project breakdown

Client brief: David wanted to re-brand his coaching and mentoring practice, from logo through to finished site.

Our work: Having gotten to know David and his work, we knew right away that we wanted to create a site that was truly different from most coaching and mentoring sites. Not only is it a crowded marketplace, but we knew that David’s work goes much deeper than simple life or business coaching. We also wanted to create a site that would appeal equally to men and women, which we would do through balancing softer images with strong descriptions. 

We felt his site lent itself to a one page scrolling style using various parallax backgrounds and subtle animated movements, creating a site that flows pleasingly and seamlessly guides the user through.  We chose a colour palette that had a beautifully rich red and green resting on an earthy base colour, used in the logo and as the site colour scheme. We then placed stunning graphics throughout that showed movement and expansion, with varying vibrancy depending on whether they filled large text or were background images.

Because David is in a continual process of defining what his work is – and therefore what he offers clients will likely be being adjusted past site completion – we carefully spent some time working through how we could create a site that would keep the complex design intact, since there was a extensive amount of coding, but that he could edit through the back end as needed. We therefore created him a simple admin console so that he could navigate easily and change text as he wanted.

David was something of a dream client, allowing us free rein to follow our gut instinct on design and tone of voice from logo to completion, listening to our suggestions and allowing us to take his branding in the direction we saw would best represent him and his work.

Outcome: Purpose In Action has a site that is very different from anything we've ever seen. We believe we've managed to create something that is not only beautiful and inviting, but is both soft and bold at the same time. It showcases exactly who he is, and what his work is, as well as allowing him to take full ownership of site administration.