AB(SOUL)UTELY BALANCED
Brand Strategy & Web ExperienceProject Overview: Led the full redesign of Janet’s website to better showcase her coaching services and connect with a multi-generational audience. Expanded the project scope to include visual personas, brand pillars, and a refined visual identity. Developed website content, refined the brand guidelines including color palette and typography, and directed the end-to-end development process to create a cohesive, user-friendly, and inclusive experience.
Site Type & Functions: Lifestyle brand website featuring service booking, blog, forms, and live chat functionality.
Goals: Revamp the website experience by elevating the visual identity and overall website experience. Strengthen the brand narrative. Improve clarity around services and client connection. Share Janet’s knowledge effectively.
Target Audience: Multi-generational women navigating major life and career transitions.
Tools: Figma; CMS: Wix
Site Type & Functions: Lifestyle brand website featuring service booking, blog, forms, and live chat functionality.
Goals: Revamp the website experience by elevating the visual identity and overall website experience. Strengthen the brand narrative. Improve clarity around services and client connection. Share Janet’s knowledge effectively.
Target Audience: Multi-generational women navigating major life and career transitions.
Tools: Figma; CMS: Wix
CLIENT REVIEW
“
Meticulous and talented website developer that focuses on capturing the client's vision.”
– Janet Gipson
– Janet Gipson
Design System Refinements: Type & Color
Janet and I partnered to clarify the brand's core intent, then refined it with intention. We simplified the visual system, narrowing the color palette and selecting typography that gives the brand more clarity and confidence across every platform.
Janet and I partnered to clarify the brand's core intent, then refined it with intention. We simplified the visual system, narrowing the color palette and selecting typography that gives the brand more clarity and confidence across every platform.