The Challenge: Fini’s existing site didn't match the "fun and bold" energy of the app; it felt generic and failed to communicate the brand's unique personality. Since the site was already built on Squarespace, we didn't want to start from scratch or spend months on a complex custom build—we just needed to get a high-impact version up and running as quickly as possible.

The Strategy: Utilizing my familiarity with the platform, I executed a total visual and structural overhaul within our existing Squarespace setup. My goal was to push the CMS beyond its standard templates to create a high-fidelity experience that felt unique to the brand. I implemented a design system rooted in high-contrast color blocking, daring typography, and a "fun-first" aesthetic that mirrored the mobile app’s UI.

The Execution: Working within the constraints of Squarespace’s fluid engine, I redesigned the landing page from the ground up—including a revamped hero section, an interactive FAQ, and a cohesive footer. By leaning into the tools we already had, I was able to launch a bold, responsive site that successfully bridges the gap between web discovery and app download without a massive development cycle.