Oct 2, 2025
When Dr. Jennifer Fraser prepared to release her latest book, The Gaslit Brain, she wanted her digital presence to reflect the same powerful message.
When Dr. Jennifer Fraser prepared to release her latest book, The Gaslit Brain, she wanted her digital presence to reflect the same powerful message. The challenge? Deliver a website refresh that updated the look and feel of her existing site, without changing her established logo (her name) or typography. Our task was to bring the book’s bold colour palette, emotional resonance, and expanded content into her website design.
The Challenge
Preserve existing brand equity: The logo (her name) and fonts.
Create a fresh direction: The new book introduced a striking colour palette, bold reds, neutrals, and dark contrasts, symbolizing both urgency and hope.
Build consistency across platforms: The author needed her website, book cover, speaking engagements, and media presence to tell one cohesive story.
This is a common scenario in a website refresh: balancing what readers already recognize with the need to evolve visually for a new launch.
Our Approach
Navigation Updates:
We streamlined navigation to prioritize Jennifer’s work as an author and thought leader. The Books menu became a drop-down linking to four distinct book pages (The Gaslit Brain, The Bullied Brain, Teaching Bullies, Be a Good Soldier, and Rite of Passage). Each title now has its own dedicated page with fresh descriptions.
Homepage Enhancements:
Incorporated stronger images and copy to engage the audience and build Jennifer’s authority and expertise.
Featured Content Sections
Built out more articles and podcasts, including media appearances, to create credibility while cross-linking them for a better user experience and site participation.
Footer & Contact Updates
Updated the content to ensure a seamless experience with no broken links and, most importantly, added a Newsletter sign-up page to build her database.
About & Projects Pages
Refreshed her photo and personal story, alongside creating a Projects page to highlight Jennifer’s global collaborations to position her as a thought leader with influence beyond her books.
Before vs After: A True Website Refresh for Authors
Before: muted tones, less visual emphasis on content, outdated links.
After: bold palette inspired by The Gaslit Brain, improved navigation, expanded content sections, and stronger calls to action.
This demonstrates how a website refresh for authors can amplify a book launch without requiring a total rebrand.
The Results
Brand alignment: Jennifer’s website now mirrors the urgency and strength of her new book.
Cohesion: Readers moving from The Gaslit Brain to the website to speaking engagements experience a seamless, consistent story.
Visibility: The refresh provided a reason to reintroduce the site via social media, Substack, and newsletters.
What was the experience like for Jennifer as the client? (in her words!)
In a word, fabulous. In the world of a consultant, presenter, researcher, and author, I’m deeply committed to the work I do, but not adept at how I present it to the world.
Clever Marketers has been a vitally important partner in my business as they showcase what I do in such a manner that it’s easy to absorb, looks professional but also personal, and captures my essence, which sets me apart from a gazillion others. I needed design advice and was provided with options. I felt comfortable sharing my ideas because nothing was too much trouble or impossible to accomplish.
As we got down to a high-pressure deadline, I was exchanging text messages in a flurry, and instead of coming up against frustration, Clever Marketers shared my excitement with enthusiasm and dedication to getting the job done! The website wasn’t updated; it was fully revamped, and I am beyond thrilled at how it looks and how it communicates.
The experience was invigorating, not stressful. I cannot thank Clever Marketers enough.
Lessons Learned
A full rebrand isn’t always necessary. Sometimes, a website refresh focused on colours, layout, and content updates delivers maximum impact.
Aligning a website with a major milestone like a book launch multiplies visibility and credibility.
Small but strategic changes, like adding Substack, newsletter sign-up, and featured podcasts, elevate a website's authority.
Looking to refresh your brand without starting from scratch?
At Clever Marketers, we specialize in website refreshes, entrepreneurs and educators who want their digital presence to align with their next big milestone. Get in touch with us.