Industry
Business Coach
Client
Martlet
A brand and digital presence for a leading business, life and athlete coach
Clare Downes has vast experience in coaching business leaders, athletes and young adults.
Clare approached me to create a logo, brand identity and website that brought together her offering under the name of Martlet. She wanted an identity that represented her, her approach and what she did. She also wanted something professional, but without falling into any cliched imagery usually associated with her profession. I also built an 8-page website using the Wix platform at Martlet.life, to showcase her offerings and experience, and help her start to build her online presence as Martlet.
Stylescapes were put together, following research and Clare's feedback from the brand questionnaire, to get an overall visual direction of the brand. Once a direction was chosen we tweaked design elements, introducing pebble content containers and an abstract AI-generated bird bird pattern.
We then progressed onto the logo, taking steer from shared research and the brand questionnaire. The Martlet is a mythical bird with no legs that is found in heraldry, that takes flight and never lands. Four options were presented in line with different directions Clare wanted to explore, with the chosen option featuring a small bird logomark paired with a modern, heraldic-inspired font. The letterforms were adapted to give the bird momentum, with the L, E and T given upward slants that highlight the progressive flight of the martlet.
With the logo and wider brand identity pinned down, we progressed onto the website design and build. This was built on the Wix platform and using an efficient process we were able to design and build simultaniously to produce an 8 page website that showcased the new identity, but more importantly shared Clare's expertise and enthusiam in the coaching services that Martlet are able to provide.
