With over 3 decades in the leadership trenches, including 21 years in private practice as a leadership coach to the influencers, Sally Anderson’s passion is coaching people at their highest level by taking them through an ultimate transformational journey to self mastery. Her life experiences and research have laid the foundation of her world-class modality known as co-creative/equanimous leadership. A meticulously planned, heavily tested, and experiential programme that partners elite performers, top-level leaders/organisations and world changers to achieve unparalleled sustainable transformative results. Having gone through many rebranding processes and website re-designs, Sally came to us for her final rebrand, with a clear strategy in mind. As the sole product designer of this project, I developed a meticulous brand identity, designed low and high-fidelity wireframes, ran user testing sessions and developed a fully responsive website via Webflow.
Sally Anderson came to us with the goal of relaunching her brand and website with a fully new positioning, claiming a very unique space in the market, and targeting highly-trained individuals, CEOs, politicians, global influencers, celebrities, military forces and millionaires/billionaires. As such, the Sally Anderson brand had to convey a balance of mystery, high luxury, authority, power, softness and elegance. These elements had to be all translated across a website experience that was intuitive, interactive, and effectively communicate to the right audience everything about Sally's journey, her process and her offerings.
The first step in this project was for me to take on the brand strategy work Sally had done prior to contacting us, and brainstorm some visual explorations, looking at colours and a typography style for her logo. I wanted to create something that was unique and timeless, but not outdated. The keywords "luxury" and "authority" were extremely important as Sally's target audience includes billionaires, military leaders, politicians, c-suite executives, celebrities... to name a few.
After exploring two concepts, Sally and I narrowed it down to one that reflected the essence of herself, and her work.
The letter-mark and word-mark both reflect the ideas of challenge, inner work, transformation, and a continuous journey, through subtle details such as the intertwined S and A, alterations to some letters and a line at the beginning and end of her name.
The colour palette is reflective of the luxurious, authoritative and elegant nature of Sally's brand. The soft tones evoke luxury, peace, and class, and were inspired by classic and modern luxury interiors, as well as the soft atmosphere a sunset brings. The gold and dark tones add authority, power, and mystery to the brand, striking a balance between high-end luxury and peaceful elegance, catering to the target audience's preferences.
Sally Anderson's brand embodies her transformative work. From nuanced typography symbolising inner challenges to elements representing ongoing growth, every detail reflects the perpetual journey of self-discovery. The carefully balanced colour palette appeals to a sophisticated and high profile audience, creating a visual identity that encapsulates the essence of Sally's empowering approach to personal transformation.
The challenge was to create a website that encapsulated the essence of the brand, as well as communicate Sally's intricate offerings to the right audience. Sally wanted the website to:
• Exude luxury and elegance
• Be highly visual, engaging and interactive
• Display all the information about herself, her services, her methodologies and her books.
I first started by looking at what other leaders in the industry were doing, and found that all the competitor's had very simple websites that didn't leave any particular impression on me. So I went to the drawing board and drew up some sketches, to find creative, visually appealing and user friendly ways to layout all of the content and meet all of the requirements she had set.
I wanted to make sure that despite the extensive copy, the website would retain user attention and create emotion through the visual and the interactions. I wanted users to feel like they were embarked on a journey, as we way to reflect the transformative nature of Sally's work.
I mocked up some low and high-fidelity wireframes and ran some user testing sessions to ensure that although there was a lot of information, the content was clear and logical, the flow of the website was intuitive for users and they could easily achieve their main goals: finding out what service was suited to their needs, and reaching out to Sally.
I chose Webflow as a platform to build the website, due to its impressive CMS features that allowed me to organise the content intuitively, and make it easy for Sally to edit further down the line. Webflow might be a no-code website building platform, but the length of customisation that can be done via the platform is limitless. I was able to create a website that was an experience in itself.
I have gotten amazing feedback from Sally, and the feedback she has received on her brand and website has been nothing but outstanding. She has had a surge in leads via the website, and her new positioning and visual identity has set her as a major leader in the industry.
"Over the years I have worked with MANY branding / web site developers both for myself and for my leadership clientele and without a doubt the experience with Sliced Bread has been one of the most impactful, professional, and exemplary of any brand strategists I have worked with. Their ability to partner you in articulating your vision through the visual online medium and partner you to present yourself in a way that impresses your audience/target market is nothing short of being ‘world class’. I cannot recommend them highly enough if you wish to stand out from the crowd and make a profound difference." - Sally Anderson
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"Wow. First let me just acknowledge you for the incredible vision and continued focus to see that vision realized on your website. It is absolutely stunning and relays your brilliance in word and visuals. I am not sure how I can improve what is already so elegant and powerful."
"WOW Sally. The person who commissioned this website is SUPER-SERIOUS about who they are and what they do. MAGNIFICENT."
"I think your website is a sum of all your knowledge and the world needs it. Even if someone doesn't become a client, just reading through the website is huge. I'm going to go through it again because once is not enough. I couldn't find any feedback to improve it. Great job!"
