Cat Halek is a certified lactation consultant and infant sleep coach with a clear, human voice and a deep well of expertise. She had recently relocated and couldn't rely on referrals the way she once had. Her website needed to do the work of a warm introduction to a cold audience. Purple Donut Studios built her one.
The brief started small. Cat's old Squarespace site had some functional issues and she wanted help getting it back on track. The further Purple Donut dug into it, the clearer the picture got: the site wasn't broken in places, it was broken as a whole. Soft, soothing, and a little flat, it read like every other practitioner site in the space. It didn't sound like Cat.
Cat has a distinct personality. Warm, funny, and genuinely invested in her clients, she's the kind of practitioner people tell their friends about. The old site didn't communicate any of that. It also didn't communicate that she offered both lactation support and infant sleep coaching, two distinct areas of expertise she'd been running under separate umbrellas.
Purple Donut built the new site on Webflow, combining both sides of her practice into a single, unified brand with its own visual identity, its own copy voice, and a clear set of offerings designed to resonate with someone who'd never heard of her.
Cat's practice has two sides, and they feel different from each other. Lactation support ("Feed") is warm and approachable — pinks and purples, bright and inviting. Sleep coaching ("Sleep") leans into something more settled: deep blues and teals, a color palette designed to feel grounding and calm.
Color was where Cat had the most opinions, and where the work got the most iterative. Purple Donut went through a lot of combinations before finding a palette that was visually effective across both modes, unique to Cat, and versatile enough to carry into future marketing materials. When it clicked, it clicked all at once. The two identities stopped competing and started working together.
Cat came into the engagement with a collaborative spirit and a lot of trust. She wanted veto power but not a seat at the production table, which created both freedom and real responsibility. Purple Donut owned the strategy, copy, design, and development from start to finish. We had quick status check-ins at pivotal moments where Cat would review what was ready, react, and the team would implement from there.
The copy became one of the most meaningful deliverables. After the site launched, Cat said she has brought a lot of the language Purple Donut used into how she talks about her business. That's not a metric, but it's the kind of outcome that means the writing did its job.
Photo selection was equally intentional. Cat is an expert at formula feeding as well as breastfeeding, and her practice welcomes every kind of feeding journey. Purple Donut curated imagery that reflected that: different ethnicities and body types, babies at different ages, mothers and fathers, nursing and pumping and bottle feeding. What Cat responded to most was seeing pumping, bottles, and dads represented with the same care as direct nursing. The imagery treats feeding as a journey, not a single moment or method.
Feed & Sleep with Love launched on Webflow with clear service offerings, a unified brand system, and copy strong enough to introduce Cat to someone who's never heard of her. The process of building the site shifted how she thought about her business, and the final product changed how she talked about it with others. That kind of change is rare, and Purple Donut is honored to have been part of it.
Whether you're starting from scratch or starting over, we'd love to be part of your journey.
