Waymark

The problem

Leadership coaching is personal, but the decision to book starts with practical questions. What would we work on? How long would it take? What does it cost? Waymark needed to answer those questions while giving founders a sense of Elin's approach.

The design challenge was to make an open-ended service feel tangible without reducing it to a rigid program or a list of promises.

What I did

I built the visual identity around a route: quiet greens, stacked stones and a line that moves through the site. The trail became a way to explain the work, rather than decoration around it.

A role picker starts with the visitor's situation—becoming a CEO, leading a larger team or making a difficult decision. From there, a six-month trail shows how the conversations develop. Three engagement options put the commitment and price alongside the work.

The About page introduces Elin as the person behind the service. On smaller screens, the same sequence becomes a clear vertical story, with the next step close to the information that supports it.

What changed

The finished site gives a founder enough context to decide whether a first conversation makes sense. They can explore their situation, understand the shape of the coaching and compare the options before reaching out.

The handover is a small Framer site with editable pages and a recognizable visual language that carries from the first headline to the booking decision.