Leisl Brooke
Taking a copywriter’s look from homegrown to Level Expert
Brand Design Intensive / Squarespace Website Refresh — Springville, Utah
Brand Evolution
Where Leisl Brooke Began…
Leisl launched her first website back in 2018, and she’s always felt like she couldn't quite capture the essence of who she was and what she offered. She wasn’t standing out from the copywriter crowd or making a statement. She truly felt like her web design and brand kept her from showing up in the way she wanted: confident in her work as an expert copywriter. She had a distinct vibe in mind and couldn’t bring it to life. She wanted a brand she could show off, “something that feels like Leisl Brooke.”
Where Leisl Brooke Is Headed…
Leisl’s brand needs to be modern, but approachable. Though Leisl runs this ship, she is much more than a typical solopreneur. She offers a holistic experience for her clients, from the research she does to the final deliverables of high-converting launch copy. Her brand needs to communicate that level of service, while still being warm and inviting, like her personality. We created brand marks that elevate the maturity of her business, while communicating the quality of her work.
Brand Keywords
Relatable — Intuitive — Detailed — Strategic — Individualized
Target Audience
Leisl Brooke’s target audience is actually two separate personas: one for her 1-1 services and one for the DIY products that she offers.
Bonnie, 52, is a powerhouse leadership coach who works with Fortune 500 level executives, teams, and business leaders. She’s expanded her business model into one that includes group coaching programs, patterned off her one-to-one services.
As she strives to cast a wider net, she’s accepted that she needs to dial in her sales funnel strategy to take some of the heavy sales lifting off of her. She’s just too busy to get into the weeds of dissecting her funnel to find opportunities for improvement on her own. She’s ready to tap in an expert that can take that burden off of her and her team.
Liv, 27, is the fiery, business savvy founder of a boutique graphic design studio that provides one-on-one design services to creative business owners all over the world. In four years she successfully transitioned from being a scrappy solo freelance designer into a creative director leading a talented team of four. She currently brings in multiple six figures working with only ten clients a year.
With her growth, she’s also built up a highly engaged audience of fellow designers who often look to her for help on how they can follow her lead. She’s working to launch a new group coaching program for designers in a little over a month. She knows this offer will be a big investment for her people and wonders if it’s too much. Liv’s hesitant. She’s a pretty good writer (she’s already drafted the landing page herself) and investing in a writer for this program makes her nervous. If she’s going to do it she wants to hire someone she trusts isn’t going to push her audience in that way—and who isn’t going to push her either.
Visual Rationale
We chose these colors because talking to Leisl is easy. She is instantly warm and familiar. So we wanted her website to feel cozy, but still elevated and professional. This palette gives the vibe of expertise without feeling too buttoned-up. It makes the site visitor feel like they are sitting on a couch, perusing her business vs sitting in an uncomfortable armchair in a conference room.
Like the color story, the logo needs to communicate that same warm but elevated feeling. The customized serif brings a touch of sophistication while the straightforward sans serif reminds the viewer that Leisl is an expert at what she does. The perfect balance of personal but established.
In Leisl’s words
“As a conversion copywriter, I knew how to tap into the right words to attract my ideal reader, but the visuals were super shaky for me. It was holding me back from showing up online, since I was never sure how I should present my brand. Enter Lydia. She took my vague idea of how my brand needed to show up, and provided a strong brand identity that was backed up by the data I had on my ideal customers. It was tailored to how my brand was already showing up—she just provided the visual elements that I had tried for forever to tap into. I will definitley be working with Telltale in the future and if you're on the fence about working with them, dooo itt!! You won't regret it.”