From Sterile to Soulful: A Brand Makeover for Serenity Family Homecare
When Love joined The Club, I was instantly in love with her—her name, her presence, her warmth. She is a caregiver in the truest sense of the word. A mother, grandmother, and professional who built Serenity Family Homecare around the values of dignity, empathy, and personal connection.
But her old website didn’t show any of that.
Despite investing in an expensive build, her brand felt generic and impersonal. There wasn’t a single mention of her story or a single photo of her. Instead, the site featured stock images of white men in lab coats—not exactly a reflection of a warm, Black woman-led, family-centered caregiving business based in California.
As a consultant and brand strategist, I couldn’t look away.
So we rolled up our sleeves and began a transformation—with the help of two of my favorite Toolbox partners inside The Club: brand and website designer Chelsa Robinson of Haichewka Design Services and brand photographer Jenna Salvagin of Jenna Salvagin Photography.
Step One: Owning the Brand
The first step was encouraging Love to own her brand by becoming the face of it. We scheduled one of our Club-exclusive mini branding shoots with Jenna, who captured Love in action—literally giving care—and even included her own mom as a stand-in elder for the shoot.
With those stunning new images, I wrote a Founder Feature article that finally told Love’s story in her own words—who she is, why she does what she does, and what it feels like to be in her care. You can read the full article here (and we highly recommend that every founder in The Club has one of these on hand—they are one of the most evergreen and versatile tools we offer).
Chelsa then integrated that article directly into the new website in two places:
● On the About page, where Love is finally front and center.
● In the homepage brag bar, alongside The Mamahood logo (great for SEO!).
Step Two: A Visual and UX Overhaul
Chelsa took the reins on the full rebrand. Here’s how she described the before:
“The original branding was fairly generic and sterile with outdated logo, stock photos, and harsh colors. The website had broken links, missing info, and a confusing menu. It didn’t reflect the loving, high-touch care that Love and her team actually provide.”
She rebuilt the entire site on Showit with mobile optimization in mind (crucial, as more than 60% of traffic is now mobile). Here’s what changed:
● A warm, welcoming color palette replaced the cold clinical look.
● Jenna’s custom photography and more heartfelt/original stock images.
● New copy and UX design clearly tell Love’s story, define the services, and make it effortless to reach out or schedule a consultation.
● Multiple calls to action—like “Arrange for Care” and “Learn More”—make it easy to engage.
● An ever-present contact bubble with the phone number floats on every page—making help always feel readily accessible.
● A clean, mobile-friendly design ensures the site looks beautiful on any device.
Take a look at the new Serenity Family Homecare site and how far we’ve come.
Before & After: A Peek Inside
Here’s a side-by-side glimpse of the transformation:
Before:
Outdated, impersonal, filled with sterile stock photos.
After:
A soft, modern site that finally feels like Love. 👉 Visit the live site to explore the full transformation.
Before “About” Page:
After “About” Page: IMAGE
After Services & Contact Updates:
The Power of Story, Strategy, and Visibility
This project is a perfect example of how strategy, storytelling, design, and photography come together to build trust, grow businesses, and elevate the work of founders doing meaningful things.
To recap, here’s what made this transformation powerful:
● Strategic consulting to identify what was missing and how to fix it.
● Custom branding and website design from Chelsa Robinson of Haichewka Design Services that aligned visuals with values.
● Authentic, story-driven photography by Jenna Salvagin of Jenna Salvagin Photography that brought humanity to the brand.
● A Founder Feature article (by me!) that became a high-impact marketing tool.
This is the kind of magic we make inside The Club.
If you’re a founder looking at your brand and thinking, “this just isn’t me,” we’d love to help. If you identify as a woman+, your best next step is to book a call to see if joining The Club is a fit—it's where you'll gain access to trusted resources like these, plus ongoing support, strategy, and visibility. Or if you’re ready for 1:1 consulting or need direct referrals, you can use that same link to connect with me.
Or, just get inspired—visit Serenity Family Homecare's new site here.
