The Softening
Amy June is a therapist and the founder of The Softening, home of The Love Club: a six-month, therapist-led membership for millennial women navigating modern love. Less "fix yourself", more a cosy digital third space for feeling less alone, with members everywhere from the US to the Philippines. Amy's brand is warm, vintage and full of personality, and her sales page needed to feel the same.
challenge
The Love Club was heading into its Fall Season launch, and the old landing page just wasn't telling the story. People couldn't quite work out what was actually included in the membership, and all the lovely, honest conversations happening inside the community were completely invisible from the outside. Amy also wanted to be able to update the page herself between launches, without a designer on speed dial every time doors opened.
And then there was the look of it all. The Softening's world is vintage, editorial and paper-based, and no template was going to feel like that. Amy had even considered building it herself: "I was going to try to teach myself Showit and build a sales page at the same time, in a month. That's when I was like, please, someone give me a template."
approach
Before any design happened, we got to know The Love Club properly: who joins, why they stay, and what makes it feel so different from anything else out there. That shaped a page built around the questions past launches kept raising, like "what exactly do I get?" and "how much time does this take?"
Then we let the community do the talking. Real screenshots of members chatting, video testimonials, and member quotes woven all the way through, so anyone visiting can feel what it's like inside before they join. All of it wrapped in Amy's vintage, editorial world, with custom-coded sections she can still edit herself.
We picked Squarespace on purpose so the page belongs to Amy completely. Between launches it flips into her main landing page with links redirecting to the waitlist, and we finished with a proper handover and training so she can run every future launch on her own.
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I love it. It's beautiful. You are an artist. I can't believe you built all this for me in Squarespace.
Amy June
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results
Live and launch-ready in a two-week sprint, in time for early bird doors on 14 August
A sales page that finally shows what's inside: community screenshots, member videos and quotes doing the convincing
Fully self-serve for Amy: custom-coded design she can edit and relaunch herself, with training included
Built for the launch cycle: doubles as the main landing page with automatic waitlist redirects between seasons
tech stack
Squarespace, with custom code
Figma
[ creators ] [ personal brands ] [ person-led brands ]
Alice Bjorkstrand
