Grace Elkus
Grace Elkus has built a loyal audience through approachable, high-protein vegetarian recipes that make everyday cooking feel achievable and enjoyable. As her business continued to grow, she was ready to move beyond content alone and create deeper ways for her community to engage. We partnered with Grace to expand her existing brand and website, creating new opportunities for connection, education, and sustainable growth.
Services
Brand Expansion • Membership Strategy, Design, and Development • Website Design and Development • Email Design and Automations
Context
Grace came to us with an established brand and website, but as her audience and offerings evolved, her digital presence needed room to grow. She was preparing to launch The Pack, a self-owned membership experience, while also promoting cookbook pre-orders and expanding the ways her audience could engage with her content.
The opportunity was not only to create the platform for this next chapter, but to help define how her membership would fit within her broader business and deliver ongoing value to her community.
Solution
Rather than reinventing the brand, we expanded it. We introduced new colors, visual elements, and design treatments that added depth and flexibility while remaining true to the identity her audience already knew.
Alongside the design work, we partnered with Grace to shape the membership strategy and offering for The Pack, helping define the experience, structure, and value proposition before bringing it to life online. We then designed and developed new website experiences centered around the membership and cookbook launch, creating clear pathways for visitors to move from casual readers to engaged community members.
Brand Expansion
The refreshed visual system builds on Grace's existing identity while introducing greater contrast, personality, and versatility. Through an expanded color palette and new graphic elements, the brand feels more dynamic and capable of supporting a wider range of content, products, and experiences.
The updates create consistency across every touchpoint while giving Grace more creative flexibility as her business continues to evolve.
Website + Membership
At the heart of the expansion was The Pack, Grace's self-owned membership experience designed for home cooks looking for high-protein vegetarian meals they'll actually want to make again and again.
We created a dedicated membership experience that clearly communicates the value of weekly recipes, trusted resources, and thoughtfully organized content. The result is a space that feels welcoming, practical, and aligned with the approachable expertise that has made Grace's work so beloved.
By creating clearer connections between Grace's recipes, products, and membership offerings, the site now functions as a cohesive ecosystem designed to grow alongside her brand.
Made Possible by Humans Like This
Allie
Matt
Taylor
Allyssa
Laura
