Coral Coaching
Leadership coaching for senior managers and directors navigating bigger roles, difficult conversations, organizational change, and the moments when the old way of leading stops working.
Richelle came to Aviso with a new coaching business, 15 years of experience inside Meta, Amazon, and Netflix, and a lot of ideas about where she wanted to take it. We helped her figure out what belonged, what didn’t, and what made her work different, then built the brand and website around it.
Project Scope
Brand Strategy Intensive • Brand Identity Refinement • Custom Squarespace Website • Website Copywriting • SEO Strategy • Lead Magnet Design • Content Strategy
Timeline
2-week Brand Strategy Intensive • 1-week Website Design + Build
Launched
August 2026
The Starting Point
Richelle had 15 years of experience advising leaders inside Meta, Amazon, and Netflix. Now she was ready to build a coaching business around what she did best.
Coral Coaching was still evolving, so before we touched the website, we started with strategy.
Through the Brand Strategy Intensive, we clarified:
Her core services and offers
Her ideal clients and primary audience
Her positioning and what would set Coral Coaching apart
The experience and perspective that made her work different
The messaging and stories that would bring it all to life
That strategy became the foundation for everything that followed: the brand, the messaging, and the website.
Strategy first. Brand and website second.
From Inspiration to Identity
Richelle came into the project with a strong sense of what she was drawn to visually. Our job was to find the thread running through that inspiration and turn it into a brand that felt distinctly Coral Coaching.
Using her Pinterest moodboard as a starting point, we developed a warm, confident visual direction with a defined color palette, typography system and custom details like coral-inspired motifs and circular type treatments.
The goal wasn’t to recreate the moodboard. It was to understand what she loved about it and make it her own.
More Than a Website Redesign
The new site needed to do more than look better. It needed to make Richelle’s expertise easier to understand, trust, and act on.
We created a more intentional structure around her services, approach, experience, and client results, then built in room to grow with case studies, a blog, a branded lead magnet, and clear paths to connect.
“I LOVE the aesthetic and look/feel of it. It feels very me and definitely captures the vibe/essence of what I wanted to convey.”
Richelle Safe
Founder, Coral Coaching
The Outcome
Coral Coaching launched with more than a new website. Richelle walked away with a clearer direction for the business, a defined audience and service offering, a brand that feels distinctly her, and a website built to communicate the depth of her experience.
She also has the pieces to keep building from here: case studies that demonstrate her work, a platform for thought leadership, a branded lead magnet, and a clear path for prospective clients to connect.
Most importantly, the business, brand, and website now tell the same story.
HAVE THE EXPERTISE, BUT NOT THE BRAND TO MATCH?
Let’s figure out what you’re building.
If your business has evolved, your ideas are all over the place, or your current brand and website simply haven't caught up yet, this is exactly the kind of work I love.