Branding & Web-Design : Founder & Executive Coaching

Project Overview: Transformative Coaching for Venture-Backed Leaders

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.

• Creative Director & Brand Designer | 2 Months
• Services: Brand Strategy | Art Direction | Branding | Website Design
• Industry: Technology, Healthcare, & Fintech

Brand Strategy Development:

• Core Target Audience: Founders and executives of venture-backed tech companies driven by values like creativity, courage, and freedom. They seek more than traditional leadership advice—they want tools to scale themselves and their companies sustainably while balancing success with personal well-being.
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• Purpose and Mission: Tracy Lawrence empowers tech leaders to align business success with personal well-being, fostering authentic, high-growth cultures. Her mission is to be the coach she once needed—blending entrepreneurial experience with emotional intelligence and strategic insight to guide leaders through the challenges of scaling while staying true to themselves.
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• Naming the Brand: Previously known as "Love Engine," the brand evolved into "Tracy Lawrence" to reflect a more personal, founder-driven identity. This change highlights Tracy’s unique coaching style—rooted in lived experience, deep empathy, and a commitment to personal and professional growth.

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Verbal Identity Development:

• Value Proposition: Tracy Lawrence offers transformative coaching that uniquely blends executive experience with tools for emotional regulation.
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• Service Offerings: Leadership Coaching, Transition Support, and Emotional Intelligence Development.

• Tone of Voice and Personality: Empathetic, grounded, insightful, and empowering. The tone balances wisdom with practical guidance, reflecting Tracy’s lived experience and compassionate approach.
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• Messaging Pillars: Founder-Centered Insight, Emotional Resilience, Purpose-Driven Leadership, and Transformative Partnership.

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Visual Identity Development:

• Reflecting Verbal Identity: The visual identity mirrors Tracy Lawrence’s coaching approach—grounded, empathetic, and transformational. Design elements created to evoke trust, emotional depth, and professional expertise through warm, balanced tones, organic shapes, and clean typography.

• Timeless Design: Designed to feel modern yet enduring, emphasizing simplicity and clarity. Using simply yet playful typography, minimalistic layouts, and intentional negative space to ensure longevity and adaptability across platforms.
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• Audience-Centered: Visuals should resonate with venture-backed founders and executives seeking growth with purpose. Incorporate aspirational yet approachable design elements that balance professional strength with personal authenticity, reflecting the dual focus on business and well-being.
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• Cohesive Elements: Ensure harmony across all brand touchpoints through consistent color palettes, typography, and iconography. Use imagery that conveys introspection, growth, and leadership, blending natural textures with structured design for a holistic brand presence.

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Website Design Development:

• Digital Reflection of the Brand: The brand’s digital presence is an authentic extension of Tracy’s coaching philosophy—transparent, personal, and deeply rooted in integrity. It mirrors her journey of shedding old layers and stepping fully into her name and mission.
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• User-Centered Experience: The digital experience is designed to foster deep connection and trust, guiding ambitious leaders toward personal and professional transformation through intuitive, accessible, and thoughtful interactions.
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• Integrated Visual and Verbal Identity: The brand’s vibe is grounded yet bold—balancing warmth and authority. It reflects the depth of Tracy’s experience while creating space for clients to engage in honest, meaningful growth.
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• Responsive and Accessible: The platform is built for seamless engagement, ensuring that leaders can easily access insights, book sessions, and explore resources that support their evolution.