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A fun, art deco style visual identity and site for a multi-talented iOS developer.

The main challenge here was marrying Gwen’s bright, bubbly style with professionally presented coaching services.

Preview homepage and coaching page
Leadership based icons on dark background
Screenshot of about page with photo and bio

Gwendolyn Weston, an iOS developer, accountability coach, and speaker, was looking for a new visual identity for

The goal was to have this be Gwen’s home on the web, representing her personal style, listing her talks, and most importantly serving as a place for potential clients to gain insight into her coaching offerings. Since the coaching page has the most content and can be a fairly abstract concept, it was especially important to break this up into manageable chunks and add supportive illustrations. This page offers a great deal of transparency without being overwhelming. The homepage also includes an announcement section where Gwen can share her latest projects, such as a link to buy a zine.

We went through several rounds of visual direction iterations and color palettes, ending up in a much more mature, minimalist, and bolder place than we started. There is a lot of color on the site but it’s not intrusive in regards to copy. Gwen now has a new and shiny brand with documentation and a site that encompasses her personality and professional offerings.

Visual elements page from brand documentation
Mockup of project business cards


  • Whimsical
  • Professional
  • Use of purple
  • Well known CMS
  • Site design
  • Illustrations
  • Typography
  • Custom icons
  • Print assets