Redefining the brand
Linda Lesem is a dear friend and talented life coach. Our working relationship began when I took her workshop at The Hivery in Mill Valley years ago. The workshop showed me what I was capable of doing and how to get out of my own way. I am not exaggerating when I say that it gave me the confidence to do small business branding on my own. Years later, I was thrilled to be able to help Linda in turn!
The first step was to develop a mood board to redefine her brand. A big part of my process is asking my clients to add images to a collaborative Pinterest board so that I can get a feel for their aesthetic style. It was fun being able to identify strong themes in the imagery that Linda pinned - she so clearly loves nature, animals and travel. Linda has a rescue horse named Babe, and this is such a strong part of her soul that we had to pull it into her branding. The overall theme that emerged from this process was fresh, radiant optimism.
She came to me feeling like there was a huge disconnect between herself & her branding.
Mood
“You can be professional and tell your story at the same time!”
THE VISUAL BRAND
To design her new logo, I pulled from Linda’s essential nature - she is truly a bright light who illuminates a path for her clients to shine! This became a radiating, sun-adjacent mark.
THE WEBSITE
Next up was a website update. I focused on translating the revised brand to this medium and streamlining the user experience into a cohesive flow. We organized the visual hierarchy to tell a clear story of Linda’s offerings as a coach.
Since I had known her for years both in a professional context and as a friend, I was able to confidently weave her personality into her brand so that it felt like a true representation. I believe that pulling personality into a professional website is what builds a powerful brand, and I’m proud to say I think that is what I did for Linda Lesem Coaching!
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