Annette Elson Coaching

Scope: Brand identity, website design, messaging strategy
Platform: Squarespace
Role: Logo design, copy development, UX/UI design

My Approach

Brand Identity

  • Designed a custom logo reflecting strength, movement, and performance

  • Defined a clean, athletic visual direction

  • Established consistent typography and color usage

  • Provided professional photography for clean look

Messaging & Copy

  • Refined copy to speak directly to high-performing athletes stuck in fitness plateaus

  • Shifted tone from generic fitness to performance-focused coaching

  • Clarified transformation outcomes rather than just services

Website Design

  • Structured homepage around authority → problem awareness → proof → action

  • Integrated testimonials strategically before pricing

  • Built clear call-to-action flow for consultation booking

  • Designed for both desktop and mobile optimization

The Outcome

  • Elevated brand perception from local trainer to premium coach

  • Clear differentiation in a saturated fitness market

  • Stronger confidence in sales conversations

  • Positive feedback from clients and prospects