Coaching Designed to Stand Out

Designing a new visual identity and website brought Alex’s life coaching business to life, translating her personality and philosophy into an experience designed to attract the right clients.

Partnered with Alex to build a distinctive life coaching brand and online presence designed to stand out in a crowded market, connect with the right clients generating over $10k in sales.

SERVICES

Branding
Web Design
Web Development
Illustration

PLATFORM

Squarespace

CLIENT

Alex Fullgraf

RESULTS

$10K in sales
10 new client acquisition
+60% conversion rate

THE CHALLENGE

Building Trust

Alex Fullgraf had decided to pursue her passion of launching a new life coaching practice and needed a brand identity and website that reflected her personality and desire to help people live their fullest lives. 

She struggled to differentiate herself in a crowded marketplace and in attracting the right clients that would best benefit from her offerings. 

That meant solving for several things at once:

  • Building a brand identity from the ground up

  • Differentiating her from a growing field of life coaches

  • Establishing trust in a deeply personal space

  • Clarifying her offering for first-time visitors

  • Attracting clients who aligned with her coaching style

I translated Alex’s personality and coaching philosophy into a distinct visual identity and digital experience. The new brand balanced warmth with credibility, while clearer messaging and a simplified website helped prospective clients understand her approach, recognize whether she was the right fit and confidently take the next step.

SOLUTION

Establishing Credibility for Conversion

The website was designed as an educational, narrative-led experience that speaks directly to Millennials navigating questions around purpose, direction, and personal growth. The site guides prospective clients through the information they need to understand life coaching, evaluate Alex as a coach, and feel confident taking the next step:

  • About Alex: Establishing trust by highlighting Alex’s background, experience, values, and personal approach to coaching

  • Testimonials: Integrating client testimonials provides authentic social proof and reinforce Alex’s credibility

  • Programs: Clearly explaining what coaching is, who it’s for, and how Alex’s approach can support the challenges her audience is facing

  • Contact: Building clear calls to action throughout the journey, culminating in a simple path to book an introductory call

SOLUTION

Designing Around the Questions that Matter

Customer research revealed a consistent set of questions prospective clients needed answered before considering life coaching: What can it help me with? What does it cost? What’s included? And how do I get started? I translated this into a series of modular components, each designed to answer a key question in the decision-making journey:

  • Benefits: Showing how coaching could support the real-life challenges prospective clients were facing

  • Memberships: Making pricing, session options, and what’s included easy to understand and compare

  • Contact & Booking: Creating a clear path to connect with Alex, ask questions, and take the first step toward coaching

SOLUTION

Building a Brand around Optimism and Trust

Through a brand discovery exercise, I translated Alex’s values into a visual identity that balanced the optimism of her coaching philosophy with the credibility needed to build trust in a deeply personal space.

A vibrant yellow brought energy, warmth and positivity to the brand, balanced by blue tones that conveyed stability and trust. Serif and sans-serif typography paired authority with approachability, while inclusive lifestyle photography reflected the diversity of the clients Alex wanted to reach.

Together, these elements created an identity that felt uplifting and personal, yet credible and grounded—setting the visual foundation for the digital experience.