When Regina Fasold decided to make a shift from the corporate grind to full-time private one-on-one coaching, she wasn’t about to settle for basic. Regina came to us wanting a brand identity that mirrored her passion for functional medicine and health-focused career coaching, while radiating the same professionalism she’s known for by some of the largest corporate brands in the world. We took on the challenge and then some by crafting a refined brand identity, building out a sleek Showit website, and taking the reins on creative direction, including a stunning brand photo shoot. Here’s how we made a complete brand transformation for an executive coach happen.

The Pivot: From Corporate Power Moves to Private Coaching

Regina’s career change wasn’t just about swapping boardrooms for Zoom rooms, it was about bringing the unique skills and grit she developed in the corporate sector to the world of health and life coaching, with an emphasis on empowering career professionals. Think: giving clients the tools to thrive in their jobs and take care of their well-being.

But to appeal to her new audience, Regina needed a brand that would resonate with a professional who don’t have time for anything less than extraordinary. We knew that Regina’s story was unique, and her brand needed to reflect that. That meant going beyond the basics to truly capture her multifaceted approach—corporate wisdom meets holistic health.

Brand Identity Development: Crafting a Visual Presence That Commands Respect

We kicked things off by diving into brand strategy and identity development. Regina’s new look had to convey professionalism, trustworthiness, and approachability. It needed to feel grounded in health and wellness while keeping a polished edge.

We landed on a refined color palette of neutrals with a pop of color that was ultimately carried out throughout her brand imagery. The logo? A sophisticated monogram that exudes both strength and elegance, just like Regina.

Creative Direction: Planning the Perfect Brand Photos

We knew that Regina’s website would need imagery that would do more than simply fill space; it needed to amplify her message. That’s why we took the role of creative director seriously when helping her plan her brand photo shoot. From choosing the right photographer to preparing a brand shoot guide that ultimately helped her curate outfits that would complement her brand colors as well as planning specific shots to get. Every detail was planned to help Regina feel prepared and to ensure consistency in the final imagery.

The end result? Photos that look like a million bucks—and more importantly, feel like Regina.

Image credit: Andi Mans

The Showit Website Design: Where Functionality Meets Flexibility

For Regina’s website and because we didn’t feel that Regina’s goals required a custom-built website, we started with a TONIC template as the base of everything we did. Why reinvent the wheel, right? Our goal is always to find the best fit for our client to make the biggest impact. This also allowed our budget to be utilized for other things such as creative direction and copywriting.

We customized the template to ensure it wasn’t just a pretty face, but exactly what Regina needed. The navigation is intuitive and we worked through copywriting that takes the user on a journey from curiosity to booking a consultation. The goal was to create an online experience that embodied the same energy and expertise Regina brings to her clients—dynamic, impactful, and refined.

We also developed impactful sales pages for her signature courses and the cherry on top of it all was infusing her brand imagery throughout that helped to curate a very strong and cohesive feel.

The End Result: A Brand and Website That Drive Real Impact

The transformation is real. Regina’s brand now embodies her unique blend of executive expertise and holistic health wisdom, offering a polished yet inviting experience for her audience. Her website has become a digital extension of her coaching practice, designed to attract the right clients and inspire action.

Key Takeaways: What We Learned and What You Can Too

1. Don’t Just Rebrand—Transform. If you’re going to pivot, make sure your new brand doesn’t just look different; it should feel different too.
2. A Template is Just a Starting Point. Customization is key to turning a good website into a great one.
3. Your Imagery Matters. Photos that capture the essence of your brand aren’t optional; they’re essential.

Could Your Brand Use a Makeover?

If Regina’s transformation has you feeling some type of way about your own brand, we’re here to help. Let’s craft something that doesn’t just look good, but drives results. Reach out, and let’s get started.