Design Story: New Branding and Smart Systems for a Leadership Coach

by | May 11, 2016 | Case Study, Inspiration

Beatriz Valverde Garzón is a Spanish-born national living in London who works with executives and entrepreneurs to provide leadership coaching. She founded her business, Leadership Unfolded, in 2015 and is a Certified Leadership Coach and Accredited Emotional Intelligence Practitioner.

When Beatriz first connected with me, she already had a website that she had built herself. But she knew that in order to reach her business goals and connect with more of her Most Valued Customers, she needed to up her website game.

The Process

Since Beatriz lives in London and I live in Vancouver, our project Skype meetings happened early in the morning for me and late at night for Beatriz—and she showed up for each meeting, present and ready to dig deep.

We started with a discovery call where I got to know Beatriz and her business, offerings, clients, style, and aesthetics. From there, I created a guiding document that distilled our discovery call findings, and a mood board to set the tone for the project.

Leadership Unfolded moodboard by Jamie Leigh

Next, we moved into the design phase. I created a colour palette based on her mood board, client needs, and business goals. I also create three logo options and fonts to go with them. This was a very collaborative process where Beatriz shared her feedback through email, and skype calls.

Once we finalized Beatriz’s logo, colours, and fonts, I created a 17-page Brand Guidelines document which included both these visual aspects of the brand as well as her mission, values, tone, and Most Valuable Customer. This document helps everyone who represents and/or works with Beatriz to understand her brand’s pillars, visual elements, clients, and more. It also helps to inform all future design decisions!

Then we put the new visual identity to work as we hashed out the website specifics, sitemap, and site design mock-ups. Beatriz and I discussed the design mock-ups and how they would meet her goals; from there I went to work developing her website.


The Results

Her brand look and feel is elegant and happy. I used deep royal blues and golden tones with gold foil. Strength, elegance, happiness, and golden were the words we used to describe the colour palette.

Leadership Unfolded colours

I also set up some special systems for this site. There are two different ecommerce features: one is a digital download for her course, and the other integrates a scheduling software to purchase and book coaching sessions. Everything is streamlined from the sales pages, to the credit card processing to the content delivery and automatic scheduling, email reminders, intake forms and onboarding/nurture emails.

It’s a SLICK system.

Beatriz is now confident with sharing and marketing her business! She has started a Facebook group that has great engagement with her vibrant community of Most Valued Clients. She’s now working with her dream clients—entrepreneurs and executives who want to improve their leadership and results.

Leadership Unfolded website design by Jamie Leigh

The above images are the result of our creative collaborative partnership. In addition to a custom WordPress website, I also designed a 26-page interactive PDF eBook for her course.


In Her Words

“The brand mood board was beautiful and spot on. You nailed the brand details, and I love integrating these elements into my client handouts and marketing materials. Thank you for the wonderful work you’ve done!”

Client: Beatriz Valverde Garzón – Leadership Unfolded


Services: Branding, eCommerce Website Design + Development, Digital Strategy

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