Branding & Website Design

Andrew Salmon, Oppen Coaching

Branding, Identity, and Logo Design

Goals:

  • Creation of brand image, awareness, equity, engagement, and loyalty

  • Utilize clean graphics, modern communication design, and timeless trusted appeal

  • Be authentic and true to who you are, what you offer, and keep uniqueness and personalization at top of mind

Defining Your Brand
We touched on this a bit in our initial chat, and we will continue this process to find the heart of your brand, in order to translate it into your overall identity.

Positioning Your Brand
We will come up with words that speak to your brand, audience, and clients. These will work themselves into your overall identity, tagline, and digital messaging.

Logo Design and File Delivery

  • 5-10 designs of your logo to get started, using different fonts & typography variations, and logo marks 

  • Three rounds of edits

  • Delivery of all formats for various use case materials (JPEG, PNG - in low and high res - and EPS vector files)

  • Your final set of files will have secondary logos in vertical or horizontal formats if needed

Color Palette
Specifications for the colors in your logo, plus a secondary palette that coordinates. Pantone, CMYK, RGB, and hex codes provided. We will also expand this into the website colors: background, graphics, and overall tonal photography.

Typography
Recommendations for brand fonts, with examples of how to use them together

Brand Style Guide
A multi-page document containing the above outlined brand identity guidelines

Website Design & Development

Goals:

  • Increase brand and identity awareness

  • Build a platform of discovery and education for clients

  • On-site experience has smooth flow of information through main navigation, calls to action, etc.  

  • Content optimization: messaging is concise, informative, and easy to understand

  • Enhance and highlight branding and life coach client experience through graphic and content storytelling

Site Architecture

Create password protected Squarespace staging site, and template / organize the following pages (below is a rough outline and we will fine-tune as we go along)

Main Navigation:

  • Home

  • About / Experience

  • What is Coaching

  • Why You Need a Life Coach

  • News / Info

  • Pricing / Investment

  • Contact

  • Up to ten ‘main’ pages


Footer Pages:

  • Privacy Policy

  • Terms & Conditions

  • Any industry disclaimer page / info that you need to have

  • Up to five ‘secondary’ or ‘disclaimer’ pages

Above pages will / can contain internal and external links, forms, newsletter snippets, social integrations, etc.

Not included in above: client login / portal creation, e-commerce integration, scheduling, etc. We can discuss these elements to see if you need them, and if they go beyond scope.

Design UI

  • Overall look and feel of site: typography, photography, graphics, banners, styles, color palette, sizing, spacing, buttons, flow, etc

  • Styles: Define the look and feel into the style sheets

  • Photography / graphics: Search and curate stock photography, edit and optimize in Photoshop to create highlight / hero photos, banners, etc. 
    *** Please note I have access and subscriptions to many stock photo sites that I will pull from. Most of these websites have beautiful imagery that are included in my subscriptions that I pass along to you. Some have premium imagery that may come at an additional cost, but I try to avoid this.***

  • Adding copy / content: Format your copy / content / photography into the site design

Additional design elements that I do not miss:

  • Browser icon / favicon

  • Social images tagged within pages that appear when sharing links on text, social media, etc.

  • Custom designed 404 Page (page not found, directs back to home)

Copywriting

  • Although you may have copy and content, I will help you refine this into your overall brand identity that we have established

  • Grammar & spelling will be checked (please note: if you require extensive content written, I work with a professional copywriter that we can hire)

Revision Rounds

  • Three content rounds of edits / revisions

  • Three design rounds of edits / revisions

  • Three development rounds of edits / revisions

SEO

Overall use of best practices for Search Engine Optimization (SEO) during the design and development of the website

  • Site title and description: relevant, readable description of your site for search engines.

  • Page descriptions: each page on your site will have a unique SEO description. The text will be short and readable (50-300 characters), and describe the content of the page.

  • Page and title formats: visual and content review of how page titles appear in browser tabs, social shares, and search engine results.

  • Location and business information: this will be added to your back-end site info

  • URL slugs: checked and verified

  • Keywords: researched and implemented

  • Google Analytics: set-up connection

  • Alt-text to images: images will have alt-text coded behind them for SEO and compliance

Mobile Optimization

Overall use of best practices for mobile during the design and development of the website. However, it will be developed for desktop first, and then optimized before launch.

  • Site will be developed to be fully responsive on phones, tablets, etc.

  • Photography and spacing will be reviewed, tweaked, edited, etc. for mobile experience

  • “Top-down” approach checked and ensured

  • Cross-browser tested

Website Launch

  • Broken inbound and outbound links are checked and fixed, content errors addressed, etc.

  • Hide orphaned pages (drafts, etc.)

  • Source to outside friends / family members to review for flow and content mistakes

  • Direct domain name (through current registrar) to point to the Squarespace staging site

  • Setup hosting plan (we will chat about which is best for you)

  • Creation of your Squarespace account, so I can transfer the ownership to you. I will stay on as a contributor to make edits and maintain the site

  • Minor updates for 30 days after launch (hourly rate for updates and site additions can be discussed)

Investment

Total for above: $8500

Estimated hours outlined in scope: 90 - 110

Hourly rate if we go above scope: $125 (always talked about beforehand)

Timeline: 90 - 120 days *** highly dependent upon how quickly you provide content and edits / revisions ***

Start date: We can discuss what works best for both of us!

Please note:

I hardly ever go above scope. I strongly believe in the ‘measure twice, cut once’ approach and apply it to design. Through conversation, research, and really getting to know you and your vibe beforehand, the creative process starts to flow organically, and with purpose & intention.

My designs are never cookie-cutter, and always, 100%, put YOU first.

I don’t charge up-front like most designers. 50% will be due at midpoint in project.

I look forward to your thoughts and questions!

Jenny