CASE STUDY 02
CASE STUDY 02
Alexandra Reed
Alexandra Reed
Executive coach & leadership consultant, London
Executive coach & leadership consultant, London
Personal Brand
Personal Brand
Figma
Figma
Framer
Framer
Client
Client
Executive Coach
Executive Coach
Timeline
Timeline
2 weeks
2 weeks
Tools
Tools
Figma · Framer · Unsplash
Figma · Framer · Unsplash
Type
Type
Personal brand website design + build
Personal brand website design + build
THE BRIEF
THE BRIEF
A high-ticket coach whose website needed to match her pricing
A high-ticket coach whose website needed to match her pricing
Alexandra Reed is a London-based executive coach with 10 years of experience working with C-suite leaders. The brief was to design a personal brand website that establishes authority, communicates expertise, and converts visitors to discovery calls. Premium positioning, high-ticket buyers, one person as the entire product.
Alexandra Reed is a London-based executive coach with 10 years of experience working with C-suite leaders. The brief was to design a personal brand website that establishes authority, communicates expertise, and converts visitors to discovery calls. Premium positioning, high-ticket buyers, one person as the entire product.
PROCESS
PROCESS
01
01
Stats in the hero above the fold
Stats in the hero above the fold
High-ticket buyers make fast judgments. 200+ leaders coached, 10 years, 94% retention — three numbers that answer the credibility question before the visitor even decides to scroll. Placing them in the hero rather than a dedicated social proof section means no one misses them. Every visitor sees them within 3 seconds of landing.
High-ticket buyers make fast judgments. 200+ leaders coached, 10 years, 94% retention — three numbers that answer the credibility question before the visitor even decides to scroll. Placing them in the hero rather than a dedicated social proof section means no one misses them. Every visitor sees them within 3 seconds of landing.
02
02
Client results before testimonials
Client results before testimonials
Most personal brand sites lead with testimonials. I put client outcomes first and testimonials second. The logic: outcomes show what changed, testimonials validate how it felt. Reading 'I got promoted 8 months into our engagement' before 'Alexandra is incredible to work with' is more persuasive than the reverse. Results earn the right to ask for trust.
Most personal brand sites lead with testimonials. I put client outcomes first and testimonials second. The logic: outcomes show what changed, testimonials validate how it felt. Reading 'I got promoted 8 months into our engagement' before 'Alexandra is incredible to work with' is more persuasive than the reverse. Results earn the right to ask for trust.
03
03
"Fraunces" for headlines as brand positioning
"Fraunces" for headlines as brand positioning
Font choice is the fastest brand signal on a personal website. Fraunces is a high-contrast serif with a literary, intelligent quality — it signals the kind of person who reads serious books and has serious thoughts. Inter or DM Sans alone would have made Alexandra look like another digital consultant. Fraunces makes her look like someone worth $2000 an hour.
Font choice is the fastest brand signal on a personal website. Fraunces is a high-contrast serif with a literary, intelligent quality — it signals the kind of person who reads serious books and has serious thoughts. Inter or DM Sans alone would have made Alexandra look like another digital consultant. Fraunces makes her look like someone worth $2000 an hour.
THE RESULT
THE RESULT
· 8 sections designed
Hero with stats, logo bar, about, services, client results, testimonials, FAQ, and contact CTA. Every section planned to build on the previous one — awareness to trust to conversion.
Hero with stats, logo bar, about, services, client results, testimonials, FAQ, and contact CTA. Every section planned to build on the previous one — awareness to trust to conversion.
· 2 breakpoints
Desktop at 1440px and mobile at 402px. The two-column hero becomes single column on mobile with portrait photo below the text — the person still visible, just not competing with the headline.
Desktop at 1440px and mobile at 402px. The two-column hero becomes single column on mobile with portrait photo below the text — the person still visible, just not competing with the headline.
· 1 accent color
Cognac brown #8B6F47 on every accent element — labels, buttons, hover states, icon backgrounds. The warmth of the color signals premium without the coldness of black or the genericness of blue.
Cognac brown #8B6F47 on every accent element — labels, buttons, hover states, icon backgrounds. The warmth of the color signals premium without the coldness of black or the genericness of blue.
WHAT I LEARNED
WHAT I LEARNED
Personal brand design is the hardest brief
Personal brand design is the hardest brief
With a SaaS product you design around features. With a barbershop you design around atmosphere. With a personal brand you design around a person — and a person is harder to reduce to a layout. Every decision had to answer: does this feel like someone worth hiring at this price point?
With a SaaS product you design around features. With a barbershop you design around atmosphere. With a personal brand you design around a person — and a person is harder to reduce to a layout. Every decision had to answer: does this feel like someone worth hiring at this price point?
Typography IS positioning
Typography IS positioning
Switching from Inter to Fraunces didn't just change how the page looked. It changed what kind of person Alexandra Reed is. The same content in two different fonts communicates two completely different price points. Font choice is brand strategy, not aesthetics.
Switching from Inter to Fraunces didn't just change how the page looked. It changed what kind of person Alexandra Reed is. The same content in two different fonts communicates two completely different price points. Font choice is brand strategy, not aesthetics.
Restraint is a design decision
Restraint is a design decision
Every instinct was to add more — another accent color, a background texture, a more complex hero layout. Every time I held back. The page works because of what isn't there. The whitespace, the single accent, the minimal footer — they all signal confidence rather than effort.
Every instinct was to add more — another accent color, a background texture, a more complex hero layout. Every time I held back. The page works because of what isn't there. The whitespace, the single accent, the minimal footer — they all signal confidence rather than effort.