Her Ordinary Basket: a brand built from zero.
I designed, wrote, and built every part of Her Ordinary Basket, a Charlotte Mason homeschooling brand for Filipino families. The illustrated brand, the website, the search content, the email list, and the digital products it sells. It’s my own business, so it’s where I test the same playbook I use for clients.
Her Ordinary basket
Homeschooling in the Philippines
Palette
Type
Cormorant Garamond
Jost for everyday reading
and a little Dancing Script
Brand board. Every illustration, icon, and colour here is from the live site. See it in action ↗
Everything: strategy, brand, illustration, copy, SEO, build, email, and products.
Filipino families homeschooling with the Charlotte Mason method, especially in their first year.
A hand-built website with a journal, a shop, a free guide, a weekly letter, and two digital products.
Earn the trust of a very specific reader.
Parents starting to homeschool in the Philippines have big, practical questions. Is it legal? Which method fits our family? Where do we even start? They want answers that fit local rules and realities, from someone who has actually done it.
The site needed to feel like a friend a few steps ahead: warm enough to trust, clear enough to act on, and set up so that trust turns into readers, subscribers, and customers.
Five pieces,
working as one.
Each part has a job, and each one leads to the next.
The name, the illustrated identity, and a warm, unhurried look that matches how the audience wants homeschooling to feel.
Home, About, five “Our Homeschool” pages, a Journal, a Shop, and a Community page, all hand-built.
A 3,000-word guide, How to Homeschool in the Philippines, written to answer what parents actually type into Google.
A free guide, Homeschooling Without the Overwhelm, plus a weekly letter that keeps readers coming back.
Gathered, a portfolio builder (₱379, one-time), and Copywork Garden, a printable copywork tool.
The thinking behind
the build.
Say who it’s for in one line.
The first screen reads “A homeschooling journey in the Philippines… with the Charlotte Mason method.” The right visitor knows in seconds that they’re in the right place.
Answer the question people actually search.
The cornerstone guide is titled the way parents search, and opens by meeting them where they are: Googling at midnight, unsure where to begin.
Offer help where overwhelm peaks.
The free guide is written for stretched-thin first-year moms, so the next step feels like relief, not a sales pitch. The weekly letter keeps the conversation going.
Sell solutions to real chores.
Gathered turns a recurring task, building a learning portfolio, into a few guided steps. A simple one-time price keeps the decision easy.
One person.
A whole brand.
Different niche. Same playbook.
A homeschooling mom and a homeowner with a broken AC have more in common than you’d think. Both arrive with a pressing question. Both decide quickly who to trust. Both need one clear next step.
The work that built Her Ordinary Basket is the same work I do for home-service businesses: know exactly who you’re talking to, answer the question they’re searching, and make it easy to say yes.
The niche changes. The thinking doesn’t.
Let’s find what’s costing you enquiries.
Book a free 30-minute call to talk through your website and what your customers need to see first.
No website yet? That’s fine. We’ll plan your first one together.
Prefer email? Write to me directly.