I met Kim Weed in 2017 when she worked for local startup Outreach.io as the Executive Talent Management Leader. At the time, she was nurturing her own startup as well. We reconnected a few months after she left Outreach and she expressed that she had a need for branding identity and a website. I was happy to help. She needed a responsive website that her clients and prospects could visit to learn more about her services, book appointments with her, and learn about her upcoming events.
It became evident quickly that this project was going to take a lot of user and market research during and in-depth strategy meeting with Kim in Seattle that kicked things off. This experience helped to uncover how important it was to represent her brand in the perfect light. I needed to understand who she wanted to target and why they would visit her site.
In my research, I determined two user personas. The first was the corporate client. They would be looking for help with things like diversity training, interactive team workshops, and leadership training. I needed to represent Kim's 20+ years of experience in these areas, and also relay social proof to instill trust upfront.
The second persona was the professional individual that was looking to grow their career and advance. Similar to the corporate client, I needed to appeal to their needs. They would be looking for help with things like resume revisions, career coaching, and interview prepping. These services needed to be advertised upfront.
In creating a color and brand guide worthy of Kim Weed Consulting, I needed to consider the language of colors. I did not want to over saturate her brand with color, but I did want to make a worthwhile impression. Ultimately we went with a 5-color palette: green, blue, purple, grey, and whites (with off-whites). The main colors we chose very intentionally. We chose green to symbolize new birth, blue for trust and loyalty, and purple for calm.
When it came to the logo and icons, I found two designers that I liked. First, the logo needed to be on point. We were looking for simplicity and elegance. Something that could stand the test of time. The goal was to incorporate her name into the logo for brand recognition. I needed a 1:1 favicon for her social pages and website, as well as a full width "Kim Weed Consulting" next to the favicon. Because we had already picked out the color palette, we were able to move from concept to production relatively quickly.
Below are two of the original mockups form the designer. We loved the gradient logo because is flowed together nicely, looking modern, clean, yet simple. The only modifications we made was rounding out the square favicon to a 100% border radius and moving it to the right hand side of the text
The second designer helped to create the iconography and infographic for her services page. The goal was to create icons that were fun and also obvious. The user needed to quickly identify what the logos symbolized. We were very satisfied with her work.
To kick things off for brand messaging, I explored her work with previous clients. It was clear in her clients' feedback how Kim approached each product and the why. Kim clearly has a passion for helping people, as she has demonstrated so obviously with her past work. We needed to send two messages: Kim's caring comes from a place of authenticity and she is very skilled at what she does.
It was important to establish trust very quickly with her website visitors. Studies show that client testimonials significantly help to build trust with users. We stepped it up a bit by adding client photos and company logos, making the quotes more relatable. We also wanted to showcase some of her top brands that she has worked with, so underneath the landing hero image there is a social proof grid.
On the back end we used a simple CMS called Squarespace. The reason I chose this system was to allow for future updates to be executed quickly and simply for any team members at Kim Weed Consulting, even if they had limited technical exposure.
At the end of production, I deployed 7 unique pages with a fully mobile responsive design. During the final touchups, I added a few 3rd party plugins like Hotjar for data analytics tracking and Drift for easy communication.