Rebrand and website redesign - Fireside Follow-ups x Little Bird PR
Watch:
Introducing Fireside Follow-Ups: Real Conversations About Design & Business
I'm excited to launch a new series called Fireside Follow-Ups: intimate conversations with past clients about their experiences working through major brand and web design projects.
For this launch episode, I sat down with Amy, Emelia, and Vanessa, the founding partners of Little Bird PR, a London-based PR agency specialising in beauty, wellness, and lifestyle. We talked about their journey from having a basic website that "just needed to exist" to creating a digital home they're genuinely proud to share.
You can watch (above), listen (below) or read (further down the page).
Listen:
What we covered
This conversation goes beyond before-and-after reveals. We discussed:
Knowing when it's time for a redesign. That feeling when your website no longer matches where your business actually is
The decision-making process for hiring a designer, including what to look for and what to avoid
The value of collaboration. How working with someone who understands the founder journey makes all the difference
Practical shifts in how they use their website now, from client presentations to business development
Real results, including new client inquiries just weeks after launch
The real talk
What I love most about this conversation is the honesty. The Little Bird team talks about being "quite particular" (their words!), having ideas that were "a little bit off the wall," and visiting their site "probably about 700 times" before launch. This is the real experience of going through a rebrand: the excitement, the investment, and ultimately, that pride in having something that truly represents your work.
Watch the full conversation to hear their advice for other service-based businesses considering a redesign, and why picking the right partner matters more than anything else.
This project became the foundation for my first Squarespace template, created to help other service-led businesses achieve that same sense of pride in their digital presence.
Read:
(0:07) Hi guys, this is Fireside Follow-Ups and this month we have Amy, Amelia and Vanessa from Little Bird PR.
(0:16) We're going to be talking about tips for if you're looking to hire a designer, if you are a designer, there might be something interesting in here for you about processes, how you approach a project, things like that.
(0:28) This is a new series and I hope you guys enjoy. Thanks for watching.
(0:32) So yeah, thank you for doing this with me, you guys. Could you please introduce yourself to kick off and just tell me a little bit about Little Bird PR.
(0:40) So we are Amy, Emelia and Vanessa and we are the founding partners of Little Bird PR, which is a PR agency based in London.
(0:53) We specialise in beauty, wellness and lifestyle and we cover all areas of PR, whether that's consumer, social, seeding, crisis homes, so we do a little bit of everything. Yeah, that's it.
(1:09) Yeah, nice. And before we started collaborating, before we worked together, what was your website like?
(1:16) It was probably a basic website. I think when we first launched the company, we just needed somewhere for people to find us and like refer to if we were networking or clients were searching us.
(1:30) We had really good SEO, but the website wasn't really like, I suppose like it aged and as we matured as an agency and as we expanded our offering, it just didn't match.
(1:44) It just got to a place where we weren't matching what the output was and we felt like we needed, you know, it's a digital home in one place where it's like, that's where people find us.
(1:53) We wanted somewhere where when they landed, it was like a lovely showcase of the work that we do every day.
(1:59) So does it, it sounds to me like the main frustration was that it wasn't really representing like where you guys were at in your business.
(2:06) I think we, you know, we're coming up to three years old in a few months and when we first started there was thought behind our branding and colourways and things, but not to the level we now needed.
(2:22) But it felt like us of the time as well, like it didn't, it was still, it felt like us, it felt like we identified with it, but it was almost like time had passed and every time we were like, well, we, you know, we've grown so much and we now do some, you know, offer such different things and we just outgrew it.
(2:40) So we needed a nice refreshment, a nice mature sort of land.
(2:45) Yeah. Amazing. And was there like a specific point, something that happened maybe, I don't know, where you felt a bit off about sharing it with somebody or maybe there was something else. Was there like a specific moment where you were like, okay, we really need to tackle this and redesign it?
(3:01) Or was it something that evolved over time?
(3:03) I think it had been on our to-do list for a while. I don't think we necessarily had the matching capacity.
(3:10) And then Amelia came on board in January and we thought that was a really nice time just to update, look at the logo, the branding, the way we talked about ourselves, our offering.
(3:21) So that felt like a good time to almost draw a line under how we looked before and then go into this new, more grown up, I guess, branding.
(3:34) So, yeah, made sense time wise.
(3:36) Yeah. Yeah, that makes a lot of sense.
(3:39) And what made you decide to work with me on the project? Because obviously you put a call out on LinkedIn and then there was quite a lot of buzz around it.
(3:47) So like, what was your decision making process in hiring somebody?
(3:51) Yeah, I think we put the call out on LinkedIn. I've always found that to be useful, like from a networking perspective of sort of reaching out to wider network recommendations and things like that.
(4:01) But that's usually specifically to like a field that we're in where it's like, well, this was something that we know, we're not web designers, it's not our background.
(4:09) So it went far and wide. And I think it was a learning of once it went out there of what we actually what came back was like, that's what we don't want.
(4:20) So we were able to kind of, you know, scope it a little bit more in detail and work out kind of actually we want someone or an agency of some kind on similar par to us as an agency, because we felt like that would really resonate.
(4:35) And ultimately, we wanted somebody to be extremely collaborative and allow us the creative freedom because, yes, we are not designers, but we know our creative.
(4:44) We know it's, you know, we're creatives at heart. So we know how we want to look and feel.
(4:48) And I think going to like a large agency that might not understand our industry or might not understand what our offering is, it might not have translated very well was my initial thought.
(4:59) So when, you know, we discovered you and we saw your previous work and we saw your background in history, we thought that would be a nice pairing.
(5:09) It was actually Amy that spotted you through the noise.
(5:13) Yeah. And also you're a female founded company like we are. So that resonated with us for sure.
(5:21) Yeah, I think that made the whole collaboration really like kind of easy and just…
(5:26) Well, I think we both understand where we're coming from in ways of, you know, trying to cut through the noise of your own industry and get your brand name out there.
(5:36) I think we both feel that. And I think that's why it works so well. And the proof is in the result.
(5:41) Yeah. Yeah. I love working with founders for that reason, because it's like I'm in the same boat. Right. And we're all just trying to represent.
(5:50) Right. And so were there any like tangible outcomes or things that you wanted the new brand and the new website to achieve?
(5:58) I think the main thing for us was stylistically to feel like us. So the old website, as Vanessa said, when we created that, that felt right at the time. But we felt like we had grown as an agency, we had grown in terms of our offering and we wanted that to be translated.
(6:17) So, as I said before, like feeling more grown up, feeling more professional and then reflecting the size of the business now versus where it was three years ago.
(6:25) So it is that external look and feel of the business to people who are visiting the website for the first time and probably have never heard of us.
(6:34) And I think also bringing in a more dynamic experience. That was something that we really wanted to almost step up the game and have something that you landed on it that it caught attention and it was engaging and it was interesting and sticky.
(6:48) And you really wanted to go through the journey of the website and stay there and learn more about us. I think the dynamic element was something that we were from the beginning very interested in.
(6:58) And actually, as we went through the process with you, we discovered so many things through you that allowed us to make it even more dynamic than what we had even originally imagined. So it was it was a great process, but that was definitely one of the things that we discussed and was an important point for us.
(7:14) Yeah, definitely. And that was one of my favourite things about it. Like it was quite collaborative, wasn't it? And you guys really pushing to like level up again and again. So I really enjoyed that, like collaborative, like nature projects.
(7:27) And then we pushed the boundaries on things. And I think you allowed us to be able to have that flex and that creative flex to be able to, you know, just be like, because again, we don't know what it is. We're like, we're not actually sure what it is, but something like that.
(7:44) And then you're like, what about this idea or that idea? And that's where we would have heavily obviously relied on you. And we just had this sort of, I mean, we had more ideas that we kind of told ourselves not to keep going.
(7:58) Yeah. Some of them were a little bit off the wall, some fabric.
(8:01) It sounds like there were maybe parts of the process where you like you learn something about, you know, this this world and how to best present yourselves online.
(8:11) Were there any like specifics that stuck in your mind about like things you learned or things that evolved as the process went on?
(8:18) In my head, I thought we were going to get a really lovely website that was better than what we'd had before.
(8:25) But I was so proud and happy with the final look and feel with the moving imagery, with all the video and the images.
(8:35) And they were all content that we owned. So we didn't have to use any stock imagery.
(8:40) It was all our work. And it just felt really exciting.
(8:45) And I was saying to the girls, I was looking at it like five times a day before it launched because I just love it so much. So it just was so much better than I thought it was going to be.
(8:57) Oh, that's so nice to hear.
(9:00) We also spent quite a lot of time thinking about like the structure and the user experience and those like very practical kind of dry elements, if you like, that really create the underlying elements of a good experience.
(9:15) Is there anything there that shifted the approach? You know, did that change how we approach things in any way?
(9:22) Yeah, for sure. I think, you know, we came in with an end goal of actually what what do we want people to do once they land on the website?
(9:30) And it's essentially to get in touch with us and to engage with us and to enquire.
(9:34) And I think that was the main sort of objective and target to hit.
(9:39) And it was like, OK, well, how do they get there?
(9:41) So we wanted to make sure that there were various ways of contact and that there were, you know, for those people that just like to jump onto websites, skim it quickly and, you know, move straight into the contacts page, but also to be able to appeal to the person that really likes to look through everything and really, you know, take time to to see what we're about and read everything.
(10:01) So it's kind of like those two different personalities or, you know, I'm sure it goes further, but for those two personalities that would eventually land with us, you know, how could we entice them to hit that click button to get in touch?
(10:15) It made us go back and look at the work and think about how to present it. So now I think we're we're using the website in a very different way than before.
(10:26) So now, of course, it's beautiful and it's there for anyone who lands on it.
(10:29) But we're actively referring people to it, to the case studies where we have data and we have examples of the work.
(10:35) And before we didn't really have that.
(10:37) We had it kind of piecemeal and in camera decks or what I'm PDFs.
(10:41) And now it houses everything.
(10:43) And we use it in a very different way.
(10:45) It's a it's a completely different experience for us.
(10:48) And it actually makes, I think, our lives a lot easier because everything is there and it's housed in a way that we're proud to showcase and to send to people, whether we're looking for new business or whether, you know, we're we're kind of showing our work to an existing client, whatever it might be.
(11:03) So the that journey for us is also very different than it used to be in an extremely positive way.
(11:09) Yeah. It sounds like it's had wider shifts in in how you approach elements of your business, you know, further and wider than just having this aesthetically refreshed home.
(11:21) Yeah. And I think it's always going to be evolving.
(11:24) Like I don't think how it is today is going to be how it is this time next year. I think we will add things to it. I think we will have a refresh here and there.
(11:32) But I think that the space that it is at now will like will allow for those adjustments. It won't need to be another like completely do.
(11:42) And I think it's just something we build on rather and adjust slightly rather than have to redo every, you know, every few years.
(11:50) And we're very proud of the look and feel. We're proud to send people there. We're proud that people can't touch.
(11:57) So it is a nice it's also a nice memory of the last three years of of the hard work that you put into the brand and all the work that you've done and the people that come through with us and I think it's nice to be able to look back on it. It's almost a bit of a nice nostalgic piece.
(12:13) And how did you guys feel when you knew that we'd landed on the final kind of iteration, you know, when you looked at the final site for the first time and and realised, OK, this is how it's going to be. We're going to go live with this.
(12:25) Well, I think we visited, as Amy said, probably about 700 times now.
(12:30) Honestly, it's so exciting. I think you see it. You see it when it's not quite live and you're getting there.
(12:35) And step by step, the little tiny details, the last I mean, you see you're anywhere.
(12:40) All those tiny little fixes and, you know, making sure it's perfect. And to get to a point where we're like we all the three of us who can be quite exacting in our different ways kind of said, yeah, this is this is great.
(12:52) It's done. It's live.
(12:53) And then being able to share it with everyone, friends, family and everyone, it was a really big moment.And I think for me coming in as, you know, new as well, it was kind of a moment of solidifying our partnership, of really engaging with my network as well to to shout about the business, about about the change for me.
(13:12) So from a personal perspective, it was it was you know, it was a very exciting time. And it was I'm still in it. You know, we're only what, like a month in or something, not even.
(13:22) So we're still pushing it hard.
(13:24) And I saw people every day messaging saying that, you know, how exciting it is and how great it looks. So we're still we're still in the depths of kind of showing it to everyone and showcasing.
(13:36) And we have had new clients reach out and say we saw your website and we wanted to get in touch. So it is a good testament.
(13:42) Yeah. Amazing. Just a few weeks in and you're already seeing results.
(13:45) That's brilliant. As you guys know, this was like a real collaboration and this project will become the kind of foundation building blocks of my first Squarespace template that I'm launching.
(13:55) So what was it like for you guys knowing that our collaboration and your site would be an influence on, you know, something other businesses can use and benefit from?
(14:05) We love collaborating, as Amy said. I think the mere fact of of doing it with somebody that, you know, like you, that we get along with, that we we understand your way of working.
(14:15) I think just that mere fact is is it is a great foundation. And the fact that it can be used beyond beyond us is always a wonderful thing.
(14:23) So it's it feels good to be a part of something bigger than, I suppose, just our website and knowing that hopefully it can it can support creators beyond just us.
(14:32) I think we hope that it's it resonates to people and that they find their version of it helpful to them as much as we found it to us. And that's all really helpful.
(14:41) Is there any advice you guys would give to other service led businesses when they're approaching a web design project?
(14:47) I think just pick the right person.
(14:50) So for us, we just found you so easy to work with, so calming, so accommodating.
(14:58) As Amelia said, I know that we are quite particular and there is never a point where you push back. And so I feel like the the result is testament to our work and relationship with you.
(15:10) We felt like we were in safe hands. So, yeah, it really helped the process because, you know, it's an investment.
(15:16) It's it's a lot for a small business to take on. And it's not necessary when you have a website.
(15:21) But I suppose if you get to the point of you're like, no, I feel like this will really move the needles for me.I feel like this will really benefit whatever, you know, the core businesses. But it is important and to be in those safe hands that that understands.
(15:36) And hopefully we've kind of done some of the hard work of the creative.It's our industry, but hopefully somebody benefits.
(15:43) Oh, you guys, I'm so glad to hear.
(15:46) And are there any last words, like anything you would say to someone who's considering going all in on a redesign or something like that?
(15:53) Not necessarily with me, but just, you know, it's a really big investment for your business. Right. And it takes a lot of consideration and yeah, knowing when it's the right moment and that sort of thing.
(16:03) Do you have any any other thoughts or anything you'd like to say about that?
(16:07) I think for me, it's again, I've already alluded to, but it's that sense of feeling really proud of what we've achieved.
(16:16) How it translates into a website and how other people view us.
(16:20) So if you're looking at your website at the moment and you're a bit like, oh, I don't know, do I actually really want to direct someone?
(16:27) I think that's when you know that it's time for a refresh and things have changed, of course, because especially with new businesses, things change all the time and just you want something that reflects that.
(16:37) But ultimately something you are really proud to share.
(16:40) Oh, that's perfect.
(16:41) Thank you so much, guys.
(16:43) I'll wrap it up there.