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Brand clarity & SEO web redevelopment for Caitlin Whyte, podcast producer

Scope

Caitlin Whyte brand guidelines, designed to feel confident, playful, and unmistakably human.

A clear, practical brand system, from logo to visual language.

An identity built around accessibility, joy, and impact.

The logo system sets the tone: bold, friendly, and flexible across contexts.

Logo variations designed to work across platforms, backgrounds, and moods.

Been thinking of getting a new visual brand identity? Let’s chat →

Caitlin came to me with a Wix site, an outdated logo, and no defined color palette or typography system. Her business relied heavily on referrals and personal relationships, which meant her work largely spoke for itself only once she was already in the room. But there was no clear brand or website structure doing that work ahead of time.

The scope focused on creating a complete brand foundation —including brand messaging, visual identity, and a new website — to translate her voice, values, and way of working into a clear, cohesive system. The goal was to move beyond “vibes” and referrals by giving her a site that could communicate her value, position her services, and support her business as it grows.

Core deliverables and scope

Brand messaging

Clarified Caitlin’s positioning as a podcast producer and strategic partner, not just an editor.
Defined tone, values, and language to reflect her fun, human, but professional way of working.
Structured messaging to set expectations and pre-qualify potential clients before a discovery call.
Created a messaging foundation she can reuse across her website, pitches, and future content.

The Brand Voice Guide for Caitlin Whyte was developed in Q4 2025, consisting of 20+ pages. It provided the foundation for the next steps of the rebrand: visual identity, copywriting, and web development. Thinking about developing your own Brand Voice Guide? All you have to do is reach out.

Visual identity

Refreshed an outdated logo and built a cohesive visual system around it.
Defined a complete color palette and typography system for consistent use.
Established visual rules that balance structure with personality.
Designed the identity to scale without requiring a designer for every update.

Website development

Rebuilt the site in WordPress to replace a limiting Wix setup.
Designed and developed core pages including home, services, about, portfolio, and contact.
Structured services and FAQs to educate visitors and reduce back-and-forth during discovery.
Implemented a flexible CMS so Caitlin can confidently update content herself.
Handled launch readiness, performance basics, SEO foundations, and client handover.

Explore the demo site!

Tools and tech stack

Platform: WordPress (custom setup to replace Wix)
Theme: lightweight, performance-focused WordPress theme (GeneratePress / Astra / Kadence)
CMS structure: Custom post types and Advanced Custom Fields (ACF) for portfolio management
SEO: SEOPress for metadata, schema, and sitemap management
Performance: LiteSpeed Cache for caching and performance optimization
Security: Two-factor authentication and basic hardening via hosting and WordPress
Analytics: Google Analytics and Google Search Console

Solution

The solution for Caitlin’s brand was to build a connected system where brand messaging, visual identity, and SEO foundations all reinforce each other. Without clear messaging and positioning, even a well-designed site struggles to communicate value. Without a cohesive visual identity, that message lacks consistency and trust. And without SEO considerations baked in from the start, the site has limited potential to support long-term growth.

By starting with brand clarity and messaging, we defined how Caitlin talks about her work, what she offers, and who it’s for. That clarity informed the visual identity, ensuring the look and feel supported her personality while still feeling professional and credible. Both layers were then carried through into the website’s structure, content hierarchy, and page layouts, allowing the site to guide visitors clearly and intuitively.

The result is a website where strategy, design, and SEO are not separate steps, but part of the same process. The site communicates Caitlin’s value quickly, sets expectations before a conversation begins, and is built on a technical foundation that supports discoverability, usability, and future expansion, all without adding unnecessary complexity.

Testimonials

Caitlin Whyte 🔗

Podcast producer based in the United States of America

“I worked with Rocio to overhaul my entire podcast editing business branding, SEO & website. They made the process seamless, warm and welcoming. We did some real deep diving into my business, its purpose and what I mean when I say I edit podcasts.

Rocio is incredibly knowledgeable, patient and kind in their work & processes. Spending good money on my business was a big deal for me, but I knew I could trust Rocio to do the job and create final products that made me confident to show of my own work, and really felt like me. A wonderful experience all around!”