Design & Build WordPress Site
A collaborative project by two designers, spanning brand strategy, visual Identity, copywriting, and web development.
Project Summary
ROLE: Collaborate on Design & Develop
KEY SKILLS: UX Research & Design, Prototyping, Visual Design
TOOLS: Figma, Illustrator, WordPress, GeneratePress
WEBSITE: Execuvu.com
Outline
overview
This case study details how we developed Execuvu’s brand, defining their voice and identity, creating a meaningful logo, and writing website copy that reflects the founder’s client interactions. We built the site on WordPress with GeneratePress, prioritizing speed and flexibility over heavy page-builder features.
the client
Execuvu is a leadership development and executive coaching consultancy built around custom, conversation-driven coaching. Its founder rejects cookie-cutter leadership frameworks and instead helps executives, founders, and senior leaders sharpen their communication, clarify their strategy, and align their teams; one real conversation at a time. He came to us with a clear point of view but no brand or website to carry it.
the challenge
As two designers working closely together, our job was to translate a genuinely different coaching philosophy into a brand that felt just as different. The Identity needed to hold two things in tension: professional enough for C-suite clients, bold enough to signal “this isn’t another leadership framework.” We defined the brand around six keywords — curious, courageous, trusted, solutions-focused, rebellious, empowering — and used them as a filter for every decision that followed.
Our Approach
Discovery & Voice
We began with deep conversations to understand Execuvu’s coaching philosophy: that strategy is conversation, that leadership is context-dependent, and that curiosity and courage outperform rigid frameworks. From this, we built messaging pillars — Communicate, Connect, Collaborate — and a hero line that captured the brand’s ambition: “Leadership without limits.”
Visual Identity
The logo pairs two arrows in motion, a sky-blue mark loosely built from the letter “E,” and an orange mark echoing a “V,” meeting like a spark. It’s a direct nod to how Execuvu works: bringing people together in conversation to think more clearly and create momentum. The navy wordmark grounds the mark in strength and clarity, while the brighter accent colours carry the brand’s curiosity and edge.
Content Creation
With the voice and pillars established, we wrote site copy in Execuvu’s own language — direct, human, and free of coaching-industry jargon — that covers who they serve, what they believe, and the results leaders can expect.
WordPress Build
We built the site on GeneratePress to keep the codebase clean and fast, avoiding bloat that could slow the site down. Its lightweight, flexible foundation also means Execuvu can layer in a page builder later as their needs evolve, without a rebuild.
Every page was brought to life using the brand’s colour palette, typography, and voice, so the site felt like a true extension of the identity we’d built — not a template with a logo dropped in. Behind the scenes, we also built on-page SEO foundations: optimized page titles and meta descriptions, a clean heading structure, image alt text, and fast load times, giving Execuvu a strong technical starting point to be found by leaders searching for exactly this kind of coaching.
Finale
The Result
Execuvu now has a brand and website that match the boldness of its coaching philosophy; a logo built on real symbolism, a voice that sounds like the founder himself, and a fast, adaptable site ready to grow alongside the business. The client was delighted.