In order to convey her personal story and ‘why”, define and step into the shoes of her audience, understand her key messages and service offering, and gain clarity on how she wants to show up, we embarked on a collaborative, deep-dive brand strategy exercise before moving onto her mission statement, tagline, core values, beliefs, and unique value proposition.

Often times, our values are what most attract a like-minded audience and community, so it’s critical that these are clearly and authentically communicated to build trust and connection.

Drawing from our Brand Strategy exercises, we worked together on a mood-board in Pinterest to help Kathi decide which colors, symbols, fonts, photography style, etc. would be represent her and her brand.

From there, we created a simple Brand Board to be used as a reference guide, which then informed how we would go about curating and shooting her images, and building and designing her website.

We also expanded on her Brand Messaging to start writing her web copy in a voice that was entirely hers while also demonstrating her extensive training, expertise, signature warmth and professionalism.

We then developed a site map and page wireframes, and viewed several Squarespace templates, finally settling on Kinsley, geared towards high school and college-bound students. Initial web pages included: Home, About, Coaching Services (3 Offerings), and Contact/Booking.