Yonina Rubinstein
Client: Yonina Rubinstein
Business description: Jewish Sexual Health Educator & Counselor
Vibe: Expressive, real, intelligent, imaginative, friendly
Project: Thorough strategy-based rebrand and web design
Project challenge: Narrow down a wide 10+ year career into 1 job title and a clear selection of services.
Branding challenge: It's about sex - so be real + direct, but not in your face.
Industry: Education
Location: Israel
Web development collaboration: Gila Phillips
Yonina Rubinstein is a sexuality educator, intimacy coach, and author of Sexuality After Childbirth. She works with kids, teenagers, and adults to explore sexuality in a sensitive and empowering way, offering resources for education and self-awareness.
The Challenge
The main challenge was balancing the sensitivity of the topic with clarity and engagement. The hero section of her website had to convey warmth and trust, while presenting complex information in an accessible way. We also needed to simplify Yonina's offerings, which included workshops, books, and live classes, to avoid overwhelming visitors.
Brand Strategy & Design
The logo is a visual reflection of Yonina’s work—circular and organic, representing introspection, growth, and depth. It subtly suggests elements of female anatomy and the layered nature of sexuality education while remaining honest and tasteful, never crossing into the overt. The contrast of smooth and rough textures embodies the reality of life’s complexities.
Her brand identity focuses on fluidity, dynamic layers, and a sense of aliveness, aligning with her mission to provide authentic and approachable content.
For the website, we streamlined her services into clear categories and introduced inspo banners to break up content-heavy pages, making the site more digestible for users.
Website & Lead Magnet
The website now serves as an intuitive platform for her offerings. We also created a lead magnet, "Kids' FAQs about Sex", a downloadable FAQ guide to help parents address common questions with their children. This resource acts as both an educational tool and a way to gather leads for future marketing.
Final Thoughts
Rebranding Yonina’s website involved creating a sensitive yet professional platform that accurately reflects her voice and expertise. The result is a clear, inviting space for her audience to explore her services and engage with her educational content.
Check it out:
Working with you was a true pleasure. You created a space where I felt comfortable expressing my thoughts, even when I disagreed or didn’t like a design. You helped me figure out what I truly wanted without ever making me feel ashamed or guilty. Your ability to listen and understand me, especially in a field that's unfamiliar to me, was incredible. You treated me like a professional and surprised me with the clarity I gained through our work together. You are an honest-to-goodness artist, and it truly shines through in everything you do.
Yonina Rubinstein
Wholesome Sexuality
