Transforming Passion into Design: The Story Behind Mind's Eye Journals' Stunning Website Redesign

I met Teresa last fall at the 2016 Carolina Artisan Craft Market in Raleigh while visiting my friend, Michael Brown, the chairmaker. I couldn’t resist stopping by her booth to admire her stunning handbound leather journals, and after a brief chat, we ended up talking for nearly two hours the following week! Fast forward nearly a year, and in August, Teresa called me to begin our new business relationship. Working with her has been an absolute joy. From the start, she was eager to learn about my process, my approach to design, and took every opportunity to educate herself. Her passion for her business and the drive to grow it are contagious, and it’s been inspiring to collaborate with someone so invested in every step of the journey.

Throughout our work together—starting with user experience design (including sitemaps and wireframes) and continuing through the development stage—Teresa remained excited and engaged. We worked hard to get everything ready before the Tennessee Craft Fall Art Show, and when it was time for her to take control of her website, she was thrilled. The ability to manage and update her site herself, publish blog posts, set promotional codes, and increase sales, all from her desktop or even her phone, was priceless—especially with her busy travel schedule.

Telling Teresa’s story—both the professional and personal side of her journey—was at the core of our work.
We made sure her process and passion shone through.

The old version of Mind’s Eye Journals was dark, cluttered, and hard to navigate. But now, thanks to a cleaner, more intuitive design, her journals take center stage. We improved the user experience and showcased beautiful product photography (shot by her talented husband, also a maker) that truly highlights the intricate details of each journal. What a transformation!

I’m beyond proud of how Mind’s Eye Journals turned out, and I know Teresa is too. I’m grateful not only for our partnership but also for the wonderful friendship we’ve formed. I can’t wait to see how her business flourishes in the years ahead. Here’s to an exciting journey and a bright future!