Branding & Web-Design : Founder & Executive Coaching

Project Overview

This project involved crafting a verbal identity for Tracy Lawrence, an executive coach blending entrepreneurial expertise with emotional and somatic coaching. Her approach helps venture-backed founders build resilience, navigate uncertainty, and align with their values. The brand voice highlights Tracy’s empathetic and insightful guidance, reflecting her unique blend of professional and personal growth coaching.
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• Art Director & Brand Designer | 2 Months
• Services: Brand Strategy | Art Direction | Branding | Website Design
• Industry: Technology, Healthcare, & Fintech

Pain Point

Tracy needed a verbal and visual identity that captured her unique blend of entrepreneurial experience, emotional intelligence, and somatic coaching—positioning her as a trusted guide for venture-backed founders seeking growth with meaning.

Process

I developed her verbal identity, including audience definition, messaging pillars, tone of voice, and a more aligned brand name. From there, I translated her empathetic, grounded approach into a visual system built around warmth, clarity, and emotional depth. I then crafted a user-centered website that mirrors her coaching philosophy—transparent, intuitive, and designed to build trust.

Outcome

A cohesive brand and digital experience that positions Tracy as a transformational partner for high-growth leaders—balancing authority with empathy and helping founders connect with her work on a personal and professional level.