portfolio > case study for Professional Coaching International website
Professional Coaching International is an executive coaching business based in London, Paris and Abu Dhabi with ‘tier one’ clients.
before...
PCI Managing Director Shân Veillard-Thomas wanted a simple website that would act as a virtual brochure, presenting PCI in exactly the right way to current and potential clients. After some thought and discussion, Shân asked for a design influenced by sites for luxury brands such as Chanel and Lanvin. She wanted the emphasis soundly placed on exactly the right words, without the distractions or abstractions of images.
design considerations
Shân liked the classy feel of featuring white text on a black background. I suggested using white for the headings and navigation, but presenting the contents in silver so that they were easier to read. To add a little colour to the mix, I also suggested some use of teal and a lighter ‘peppermint’ green. I think that teal looks great with white, black and silver, but I also felt these cool colours were apt for a coaching concern. ‘Like spring growth, they make us feel renewed’; cool tones are not only calming but have depth. In particular, teal is ‘fresh and invigorating’.*
Shân suggested the use of the elegant Optima Nova font for the headings, with the narrow Arial font echoing it in the text. She also spent a great deal of time getting the contents right. The text had to be brief and to the point, immediately answering a potential client’s question of ‘What’s in it for me?’
Given the elegance and simplicity of the site, I felt it vital to get the proportions right. So, I divided up the space allocated vertically to the headings and the navigation, and then horizontally to the navigation and the contents, using the ‘golden ratio’ of 1.618.
after...
I believe we certainly achieved our aim of a simple, smart and professional website. The overall feel is classy and direct; definitely a high-end result!
Shân agreed, saying the site is ‘fabulous’, and passing on the positive reactions she had from friends, business partners and clients alike. She added, ‘[You] maintained a business relationship of trust and enjoyment while pursuing and achieving a high level of professionalism. I liked how you made suggestions and guided me - I especially appreciated your touch of genius in choosing the colour (teal) which sets off the site, and for obtaining the Optima nova font so quickly. I have continued to receive praise for the site.’
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* Quotations and information from The Complete Color Harmony by Tina Sutton and Bride M Whelan (Rockport, 2004).