Case Study: A Soulful Brand and Website for women’s Midlife Coach
When Seana Tomlinson first reached out, she was at the very start of a huge transition in her work life.
After years working as a counsellor, she was pivoting into something new and exciting - coaching midlife women to stop putting themselves last and finally start living life on their terms.
She had the vision. The passion. The purpose. She knew exactly the kind of business she wanted to create and where she wanted to get to.
What she didn’t have? An approachable brand or website that captured the heart of what she was building, or any idea where to start.
That’s where I came in.
From stuck and overwhelmed to clear, confident and ready to grow in her new brand
Like so many of my clients, Seana was caught in that messy in-between: full of big ideas, but completely overwhelmed by the process of building a business from scratch.
She wanted her brand to feel warm, grounded, and supportive—something her dream clients (midlife women ready to rewrite the rules) would instantly connect with.
She booked 2 Party Days and we got to work.
Party Day 1: A warm & inviting brand identity that feels like home
We started with a complete visual overhaul, creating a brand that reflected the kind of coach Seana is: down-to-earth, nurturing, and full of wisdom.
Here’s what we created for Seana’s Branding Party Day:
🌿 A logo suite with submarks and flexible formats
🎨 A rich, earthy colour palette that feels both calming and empowering
✍️ Custom brand illustrations and patterns to bring personality and texture
🔡 Carefully chosen fonts to strike the perfect balance between softness and strength
Seana wanted her brand to feel professional but not corporate. Supportive but never wishy-washy. We nailed that sweet spot.
Seana Tomlinson brand identity board, organised in Canva for easy access
Party Day 2: A five-page Squarespace website that welcomes & converts
A beautifully designed page of Seana Tomlinson’s new Squarespace website
Next, I built Seana a five-page Squarespace website that shows off her new brand and makes it super easy for dream clients to understand what she does and how to work with her.
We kept the copy warm, conversational, and clear. The layout is simple and strategic, with room to grow as her offers evolve.
✨ Think: less overwhelm, more clarity.
✨ Less “where do I even start?” and more “I can do this.”
Phase 1: Applying the new brand identity
Using the gorgeous new brand identity I created on our first day together, I uploaded the warm colour palette to Seana’s new Squarespace template using their site styles. I wanted to ensure a strong branded look, so uploaded custom brand fonts to the new website using CSS and tied it all together with a suite of logos and brand illustrations which I peppered throughout.
Phase 2: Designing an inviting Squarespace homepage
We kicked things off by crafting a warm, welcoming homepage in Squarespace - one that immediately reflects Seana’s expertise, approachable working style, and supportive approach to coaching, while guiding visitors toward her services in a clear, engaging way.
Phase 3: designing the rest of the website pages
Once the homepage was signed off by Seana (she was so happy with the initial look, it was such a confidence booster for the rest of the project!) I created the rest of the pages of her site, including detailed service and about pages and a clear, conversion-friendly contact section - ensuring every page felt cohesive, easy to navigate, and designed to drive enquiries.
Phase 4: brand and Squarespace website support tools
To make sure Seana felt totally in control of her new brand identity and Squarespace website, I shared step-by-step Loom tutorials, gave her access to an in-depth Squarespace training course, and offered three months of email and WhatsApp support. With all this in her back pocket, she can confidently manage and update her site, minus the tech stress.
The final project Results: A soulful and inviting brand and Website That is ready to welcome dream customers to Seana’s new coaching business
Before we worked together, Seana felt lost in the weeds—spinning her wheels trying to figure out where to begin with her new coaching business.
Now?
She’s got a brand and website that reflect her values, speak to the exact women she wants to help, and make her feel excited (not intimidated) to show up and share her work.
She’s building a business that’s aligned, purpose-driven, and so her.
Here’s what Seana had to say about our project:
"The work that Naomi has done for me has really exceeded my expectations.
I booked two party days with her, One to create my branding design and the other to create my new website. Right from the first discovery call, I felt like I was in safe hands and that she really understood me and my business.
I couldn't be happier with the branding and website that she has created for me! I would recommend her without hesitation!"
Why this new brand and website Works
At Howdy Naomi I create personality-packed brands and websites for bold female founders that feel like an extension of them and their values.
Seana’s transformation isn’t just about good-looking design, it’s about giving her the tools to start her new business venture on the strongest possible foundations, attract her dream clients, and grow with confidence, so she can focus on the coaching work that she does best.
If you’re craving a brand and website that’s as dynamic, personality-packed, and growth-ready as your business, let’s make it happen.
It’s time to step into your irresistible rebrand era. Let’s chat!
