Cultivating Conversations
When a respected Kelowna mortgage broker decided to pivot into personal coaching, the challenge wasn't just visual—it was strategic. The brand needed to evolve beyond its financial roots while maintaining hard-earned credibility. How do you honour a professional legacy while signalling a fundamental shift in purpose?
I started with discovery: understanding her coaching philosophy, target audience, and the emotional territory she needed to own. From there, I developed a complete identity system built on authenticity and approachability. The logo balances strength with warmth—confident without being corporate. The colour palette and typography reinforce trust while inviting conversation rather than transaction.
The Squarespace site became the centrepiece of this transformation. I structured the navigation for clarity, wrote messaging that speaks to life transitions rather than financial ones, and designed layouts that feel spacious and considered—never rushed. Every element, from the hero section to the footer, works to position her as a trusted guide through personal change.
The result is a brand that bridges two worlds: credible enough to earn trust from day one, approachable enough to invite vulnerability. Strategic design, grounded in purpose and human connection.
