We discussed Susan’s vision, mission, ambitions and target audience, which allowed me to gain a proper understanding of her wants and needs in terms of her business, her brand and her website, and start the creative ideation to bring everything to life.

Strategy Session

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

To achieve the desired sophisticated look, I picked  simple and clean typefaces for the logo. Triple Moon was intentionally written in lower case to signal approachability, and the overlapping ‘o’ letters as well as the three dots were added for additional  uniqueness and interest, and to make the logo more memorable. The three dots also symbolise ‘triple moon’ but in an understated way, to avoid the logo becoming too predictable and simplistic.

brand Identity design

For the colour palette, I used  a few colours that Susan was drawn to as a starting point (the goal, after all, for any solopreneur is  to incorporate their personality  and vibe in the branding!) and then added a few  additional ones to create a palette that would also resonate  with her ideal client. The aim was to communicate a sophisticated, feminine, slightly luxurious yet warm and friendly vibe. The warm, muted shades of the red and blue perfectly ticked all the boxes, and I added the lighter shades to complement the darker primary colours to ensure a well-balanced, versatile palette.

Since Susan is also an artist and her ideal client is a creative woman, I wanted to add design elements to Susan’s branding that would cover both of these aspects. I suggested incorporating   graphic elements like colourful brush strokes and water-coloured details  to complement her Brand Identity and really make it stand out, and Susan was instantly onboard.

Finally, I picked a selection of typefaces that would further emphasise the desired elegant feel of the brand, yet still keep it  fresh and modern, and added a hand-written script font for a bit of a personal touch. 

Step 1

Step 2

website design

Step 3

I designed Susan’s website with her number 1 goal in mind – to have visitors book a consultation call with her. In addition, I used her newly designed Brand Identity to create her business an elevated online home that would build credibility, trust and attract high-value clients to her services.

Susan'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 Triple Moon Coaching is the ultimate solution, what makes Susan and her approach unique, how she can help, and guiding the visitor to take the next step to achieve her desired outcome.

This was further supported by presenting Susan’s authentic story in a way that make it easy and interesting for the website visitors to digest, and therefore, make Susan more relatable to her ideal client (strengthening that ‘like and trust’ factor again).

The overall aim was that her 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 Susan’s help).

I also helped Susan to tweak the copy throughout her website to ensure that it was supporting the design and vice versa, so that both together would create an impactful website.