COMPLETE BRAND DESIGN + WEBSITE DESIGN

This is a special project for me for a couple reasons.  A Seat at the Table Solutions came to me to build a complete end to end brand identity, website, and brand standards with a focus on boutique experiences and personable interactions.

 

Aside from being a dream project for a creative, the company’s mission resonated deeply with me.  In a nutshell, provide business consulting to micro businesses, startups, and social enterprises with a special emphasis on building self esteem while combating burnout and discouragement. 

This is a special project for me for a couple reasons.  A Seat at the Table Solutions came to me to build a complete end to end brand identity, website, and brand standards with a focus on boutique experiences and personable interactions.

Aside from being a dream project for a creative, the company’s mission resonated deeply with me.  In a nutshell, provide business consulting to micro businesses, startups, and social enterprises with a special emphasis on building self esteem while combating burnout and discouragement.

ADAPT

COVID-19 has changed multiple consulting paradigms.  We’re revisiting the project to shift focus from direct human interactions to a more robust digital platform to help weather the storm.  The current site may not exactly resemble this case study at the time you view it.

Design Goals

PERSONABLE

  • Create Customer Experience focused on human interactions over digital.
  • Empathize with women struggling to move forward in entrepreneurship.
  • Allow for quirkiness and unexpected interractions.

IDENTITY

  • Design Brand Visuals that bridge the gap between stable enterprise and boutique experience.
  • Utilize imagery that relates to target demographic’s interests.
  • Design physical products to promote human contact and engagement.

WEBSITE

  • Emphasize boutique experience.
  • Build relatable story for familiarity.
  • Control information to promote human conversations.
  • Throw in some Easter Eggs for repeat visitors.

Project Goals

  • Build digital tools to attract clients and reinforce mission.
  • Proactively address business struggles and present actionable paths.
  • Create unique tactile experiences that reinforce a sense of friendship.

Color + Sensory Schema

Casual cools with an aggressive POW! color that will be instantly recognizable across media and marketing materials while creating instant hierarchical recognition and order.  Soft natural elements matching the client’s personal lifestyle are used to convey her personality, sense of calm, and business acumen.

A Tactile Approach

With the color and sensory strategy in place, the brand standards, marketing materials, and experiential focus points took shape.

We employed tactile strategies to create unique reactions from clients.

Mapping

After numerous empathy maps based on hard science and the 4 Corners Model of business strategy, the general structure of the site took form.  The focus was to empathize with the core issues solo entrepreneurs struggle with and offer actionable strategies if they continue the experience.  The final empathy map and engagement structure of the site have been omitted to preserve NDA compliance and client privacy.

Digital Experience

  • Natural and authentic imagery emphasizing calm and personable character.
  • Stick with positive interactions and uplifting situations when incorporating human elements.
  • Limit information to promote next-level connections beyond the website.
  • Empathize with users and potential clients by addressing personal struggles AND business obstacles.
  • Focus on pastel coloring or “soft” imagery for blog posts to keep a consistent feel.

Results

A Seat at the Table Solutions is doing great!  The design and SEO strategy, mixed with the client’s tenacity and authenticity, have led to take root and grow.  The personable HUMAN approach has landed ASATTS clients from not just the St. Louis region, but from across the United States.  Analytics are showing great organic growth, especially through the blog, and responses from leaders in business consulting have been overwhelmingly positive.

A Seat at the Table Solutions is doing great!  The design and SEO strategy, mixed with the client’s tenacity and authenticity, have led to take root and grow.  The personable HUMAN approach has landed ASATTS clients from not just the St. Louis region, but from across the United States.  Analytics are showing great organic growth, especially through the blog, and responses from leaders in business consulting have been overwhelmingly positive.