A Cup of Jo, has attracted loyal viewers and media attention with her authentic, down-to-earth voice and her fresh curatorial eye. Covering a range of topics including fashion, beauty, design, relationships, motherhood, and travel, A Cup of Jo has garnered accolades from Forbes (“Top 10 Lifestyle Websites for Women”), Babble (“50 Best Design Blogs for Moms”), and Lucky Magazine, which called it “the blog read by the entire fashion and beauty industry.”
Joanna sought a redesign that would make the site more consistent with her personal aesthetic while retaining the warmth and relatability her viewership has come to associate with the blog. Her goal was to be not only a destination for unique and engaging content but an online haven of contemporary calm and beauty as well. To achieve those aims, we focused on creating a well-crafted typographic hierarchy and instituted a palette of warm neutrals and muted pastels for an effect that’s chic and feminine but not girly or cute. The primary graphic moment on the site is reserved for the iconic header image, which reflects Joanna’s playful spirit and approachability. Additionally, we refined the user experience by introducing vertical categories in the top navigation to allow visitors to access archived content more easily—or simply peruse the latest posts.
We’re thrilled with the outcome of this redesign and we relished the opportunity to work with such a strong, beloved voice in online content.