Pivot Coaching

I love it when old friends get in touch. In this case, it was Sarah Bateman, a friend I’ve known since I was 12 years old.

Sarah runs a career coaching consultancy, helping mid-career professionals navigate tricky points of their work-life journey. She was wanting to grow her business even further, yet her website analytics were telling her that despite getting traffic to her site through Google AdWords, she was struggling to convert.

Branding for a career coach

Woman with curly brown hair smiling in front of a brick wall that's been painted over. — Sarah had invested early on in her business with beautiful branded imagery

The brief was quite simple: to refine the look, feel and structure of her Squarespace site to make the brand story more compelling to her target market.

Sarah had built the site herself a few years back, and invested in her personal imagery, which made the existing site feel light and lovely. She’d carefully pulled the colours of her imagery through to the site and all in all, the brand was quite tidy.

We focussed on building a compelling brand story by stepping into the shoes of her target market and get a deep sense of what they were experiencing, and what led people to question their career paths at this stage of their life.

All sorts of factors played into why someone would seek a career coach: new family commitments, desire to increase performance, and a need to tap into what satisfies us on a deeper level were all reasons why someone would search for Sarah’s help.

The brand suite

After crafting the brand story, the first thing we discussed was Sarah’s logo. She wasn’t overly happy or wedded to it, and whilst perfectly functional, it could do with a sharper look and feel that was more consistent with Sarah’s practice, and the aesthetic that would resonate with her target market.

The colour palette was built out slightly to build on the existing pinks and browns, with some brights of orange and yellow to add dimension.

A suite of stock imagery was carefully selected to bring the central storytelling to life.