Jennifer Lane

OakFox has worked with Jennifer Lane for a long time. With four weeks until the launch of her latest book Underwing, we agreed on a full site refresh to celebrate the release and give her growing online presence the platform it deserves.

The Problem

Jennifer’s audience had outgrown her website. With over 11,000 Substack subscribers, five published books, a podcast, distance Reiki sessions, and a calendar of author events, the existing site couldn’t keep up. Content was hard to find, the design felt dated against her evolving brand, and there was no clear path to purchase the new book.

The Brief

Refresh the website to feel current for the Underwing book launch while staying true to Jennifer’s earthy, nature-rooted identity. The new site needed to cleanly support every part of her offering — books, podcast, Reiki, events, articles, and newsletter — without feeling cluttered.

The Solution

Brand Identity

The refresh evolved Jennifer’s existing visual language rather than replacing it. The design leans into the woodland, nature-inspired aesthetic that her readers connect with, but with a more refined, contemporary execution.

Colour Palette

• Woodland Blue — a deep, muted blue used as the primary background tone. Evokes twilight in the forest and creates a contemplative, immersive atmosphere suited to Jennifer’s writing.
• Moss Green — an earthy, desaturated green for accents and interactive elements. Ties the brand to its green witch identity and the natural world.
• Parchment White — a warm off-white for text and content areas. Softer than pure white, it feels like aged paper and complements the literary tone.
• Bark Brown — used sparingly for grounding elements. Connects the palette to the woodland imagery and adds warmth.

Typography

The site uses a pairing of a modern serif for headings and a clean sans-serif for body text. The serif brings literary gravitas and a sense of occasion — appropriate for an award-winning author — while the sans-serif keeps the reading experience clean and accessible across long-form content and mobile screens.

Structure and Features

• Book launch hero section — prominent placement for Underwing with a clear purchase path
• Cleaner navigation — streamlined to Books, Podcast, Reiki, Events, Articles, and Contact
• Substack integration — seamless links to her newsletter with subscriber-friendly CTAs
• Events listing — upcoming author appearances and sabbat sessions
• Responsive, mobile-first build — optimised for her primarily mobile readership
• Performance improvements — faster load times across all pages

What We Delivered

• Full website redesign and development
• Responsive, mobile-first build
• Book launch feature section and purchase integration
• Content architecture across six key sections
• Events and Substack article integration
• Ongoing relationship and support

Visit jenniferlanewrites.com