Caroline Adams Coaching | Chicago, USA
Caroline Adams Coaching
Complete Brand Identity & Squarespace Website Case Study
Learn how we helped Caroline Adams Coaching create a vibrant, authentic online presence that reflects her unique approach to career transformation by delivering a bespoke brand identity, full Squarespace website, and ongoing design support.
Authentic brand identity
Engaging, user-friendly website
Integrated coaching services
Enhanced user engagement
Project Overview
The Client
Caroline Adams is a career and mindset coach who empowers professionals to design careers with purpose. Drawing from her own experience in corporate leadership and multiple career transitions, she offers high-end 1:1 coaching and group programs that help clients align their work with their true selves.
The Challenge
Caroline sought a digital platform that authentically represented her dynamic personality and unique coaching philosophy. The goal was to create a brand and website that stood out in the coaching industry—combining professionalism with a fun, approachable vibe. The site needed to clearly present her services, facilitate user engagement, and be easily manageable for future updates.
Our Approach
Visuable Packages
To bring Caroline's vision to life, we delivered:
Squarespace Expert Support
What We Delivered
Custom Brand Identity: Developed a unique logo, colour palette, and typography that encapsulate Caroline's energetic and empowering style.
Engaging Website Design: Built a vibrant, section-based website that guides visitors through Caroline's offerings with clarity and enthusiasm.
Service Integration: Structured content to highlight both one-on-one coaching and group programmes, making it easy for users to understand and access services.
Resource Accessibility: Implemented sections for free resources and success stories to build trust and provide value to visitors.
Responsive Design: Ensured the website is fully responsive, providing a seamless experience across all devices.
The Results
UX & UI Design Outcomes
Authentic Brand Representation: The new design reflects Caroline's unique blend of professionalism and approachability.
Improved User Engagement: Clear navigation and compelling calls-to-action guide users toward services and resources.
Enhanced Credibility: Showcasing client testimonials and success stories builds trust with potential clients.
Scalable Platform: The Squarespace foundation allows for easy updates and future expansion as Caroline's offerings grow.
Creative Execution
Impact and Creativity
Caroline Adams’ homepage captures attention through its immersive, illustrated design—lush greenery, starry skies, and painterly textures create a visual world that’s instantly warm, vibrant, and personal. The artwork establishes a narrative of growth, exploration, and grounding, reflecting the spirit of career transformation. Rather than relying on clichéd visuals or stock photography, the design embraces a handcrafted aesthetic, setting Caroline apart from other coaches. It’s bold, memorable, and undeniably hers.
Functionality and User Experience
We designed the site to guide visitors gently but purposefully through Caroline’s philosophy and offers. Clear sections flow seamlessly—starting with a free roadmap CTA, then into her story, services, and client success. Buttons and links are used sparingly and placed with intention, ensuring users aren’t overwhelmed. The structure encourages thoughtful exploration, much like her own coaching approach. On mobile, the site retains its visual charm and remains easy to navigate, with text and visuals scaling gracefully.
Branding and Storytelling
Caroline’s personality is front and centre. The copy is conversational, honest, and full of voice—anchored by vibrant visuals and intentional white space that lets it breathe. Instead of flashy gimmicks, the brand uses illustrated motifs (like a spotlighted chair and layered foliage) as metaphors for personal clarity and change. Typography is clean and approachable, balancing professionalism with warmth. It’s branding that informs and invites, not performs.
Execution and Design Excellence
Every visual detail—down to the hand-drawn icons and layered landscapes—has been considered to maintain a consistent tone and rhythm. The integration of lead magnets (like the free roadmap download), testimonials, blog features, and CTAs are thoughtfully placed to support conversion without disrupting the experience. It’s a beautifully crafted site where storytelling, brand, and design all work together to elevate trust and emotional connection.
Summary
Through a collaborative and creative process, we helped Caroline Adams establish a vibrant brand and dynamic website that truly reflects her unique approach to career coaching. The result is a digital presence that stands out in the coaching industry, engaging visitors and supporting Caroline's mission to help individuals design careers with purpose.
Brand illustrations courtesy of Caroline Adams Coaching
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