Groundswell Guild

Small Business

Lifestyle

Crafting a seasonal brand and website for the modern-day homemaker.

Design Services:

Branding / Web Design

small business branding

Born from the mind of David Fierabend, Groundswell Guild is the culmination of his lifelong passion for design, curation, and crafted experiences.

Nestled in Tiverton, Rhode Island, it's not just a store—it's a community hub, meeting spot, boutique, and café all rolled into one. When David reached out to us to help refresh his brand, we were excited to help out. The goal? To create a charming identity that establishes Groundswell as a trusted voice in the lifestyle space. And to really seal the deal, we whipped up a beautiful new marketing website, showcasing everything Groundswell has to offer from its shops and restaurants to its online publication.

lifestyle branding

We drew inspiration from the timeless Farmer’s Almanac and aimed to give it a modern twist. With over two centuries of guiding seasonal living, the Almanac was the perfect muse for Groundswell's new look.

We took cues from its lush, evocative covers to infuse the brand's visuals with plenty of charm. Since so much of Groundswell’s philosophy is guided by enjoying the best of what every season has to offer, it made sense to include this sense of temporality in the brand’s visuals. We created 4 distinct illustration libraries to identify each season and surprise and delight the Guild’s community. Each season includes references to touchpoints from the home, bar and garden that David discusses in his almanac publication.

web design

We infused Groundswell’s dynamic website with the concept of “Seasonal Living.“ As the seasons change, the site does too, with unique decorative elements and a flexible color palette for Spring, Summer, Winter, and Fall.

Bringing this dynamic brand online was a blast- all of the tiny details come together to make the site feel perfectly curated. We wove the almanac visuals throughout the pages and UI design to make everything feel completely cohesive, and flexed our copywriting muscles to tell Groundswell’s story—from their love for homemaking to the cozy descriptions of each location. And on top of being beautiful aesthetically, the site is easily navigable, showcasing all of the locations and their unique information clearly and beautifully.

Check out the site here.

why use webflow?

The dynamic elements of Groundswell’s site go beyond illustrations and color. The whole site is built on an easy-to-use Content Management System, so the Groundswell team can update and change content without any hassle. With Webflow, clients get the user-friendly experience of popular site builders, but with a custom, professional look. Want to change a photo or add a new blog post? No coding needed—just jump into Webflow's editor, and you’re good to go.

swag design

No brand is complete without some cool merch- and maybe even a loaf of bread!

We had a blast applying the brand across a variety of marketing materials and mockups to give the Groundswell team a clear vision of its potential. We understand that envisioning a new brand can be challenging, especially for small business owners whose projects are so near and dear to their hearts. That’s why all of our clients receive fully realized brand concepts during our branding engagements- and that means tons of mockups across any application you can think of so your dream starts to feel less like a fantasy and more like reality.

First Last, Title

“Here is a great quote from a very satisfied client who had a great thing to say about our services.”

Thank you to David Fierabend, Molly Lux, and the whole Groundswell team for your collaboration!