We discussed Jamey’s vision, mission and ambitions for her business. From what I had seen on Jamey’s current website, her positioning was too broad (if you are trying to talk to everyone, you are essentially not talking to anyone) and her messaging was vague and confusing. So I helped her with defining her ideal client and getting clear on the messaging to attract this ideal client. We also discussed the creative direction for her brand identity that would both communicate the essence of her brand and appeal to her dream client.

Strategy Session

I started crafting a Brand Identity based on all the knowledge gained in our strategy session.

We had identified that Jamey’s ideal client was a successful woman with big dreams and high disposable income - but poor money management habits. Hence, it was clear that her brand needed to look and feel more like the brands her ideal client was already consuming - more elevated, more refined.



brand Identity design

I also wanted the visual identity to have a stronger connection to her business name. Jamey’s vision for FFC was it to be like a wellness club, but for your finances. So I wanted to not only bring the wellness element in, but also keep the brand looking simple, approachable and down to earth, because Jamey puts so much passion and care into her work with her clients.



Relaxation and & calm where other elements I wanted the brand to convey, to signal that managing your money can actually be enjoyable and once you take control of finances, you will have a more balanced, relaxed and joyful life.



Because most of the financial industry is male-dominated with a masculine/corporate/uninspring look, it was my goal to make sure that Jamey’s business, which is taking a female-oriented approach to managing money and making your dream life a reality, also oozed a more feminine vibe. Which, in turn, would separate her from the rest of the industry.

Bringing all of the above together, I created an elegant brand for Jamey that combines luxe typography with a clean, earthy colour palette and imagery of natural elements like the ocean, moments of bliss with a cup of coffee, and photos of women who are working on their finances in relaxed, enjoyable way.

I wanted the logo design to resemble a high-end wellness club, but to distinguish it from actual wellness businesses and clearly signal that FFC is all about MONEY wellness, I transformed one of the “s” letters into a dollar sign. Understated and elegant, this was a subtle but clear enough way to communicate what the brand is all about.

JAMEY:  “I’m so in love with it!!!! It has made me more confident in my own communication with clients and prospects.”

Step 1

Step 2

website design

Step 3

Before starting to design the website, I edited and structured all the copy Jamey had provided, making sure her messaging matched the essence of her brand and allowed her to stand out as solution to her ideal client’s struggles. Because it is in the intersection of great copy and great design that an impactful website is created.

I intentionally designed Jamey’s website in a way that resembles the look and feel of a wellness center. The main idea is that managing your money can be effortless and stress-free, when you work with Jamey and become part of Fiscal Fitness Club.

Jamey’s primary strategic goal was achieved by thought-through user journeys, structuring the content in a manner that makes it easy for the visitor to understand why Fiscal Fitness Club is the ultimate solution, what makes Jamey and her philosophy unique, all the different ways she can support her clients with their financial wellness, and guiding the visitor to take the next step to achieve her desired outcome.

This was further supported by presenting Jamey’s authentic story in a way that makes her relatable to her ideal client (strengthening that ‘like and trust’ factor), as well as demonstrates that she is qualified to help her clients with their money management.

The overall aim was that Home, About and Work with Me pages would all take the website visitor on a journey from A (identifying their ‘problem’) to B (where they could be with Jamey’s help).

As a result, Jamey now has an elevated online home that will help her build credibility, trust and attract those premium clients to her services.

JAMEY: “I wanted to create an online financial wellness center. My website is the door to all of my services represented by a wellness center setup. It isn't just a place for people to browse an article or learn just about me. It really takes a visitor into a portal of how they can re-organize or find a way to create a strong financial foundation.”

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