My title

Brand Identity & Website

In order to grow revenue, Violet Crown Leadership needed to provide accessible information and scheduling functionality to its online presence. The business owner identified a number of priorities in setting up the business website:

  • Logo & brand identity
  • Overall site design and development
  • Online scheduling functionality

I take a wholistic approach to design and development, by striving to understand the market, the target audience and core business drivers in-depth, so that I can correlate every design decision directly back to helping achieve the business owner’s goals.

Read more about how we built the brand from scratch, below.


Violet Crown Leadership


Branding, Web Design & Development

Project link

design process



We started the project with a questionnaire and follow-up discovery call to explore the objectives, better understand the current challenges, and fully define the goals of the project.

Note: For this project, this step also included development of value proposition statement, company logo and brand identity (colors, fonts, design assets).



The next step involved site mapping, navigation, editing copy, and creating wireframe page layouts. This helped the client understand how the site would look and what messages would be conveyed. Once we agreed on finalized prototypes, I created high-fidelity mockups to show exactly how each page of the website would look.


test and launch.

The visual identity was developed with mood boards and style-tiles, combining visual and verbal cues to make features stick together and personify the brand.

Development happened in two stages, first converting to responsive HTML/CSS and then creating a custom WordPress theme. Once the site was complete, we ran through a test and soft launch checklist to ensure a smooth deployment.