Hello Sunshine
As UX Designer and Creative Director, I led the digital transformation of the Hello Sunshine website to better reflect the company’s mission to put women at the center of every story. Building on an existing work-in-progress foundation, the goal was to elevate the experience through a new visual identity, improved navigation, and more dynamic, engaging content presentation. The final result is a modern, interactive platform that communicates Hello Sunshine’s scale, energy, and impact while remaining modular for future in-house management.
Company
Hellow Sunshine
Industry
Media Entertainment
Role
Creative Direction
User Experience
OverView
Hello Sunshine, founded by Reese Witherspoon, is a media company focused on telling stories by and for women. While a partial redesign of their WordPress site had recently been completed, the client recognized that the experience fell short of their vision. The project focused on reimagining the homepage, navigation, and key brand storytelling sections—including Content, Shop, Community, and Company—to align with their visual identity and better engage their core audience of women ages 25–54. Key areas of focus included: • Creating a more energetic, modern visual tone and brand-aligned user interface. • Building flexible, scalable site architecture and content templates. • Designing for interactivity, motion, and modular storytelling. • Amplifying the impact of Hello Sunshine’s IPs, communities, and mission.
The Challenge
The initial WIP redesign lacked the vibrancy and scale expected from a modern media brand. Specific challenges included: • A static, card-heavy layout that minimized the emotional impact of Hello Sunshine’s content. • A navigation system that didn’t scale well with the company’s growing IP portfolio. • A homepage and Company section that failed to tell the brand’s story or represent its community and cultural relevance. • Limited interactivity and low visual engagement, especially on mobile. • Brand inconsistencies in copy tone, color palette, and shape language. Additionally, the team needed a site that was easy to maintain in-house while delivering a premium user experience.
The Solution
Our approach focused on strategic UX, human-centered design, and strong brand storytelling: • Reimagined Homepage: Introduced motion, scroll-based interactions, and a modular layout to showcase Hello Sunshine’s mission, content, and community at a glance. We recommended a dynamic video hero to introduce the brand in Reese’s own words. • Enhanced Navigation: Created a new visual sub-navigation for IPs, enabling users to explore brands like Reese’s Book Club, The Home Edit, and Fair Play with ease. • Content Showcase: Designed responsive content grids and hover effects that mimic streaming platforms, making the breadth and depth of Hello Sunshine’s work more accessible and compelling. • Revamped Company and Community Pages: Rewrote and redesigned key pages to be more human, mission-driven, and narrative-focused, bringing Hello Sunshine’s values and people to the forefront. • Shop Refresh: Updated the commerce experience to be more social and shoppable, integrating calls-to-action and storytelling that aligns with the brand’s mission. • Visual and Verbal Consistency: Refined typography, color palette, and shape language to better align with the brand guidelines while updating all copy to feel energetic, inclusive, and conversational.
The Result
The relaunch of the Hello Sunshine site delivered on all of the strategic goals: • Stronger Brand Alignment: The new site now reflects the vibrant, mission-driven ethos of Hello Sunshine across every touchpoint. • Improved Engagement: The use of interactivity and video drew users deeper into the brand’s content and community. • Scalable Design System: The modular architecture enables ongoing growth and in- house maintenance. • Elevated Storytelling: The site effectively showcases Hello Sunshine’s impact, from scripted series to brand collaborations and community-building efforts. • Positive Client Feedback: The final design was well received for its fresh, digital feel that maintained brand integrity and created a more immersive, user-focused experience.
