How Fig Balloon Co transformed its customer journey with a modern, strategic Shopify website and a joyful new brand identity

About Fig Balloon Co

Fig Balloon Co is a Boston based balloon styling studio best known for refined balloon decor for corporate events, milestone celebrations, holidays, and elevated family parties. Their work blends clean, modern design with playful color, resulting in installations that feel both stylish and full of personality.

The brand offers a hybrid mix of services and products. Customers can order ready to go balloon pieces that can be delivered or picked up, or they can book fully custom work for larger events. This creates flexibility for clients ranging from corporate teams to parents planning birthday parties.

Their installation style is polished, photo ready, and thoughtfully constructed. They believe that decor should elevate an event without overwhelming it. Their process is organized, professional, and rooted in a genuine love of celebration.

The Challenge

Fig Balloon Co had grown quickly, and with growth came complexity. Their website and branding no longer reflected the quality or clarity of the services they offered. Customers often felt confused about the difference between custom work, ready to order items, and what could be modified or picked up locally.

Their business model serves several different audiences, and those audiences needed a clearer path:

• Busy parents wanting quick, beautiful balloon pieces

• Corporate clients planning larger events

• Event planners needing something custom

• Boston-based shoppers looking for local delivery and pickup

The old site relied on industry jargon that did not match how their customers actually spoke. There were questions coming through the contact form that could have been answered on the website. And although their work was polished, the visuals and structure of the site did not communicate the quality of their installations.

They needed a website that felt branded, well organized, and designed with intention. They also wanted a brand identity that felt more modern, joyful, and aligned with the type of client they hoped to attract.

My Approach

My goal was to refine the brand and restructure the entire online experience so customers could quickly understand what Fig Balloon Co offers and how to book or buy with confidence.

The project included:

• a refreshed brand identity

• SEO conversion copywriting

• a custom Shopify Website in a Week build

• strategic information architecture to segment audiences

• robust FAQ and process pages to reduce friction

Every decision was made with clarity in mind. Balloon styling is visual, but customers also need reassurance, pricing structure clarity, and guidance on what to book.

Brand identity

I created a fresh color palette centered around joyful red and blue tones that feel modern, bold, and celebratory. These colors communicate celebration without leaning into the typical rainbow or overly festive hues found in many balloon brands. I paired the palette with clean typography and refined design details to strike the perfect balance between upscale and fun.

The overall look is sophisticated and welcoming, which allows the brand to appeal to both corporate clients and stylish families.

Voice and tone

The copywriting was intentionally clear, friendly, and free from confusing balloon industry vocabulary. The tone is confident, warm, and approachable. Each page explains what customers need to know in simple, helpful language.

The Website Copy doc highlights that customers value speed, clarity, and straightforward steps. This informed the structure and tone of every page.

User experience

The site was designed to segment audiences immediately. From the homepage, visitors can choose between:

• Custom work

• Ready to order pieces

• Delivery or pickup

This clear path reduces decision paralysis and keeps customers moving toward the right service.

Local SEO

Because Fig Balloon Co only serves the Boston and surrounding area, each product and service page includes location based keywords that support Google visibility. The copy is written for both search engines and humans, ensuring strong keyword placement without disrupting the natural WildHive voice.

Robust FAQ and Process Pages

The custom process page and the click and deliver product pages walk customers through:

• what to expect

• how to book

• how delivery works

• how modifications can be made

• what is included

• when pickup is available

This clarity reduces unnecessary inquiries and saves the team time.

Design decisions that shaped the experience

The final website blends modern simplicity with subtle playfulness.

It feels elevated but never cold, joyful but never chaotic.

Color and layout

The off white background softens the experience and avoids the sterile feel of a bright white canvas. The muted signature colors create visual consistency throughout the store.

Typography

Clean, polished typography supports both corporate clients and parents shopping for birthday parties. It feels modern and structured while still warm enough for a family brand.

Imagery

The brand guidelines outline a photography style that is high quality, bright, and aspirational without being overly stylized. This ensures every product and service page looks professional and trustworthy.

Navigation

The structure keeps pages light, scannable, and easy to understand. Customers can shop or book with minimal effort.

The Results

The new website dramatically improved clarity, speed, and user experience. The site now communicates exactly what Fig Balloon Co offers and gives customers a seamless path to book, buy, or request something custom.

Faster site speed and stronger performance

Before the redesign, site speed lagged. After launch, desktop and mobile performance metrics saw a significant improvement in interactivity and visual stability.

These improvements support better SEO outcomes and a smoother shopping experience.

Improved messaging clarity

The new copywriting helps customers quickly understand:

• the difference between custom and ready to order

• how local delivery works

• how to book installation services

• what sets Fig Balloon Co apart

The brand now speaks directly to both corporate clients and families through clear segmentation and tailored messaging.

Brand alignment

The team shared that the new brand and site feel aligned with their vision and ideal client. They now feel confident and proud to share their website with partners, event planners, and clients.

Founder Feedback

“Working with Whitney from WildHive was an absolute pleasure. Her communication was excellent, and her expertise in branding design and Shopify was truly impressive. We absolutely love how our new branding and website turned out. It is everything we envisioned and more. We highly recommend working with WildHive.”

And from their onboarding questionnaire:

“We really appreciated how transparent your pricing and offerings were. Everything felt easy to understand and we knew exactly where our needs fit. The videos you created made the process feel personal and interactive without needing to schedule calls.”

“We honed in on the client we are targeting with our website and branding. With the new site and the copy you created, we now have clear and concise messaging.”

Why this Project Worked

The success of this project comes down to strategy and clarity. Fig Balloon Co needed a brand and website that matched the quality of their work. Every design, copy, and UX decision supported one goal: make their hybrid business intuitive for every customer.

What made this project successful:

• a modern, joyful brand identity rooted in strategy

• SEO optimized copy that speaks the customer’s language

• clear segmentation for multiple types of buyers

• a Shopify build that organizes a complex service and product model

• better site speed performance that supports SEO and user satisfaction

The result is a digital presence that feels elevated, trustworthy, and ready to grow with the business.

Ready for a website that brings clarity and confidence to your brand

If your business needs a website that feels polished, strategic, and easy for customers to navigate, I would love to help you build one.