Management consulting
Culture Shift Advisors
Tony had a coaching site that looked like every other coaching site. No framework visible, no credibility signals, nothing that explained why you'd pick him over anyone else. Three weeks later he had a brand, a website, a visual framework, and a lead magnet. We're still working together.
- 3 weeks Kickoff to launch
- 5 Service pages built
- Ongoing Still working together
- WordPress
- Figma + Elementor Pro
The problem
Tony Loyd is a former Fortune 500 executive, TEDx speaker, bestselling author, and top 1% podcaster. His credentials are legitimately impressive. His old website said almost none of that in a way that landed.
The site was plain. Generic coaching template energy. Teal and white. No visual identity, no framework, no architecture that showed the depth of what he actually offers. If you landed on it cold you'd have no idea you were looking at someone with that level of credibility behind him.
He also had no clear service structure. The Endurance Leadership framework existed in his head and in his work, but it wasn't visible anywhere on the site. A potential client couldn't look at the page and understand what they'd be buying or how it was organized.
And there was no lead magnet. No way to capture someone who wasn't ready to book a call but was genuinely interested. Traffic was coming in and leaving with nothing to show for it.
The approach
I designed the full site in Figma before touching WordPress. Tony needed to see where things were going before we built anything. The new visual identity used navy and gold with diagonal geometric shapes, a complete departure from the generic teal template. Something that actually felt like a high-end leadership advisory firm.
The Endurance Leadership framework got made visible. Five distinct service tiers, each with its own page: the keynote, the diagnostic audit, the blueprint workshop, the 12-month integration system, and the partner program. A clear architecture a potential client could navigate and understand.
Tony had the concept for the Endurance Advantage Pyramid. I took that concept and built it into an actual visual. Clean, clear, immediately understandable. The kind of diagram that makes a framework feel real and proprietary instead of abstract.
The lead magnet came last. A 15-page PDF, Micro-Practices to Improve Your Endurance, organized around the five Aid Stations of the framework. Designed to match the new brand, built to give potential clients something valuable before they're ready to book a call.
Three weeks from kickoff to launch. Full site, full brand treatment, diagram, lead magnet.
Before and after
In their words
Paula brings a rare combination of design intuition, technical skill, and calm, reliable execution. She listens deeply, asks smart clarifying questions, and then turns around work that feels like she read my mind, but made it better. I trust her with high-stakes brand assets because she has repeatedly shown she can take abstract concepts and turn them into visuals that are crisp, modern, and immediately usable.
The results
Culture Shift Advisors went from a generic coaching site to a fully realized leadership brand in three weeks. The Endurance Leadership framework is now visible, organized, and sellable. The site communicates Tony's credibility from the first scroll.
The Endurance Advantage Pyramid took an abstract concept and turned it into a proprietary visual framework that lives on the site, in presentations, and in client materials. That's the kind of asset that compounds over time.
Tony put it well: she turns around work that feels like she read my mind, but made it better. That's the job. And we're still doing it. Speaker kits, landing pages, PDFs, diagrams. Whatever the next thing is.
- 3 weeks From kickoff to a launched site, brand, diagram and lead magnet
- 5+ Deliverables, from the website to the speaker kits
- Ongoing Still the go-to designer for every new project
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Want results like these?
If your website isn't doing your business justice, let's talk. No pitch, no pressure. Just an honest conversation about what's going on and whether I can help.