Everyday People
Branding + Web Design
ROLE
Creative Director
SCOPE
Brand refresh, brand strategy translation, website UX/UI, design system, and client collaboration
OVERVIEW
Everyday People is a coaching and consultancy studio that partners with organisations and individuals to navigate complex transitions through coaching, consulting, and wellbeing programmes. Their work focuses on unlocking sustainable performance and human potential through a deeply people-centred approach.
After a decade of growth, I was brought in to lead a brand refresh that would better reflect the business as it stands today. Working closely with the founder as a strategic partner, the aim was to evolve the brand into something more confident, considered, and aligned with the depth of expertise built over the years.
The project involved clarifying the offer, strengthening the brand positioning, and translating this into a more cohesive visual identity and digital experience. Alongside the refreshed identity, I redesigned the website to improve clarity, usability, and overall user journeys, helping the business communicate its services and values with greater confidence and impact.
The Process
We began by revisiting the strategic foundations of the brand through a deep exploration of its values, vision, and market positioning. Alongside this, I conducted a competitive landscape analysis to understand how similar organisations present themselves visually and verbally. This allowed us to identify patterns and commonalities within the category, and more importantly, opportunities to differentiate.
The focus was to move away from expected visual tropes and instead build a distinctive identity rooted in Everyday People’s unique perspective and personality. We defined a set of core brand attributes to guide the creative direction, ensuring consistency and clarity across all touch-points.
From this strategic groundwork, I developed three creative routes, each expressing a different facet of the brand’s personality and potential future direction, allowing us to explore and align on the most authentic and impactful expression of the brand.
Impact
Elevated the brand perception to better reflect the founder’s expertise and maturity of the business
Strengthened positioning and clarified the overall offer across key touchpoints
Enhanced the website experience through clearer user journeys and more intentional structure
Created a more cohesive and confident visual identity system
Contributed to business growth through improved clarity, credibility, and client engagement