After 13 years in the pharmaceutical industry spanning three countries, Aurore Lacas had overcome personal battles with anxiety, burnout, and confidence issues. Her transformation inspired a new mission: helping others navigate similar challenges.
Create a professional online presence from scratch that would resonate with both French and English speakers, establish credibility in a new field, and convert visitors into coaching clients.
Key Requirements:
Bilingual functionality (French primary, English secondary)
Professional yet approachable brand identity
Clear differentiation from competitors
International reach capabilities
Conversion-focused design
The Strategy
Strategic Design & Development Approach
From expertise to positioning: a clear brand system for bilingual growth.
1. Discovery & Research
Analyzed competitor weaknesses, identified market gaps, and developed positioning strategy for the French-speaking coaching market.
2. Brand Development
Created complete visual identity including logo, color palette, typography system, and brand voice guidelines for bilingual communication.
3. Content Strategy
Developed a storytelling approach highlighting Aurore's journey and clearly presenting her self-created 6-week program and offers with conversion-focused messaging.
4. UX Design
Mapped user journeys from awareness to booking, optimized for both French and English speakers with clear conversion paths.
5. Web Development
Built responsive, accessible website with booking integration, contact forms, and newsletter functionality optimized for conversions.
6. SEO Foundation
Implemented bilingual SEO strategy targeting Vancouver local market and international French-speaking audience.
Website Features & Functionality
6-Week Program & Offers
Positioned Aurore's existing 6-week framework and offers with a clear progression path for prospective clients
Discovery Session Booking
Integrated scheduling for free 30-minute consultations
Bilingual Content
French-first approach with English accessibility
Mobile Optimization
Fully responsive design for all devices
The Work
Crafting a Visual Language of Growth
We developed a complete brand identity that balances professionalism with warmth, using psychology-driven design choices to create immediate trust and connection.
Dedicated page screenshots are queued and will be added in this section as soon as approved assets are available.
Color Psychology & Meaning
Trust
Calm
Growth
Balance
Clarity
Design Element
Choice
Strategic Rationale
Color Psychology
Calming blues & healing greens
Trust & growth
Typography
Crimson Text & Inter
Elegant & modern
Visual Language
Growth symbolism
Transformation focus
User Experience
Clear coaching journey
Conversion optimized
Logo Creation
Custom logo designed during the project to establish a clear and trustworthy bilingual brand signature.
The logo combines a central figure with upward growth elements (leaves/wings), representing personal transformation and natural development. The circular background symbolizes wholeness and the completion of the coaching journey.
Results
From Zero
Brand Identity
French & English
Languages
3 Countries
Target Markets
4 Weeks
Project Timeline
Strategic Design Decisions
Science-Based Positioning
Leveraged Aurore's pharmaceutical background to differentiate from typical life coaches, establishing credibility through structured, evidence-based approach.
Emotional Color Strategy
Carefully selected blues for trust and calm, greens for growth and healing—avoiding dark colors that could trigger anxiety in target audience.
Story-Driven Connection
Built the About page as a vulnerable, authentic narrative that mirrors client struggles, creating immediate emotional connection and trust.
Clear Value Proposition
Designed every page element to reinforce transformation promise: "From anxiety to confidence" messaging throughout user journey.
Conversion Architecture
Multiple touchpoints for engagement: free discovery session, newsletter, contact form—meeting visitors at their comfort level.
International Accessibility
Built for global reach while maintaining local Vancouver presence, supporting phone, video, and in-person session options.
Xavier created my WordPress website for my life coaching business, and I couldn't be happier with the result. He was incredibly attentive to my needs, making sure the final product truly reflected who I am, my values, and what I wanted to communicate. The result went beyond my expectations. It's not only beautiful and professional but also perfectly aligned with my vision. I've received nothing but compliments from my clients about the site!
Built With
WordPress — CMS and content management
GeneratePress — Theme framework for lightweight, customizable layouts
Custom CSS — Brand-specific typography and color system
Whether you're starting fresh or transforming your business, we create brands and websites that connect with your ideal clients and drive real results.
