CHOOSE PROJECT
EVOLVE needed a complete set of launch-ready brand and marketing assets to introduce its executive coaching programmes to new global clients.
The company required a clear identity separate from Hundred Brands, an ownable tone of voice, defined personas, a strong digital presence, and a website that reflected its premium, research-backed offer.
Alongside this, EVOLVE needed strategic messaging, SEO foundations, and LinkedIn launch content to support awareness and lead generation.
The ask was to create all core brand assets: personas, tone of voice, visual direction, wireframes, and full website build, and deliver the initial content needed to drive launch momentum.
Personas
We created a set of grounded, insight-led buyer personas based on EVOLVE’s pilot experience, market expectations, and the realities of selling high-stakes leadership development. These personas covered CHROs/CPOs, HR Directors, L&D leaders, and CEOs of smaller organisations — each with distinct motivations.
We defined their pressures (culture change, global growth, low leadership confidence, high-stakes communication), what “value” looks like to them, their likely internal blockers, and the decision journey they take. This became the foundation for every page of the website, every line of copy, and future LinkedIn campaigns.
Top persona creation challenges we overcame
We built personas around business context, pain points, and decision behaviour rather than demographics.
CHALLENGE ONE
Leadership buyers vary widely
CHALLENGE TWO
Messaging risked sounding generic
We based each persona on real coaching scenarios, not assumptions.
We mapped triggers and objections for all three to shape a more flexible message architecture.
CHALLENGE THREE
The programme overlaps L&D, HR, and CEO priorities
Brand tone
Once a direction was chosen, we created a full pagination using lorem ipsum to map the content clearly before writing. The copy was crafted to align with their tone of voice, reflect their sector expertise, and feel cohesive with the new brand.
Design
For design, we produced layout options for each page within the refreshed brand guidelines. Once selections were made, we built and finalised the complete brochure.
Result
The result was a polished, fully aligned sales document delivered in under a month—ready for their team to use at meetings, tenders, and project pitches.
We created a set of grounded, insight-led buyer personas based on EVOLVE’s pilot experience, market expectations, and the realities of selling high-stakes leadership development. These personas covered CHROs/CPOs, HR Directors, L&D leaders, and CEOs of smaller organisations — each with distinct motivations.
We defined their pressures (culture change, global growth, low leadership confidence, high-stakes communication), what “value” looks like to them, their likely internal blockers, and the decision journey they take. This became the foundation for every page of the website, every line of copy, and future LinkedIn campaigns.
Top persona creation challenges we overcame
We built personas around business context, pain points, and decision behaviour rather than demographics.
CHALLENGE ONE
Leadership buyers vary widely
CHALLENGE TWO
Messaging risked sounding generic
We based each persona on real coaching scenarios, not assumptions.
We mapped triggers and objections for all three to shape a more flexible message architecture.
CHALLENGE THREE
The programme overlaps L&D, HR, and CEO priorities
We built a full tone-of-voice framework capturing how EVOLVE communicates across long-form copy, short statements, and strategic messaging. The voice needed to reflect the premium nature of the offer while staying accessible, empathetic, and rooted in real-world executive communication challenges.
The final tone balances clarity and confidence with calm, human language.
It positions EVOLVE as a partner in capability-building, not a training vendor, and creates strong consistency across pages, programmes, and future campaigns.
Top tone of voice creation challenges we overcame
We defined a voice that feels expert but human — far from corporate, closer to trusted counsel.
CHALLENGE ONE
Balance between authority and warmth
CHALLENGE TWO
Differentiation from other L&D brands
We anchored the tone in EVOLVE’s multidisciplinary approach: psychological, cultural, vocal, behavioural.
We created clear narrative threads that make the offer tangible and memorable.
CHALLENGE THREE
Complex value proposition
We developed a full visual identity system for EVOLVE grounded in clarity, premium simplicity, and expressive colour. The look-and-feel boards defined how EVOLVE shows up across web, social, decks, and programme materials.
A palette designed for clarity and energy
EVOLVE’s identity uses a dual-layer colour system:
-
Ash — the anchor colour. Always used for titles, body copy, structural elements and anything requiring calm authority.
-
Vibrant pairings — palette sets (Purple, Forest Green, Denim, Iris Blue, Violet, Lime, Orange, Gold) chosen for energy and human warmth.
These colours weren’t chosen for decoration, instead each pairing carries tonal meaning:
-
Purple signals premium (used for the Executive Presence / Expert tier).
-
Green signals growth and progress (used for the Essentials / Engagement tier).
-
Accent colours bring pace, modernity and confidence.
To differentiate EVOLVE from React, we avoided whimsical or playful colour use. Instead the brand is grounded, structured, and confident, with colour used sparingly to frame content and signal hierarchy.
Rules that create a consistent visual experience
The look & feel document outlined a tight set of usage rules:
-
Titles always appear in Ash, bold — creating consistency and an immediate sense of authority.
-
Intro paragraphs use the darker shade of a palette pair in bold, softening the tone and adding personality without losing readability.
-
Body copy appears only in Ash and no smaller than 16px, reflecting the executive audience and supporting accessibility.
-
CTAs typically use a designated accent colour for visibility, while remaining copy stays in Ash for clarity.
-
Sections can use a 50–80% colour overlay for depth and movement, giving the brand subtle dynamism without clutter.
These rules ensure that even with bold colour accents, the brand still communicates “calm expertise.”
A layout system built for real-world content
EVOLVE’s teaching materials, web pages and programme modules contain dense content. The look & feel boards solved this by defining:
-
clean block structures
-
strong bookend elements for section breaks
-
consistent subheads
-
generous spacing to avoid cognitive overload
-
a rhythm that can scale to long-form programme pages
This created a cohesive visual experience across programme modules, presentations, the website and LinkedIn assets — all using the same system.
Creating coherence between the three programmes
The palette logic also helps differentiate the three programme tiers visually:
-
Executive Presence → Purple set (premium, expert, high-touch)
-
Executive Engagement → Forest Green (practical, developmental, modular)
-
Executive Speaking → A pairing with more energy (Iris/Denim/Violet depending on final selection)
This gives the programmes distinction without fragmenting the brand.
Top brand look & feel creation challenges we overcame
We built a palette and typography system that feels more energetic, premium, and contemporary.
CHALLENGE ONE
The brand needed distinction from React without losing the Hundred lineage
CHALLENGE TWO
The visual identity had to work across dense content and real-world coaching scenarios
We created a flexible structure with clear hierarchy, strong colour discipline, and simple rules.
We introduced a palette system that differentiates Presence, Engagement, and Speaking while keeping them part of one EVOLVE identity.
CHALLENGE THREE
The programmes needed visual separation without becoming separate brands
-
We built a fully responsive, SEO-ready website that brings the EVOLVE brand to life.
The site blends strong visual design with accessible, executive-friendly content, including dynamic sections for programmes, testimonials, the EVOLVE team, and future insights.
We ensured the site was technically clean, easy to update, and aligned with the brand’s long-term vision.
Website training
After the site was live, we delivered hands-on training for the EVOLVE team, covering CMS management, adding insights, updating programme content, replacing imagery, and maintaining brand consistency.
This ensured EVOLVE could run the site confidently from day one and continue scaling content without external support.
Top website creation challenges we overcame
We designed and built the site on Wix to meet the end-of-March launch requirement without sacrificing quality.
CHALLENGE ONE
Tight turnaround
CHALLENGE TWO
Premium look within a template system
We used advanced layout controls, custom styling, and flexible components to elevate the final product.
We created a modular design that allows depth without overwhelming the reader.
CHALLENGE THREE
Lots of content, little space
We produced a set of launch posts for the EVOLVE Company Page and founder profiles — including carousels, thought-leadership angles, announcement copy, and programme spotlights.
The content was built around real challenges executives face: communicating change, presenting to boards, handling difficult conversations, and cross-cultural communication. This ensured strong alignment with both personas and programme outcomes.
Top website creation challenges we overcame
We crafted posts that immediately establish the brand’s authority.
CHALLENGE ONE
EVOLVE needed fast visibility from a standing start
CHALLENGE TWO
Limited assets from the pilot
We repurposed key visuals and created consistent design treatments to build recognition.
We focused on sharp, insight-led messaging designed to stop the right people.
CHALLENGE THREE
Leadership audiences scroll fast
Client's perspective.
"Client quote goes here".
Client's name
Client's job role
5/5:
