Dr. Jessica Metcalfe

Brand identity and four websites · 2026

01

Simplify everything

Jess is a dentist, an international speaker and the author of Speak Kindly, You’re Listening. Her brief was short: who she is, what she speaks on, resources, a speaker packet and a way to book her. Behind it sat four properties built at different times, in three different looks.

She had no time to learn new software and had paid for big brand setups before. So the job was to make it smaller: one brand, sites she owns outright, and as little as possible for her to run.

  • drjessicametcalfe.comHer speaking site, on Kajabi
  • skyl.caThe workshop business, also on Kajabi
  • speakkindlyyourelistening.comThe book’s domain, which only redirected
  • hermouthphilosophy.comOne landing page on Kit
Role
Brand identity, web design and build, migration
Scope
A monogram and three sub-brand marks, four websites, the Kajabi archive and exit
When
October 2026

02

One family, four sites

We settled the shape on our first call. drjessicametcalfe.com is the home base, with the book, HerMouth Philosophy and SKYL all within one scroll of the top. Each keeps its own domain, so she can send marketing straight to it.

They share one system: Cormorant Garamond for headlines, with an italic turn in each, Mulish for reading, and coral for every button. Each site leads with one colour of its own: teal for her, harbour blue for the book and the workshops, mulberry for HerMouth.

  • The home base
  • The book
  • Women’s oral health
  • Workshops for teams
  • drjessicametcalfe.com, the home base
  • speakkindlyyourelistening.com, the book
  • hermouthphilosophy.com, women’s oral health
  • skyl.ca, workshops for teams

03

Written by hand

Her mark is a monogram: a large swooping J, a small e and a capital M. Read together the middle says “gem”, which was her idea. It stays quiet enough to sit beside HerMouth without taking it over.

The sub-brands are brush-pen marks, so the family reads like one person’s handwriting. Each was drawn first with Figma’s image models, then traced to vector and finished by hand: one SKYL mark for the book and the workshops, and a long-tailed Hmp for HerMouth.

  • JeM, her monogramJeM, her monogram
  • SKYL, the bookSKYL, the book
  • Hmp, HerMouth PhilosophyHmp, HerMouth Philosophy
  • SKYL, the workshopsSKYL, the workshops

04

The home base

The home base is written for the people who book her: event organizers. The lectures are cut to the five in her 2026 speaker packet, each with its format, audience and suggested CE codes. The speaker packet page has her bio, titles to use and approved photos to download. Every page ends in the same place: book Jessica.

  • Lectures: five programs, each with format, audience and CE codes
  • Speaker packet: bio, titles and approved photos for organizers
  • About: her story, in her own words

05

HerMouth Philosophy

HerMouth is her newest work: what hormones do to the mouth through pregnancy, perimenopause, menopause and beyond, in plain language. It was one landing page. Now it is a site of its own in mulberry, with a free perimenopause guide that grows her list in Kit, and a library for the guides she sells.

The home page and the library, where each guide is free or bought through her own checkout.

06

Nothing to log in to

Kajabi is built for selling courses, and she wasn’t selling any. Before anything moved, I archived every public page and file, so nothing would be lost. Then the sites were rebuilt as plain static pages on hosting she owns: fast, nearly free to run, with no dashboard to learn.

The one tool left is Kit, which she already used, for her list and her guides. Her next lecture page gets built the same way, by me, instead of in a platform.

Public pages archived
129
Files kept
533
Tools left for her to run
1