The Challenge
Kay White needed to evolve her London-based business from "Way Forward Solutions" to a powerful personal brand that would support her shift from communications mentoring to career mentoring for corporate women. Over 9 years, she required a flexible brand system that could adapt to multiple pivots—from in-person events to virtual workshops, from group programs to book launches—while maintaining consistent recognition and authority in the competitive career coaching space.
Here's what the brand looked like when I arrived on the scene:
The Solution
I developed Kay's signature "sparkle" brand DNA, replacing the generic triangle icon with a spark that became the foundation for everything. This wasn't just a logo change—it was a complete visual language that could flex across every business evolution.
The comprehensive system included live event environments with the proprietary character "Ava," tiered program branding that uses visual hierarchy to communicate value levels, multiple website iterations, book designs, podcast artwork, social media campaigns, and client gifts designed to trigger endorphin responses. Every touchpoint reinforced Kay's unique positioning while adapting to new business models and market demands.
From room decor that made clients feel welcomed to landing pages that converted browsers into program participants, each piece used psychological design principles to support business growth.
The Result
Kay's brand successfully evolved from a generic consulting firm to a recognized authority in career mentoring for corporate women. The flexible sparkle-based system supported multiple business pivots while maintaining brand recognition and emotional connection with her audience.
The strategic design approach enabled seamless transitions from in-person to virtual events, supported successful book launches that positioned her as a thought leader, and created program tiers that clients intuitively understood. Most importantly, the brand created the endorphin-triggering experiences that turned clients into raving fans who demanded annual calendars and became long-term brand advocates.
Logo and Brand Evolution
Her original business name was "Way Forward Solutions" and she had paired this with a triangle icon above the i. When she decided to rebrand to a personal brand, and that made the triangle above the i not make as much sense, so it was time to look at a redesign of the logo.
Kay teaches corporate women how to stand out - or as she says, "sparkle". So I replaced that triangle with a spark icon that we then used throughout her brand in other ways.
Over time, we grew her brand to this family
Her brand's quick reference sheet. We also developed a more in-depth guide over the years.
Live Event Design
One of the first things we did together was to create this design for her live event - we used variations of this for the next 7 years of live events.
Created proprietary characters (the teal and gold silhouette is named Ava and appeared throughout trainings and marketing for Kay's company for years) and brand textures, logos for offers, room decor (posters, window decals, cardboard stand-ups, staff uniforms, PowerPoint presentations, promotional graphics, and more.
Room Decor - From signage to the brand character Ava, all there to welcome clients and make them feel at home (and for a fun photo opportunity).
For smaller one-day live events, we created more temporary and portable branding options
Group Program Logos
I branded her group programs like this, the Golden Circle is the most high end level of support and so the graphics are more detailed and lush than the lower-level Career Sparkle Zone program.
Landing Page: Mentorship Enrollment
One of many landing pages we designed together over the years to support her training programs. Partnered with another digital agency to bring this Kajabi design to life.
Kay's Main Website - Version 1 (2013)
One of the first orders of business in our work together - redesigning her launchpad website into a site that could house her considerable thought leadership and would appeal to corporate audiences.
Brain Chemistry Design
Signature Sparkle Element
Activates Achievement Centers: The spark icon triggers dopamine responses associated with success and transformation, perfectly aligning with Kay's promise to help women "sparkle" in their careers.
Brand Character "Ava"
Creates Emotional Connection: The proprietary silhouette character activates the brain's social bonding centers, making corporate women feel less alone in their career challenges while building brand memorability.
Tiered Program Visual Hierarchy
Triggers Value Perception: The Golden Circle's lush, detailed graphics versus Career Sparkle Zone's simpler design activates the brain's quality assessment systems, justifying premium pricing through visual sophistication.
Client Gift Strategy
Releases Endorphins Directly: As noted in the copy, gifts create "those 'This Feels Good' brain chemicals," building positive brand associations and client loyalty through neurochemical rewards.
Live Event Environmental Design
Reduces Social Anxiety: Welcoming room decor and branded elements create psychological safety for networking, lowering cortisol levels and increasing participation in career development activities.
Consistent Sparkle Branding
Builds Neural Recognition: Repeated exposure to the spark element across all touchpoints creates strong memory pathways, making Kay's brand instantly recognizable in crowded career coaching markets.
Virtual Event Pivot Design
Maintains Comfort During Change: Familiar brand elements in new virtual formats reduced cognitive load during the 2020 pivot, helping clients adapt to online learning without losing brand connection.
Strategic Color Psychology
Balances Authority and Approachability: The teal and gold palette triggers both professional competence and warm accessibility, essential for women seeking career mentorship from someone they can trust and relate to.
Book and eBooks
Podcast Cover Art
Handouts
Over the years we made many teaching tools:
Client Gifts
Gifts are a direct way to create endorphins - those "This Feels Good" brain chemicals that make us feel loved.
We made desktop calendars for years (clients would demand them), scarves, cups and more.
Social Media Graphics
Designed graphics for Facebook, Instagram and LinkedIn.
These are from various campaigns throughout the years.
Facebook event header
Virtual Event Design
In 2020, Kay pivoted from her live event model and produced a virtual event, and I designed the brand, sales page, PowerPoints, handouts and offer materials.
The event kicked off with this free workshop: Upskill, Uplevel, Upgrade: Your Mindset, Career Prospects, Life Balance.
Squeeze page
For registration and signups
PowerPoint deck for the online event
Social media promo for this event
Event Registration Page and Brand Design
At the free event, attendees were invited to the full day live workshop signup page:
And then I designed materials for the live online workshop, like the main event page:
Website, version 2 (2020)
Capabilities Presentation
Designed in Microsoft Word so Kay can make updates and changes on her own.
Speaker Sheet
In 2020, Kay pivoted from her live event model and produced a virtual event, and I designed the brand, sales page, PowerPoints, handouts and offer materials.
