Brand Identity & Website Design for Channels Consulting Group | HR Consultant, Coach, & Keynote Speaker | Winston-Salem, NC
SERVICES:
Brand Identity and Squarespace Website Design for a trusted HR Consultant, Coach, and Keynote Speaker
BRAND KEYWORDS:
Professional, Strategic, Empowering, Approachable
Case Study: Strategic Brand Identity and Website Design for an Executive Coach and HR Consultant
This case study shows how I helped Carmen Canales of Channels Consulting Group by creating a fresh brand identity and a clean, professional Squarespace website that’s easy for potential clients to navigate and simple for her to manage. The focus was on clearly communicating her services, who she serves, and her years of experience, while building an authentic connection with her target audience.
The Opportunity
After many years of corporate HR experience, Carmen Canales founded her own consulting, coaching, and keynote speaking business. As her business grew, she needed a design partner to build a website from the ground up and create a compelling brand identity that felt authentic and polished. While her resume speaks for itself, Carmen needed a site that reflected her expertise while remaining simple, approachable, and easy for potential clients to navigate.
The goals were to:
Create a strong brand identity that resonates with the target audience while reflecting Carmen’s personality and depth of experience
Build a clean, user-friendly website that makes services easy to explore
Highlight her coaching, consulting, and speaking services, along with who she serves, in a professional and approachable way
Ensure the website is easy for Carmen to manage and update on her own
Establish a cohesive brand experience across all marketing channels
The Approach
I designed a fresh brand identity and a streamlined Squarespace website that create a cohesive, professional presence while reflecting an approachable style. The site is easy for potential clients to navigate and simple to manage, giving Carmen a platform to grow her services and business online.
Brand Identity Development
A polished visual identity was developed to position the business as professional and trustworthy while staying true to its organic, authentic foundation. This included a primary logo, submark, and cohesive color palette paired with elevated typography, creating a consistent brand experience for use across all touch points.
Site Structure
Service-Focused Navigation: Clear categories for Consulting, Coaching, and Speaking to guide visitors to the right offerings
About & Authority: Highlights Carmen’s experience, story, and client testimonials to build credibility
Conversion-Driven Calls to Action: Prominent “Let’s Work Together” buttons and contact opportunities throughout the site
User-Friendly, Streamlined Layout: Clean homepage and simple menus make the site easy to navigate for clients and easy to manage for the business owner
Performance & SEO Enhancements
Implemented foundational SEO across all pages
Optimized titles, descriptions, and on-page structure within Squarespace
Added ALT text to images to improve accessibility and support search visibility, working within Squarespace’s capabilities
Provided guidance for integrating Google Search Console for access to analytics
Client Experience & Handoff
Provided a pre-project branding exercise to guide creative direction
Integrated key features including inquiry forms to improve workflows
Delivered a custom onboarding guide along with post-launch support
Delivered a final Brand Guide outlining updated brand guidelines and instructions for use
The Outcome
The new brand identity and website achieve the following:
Clearly communicate expertise and professional authority
Provide a clean, easy-to-manage Squarespace backend for ongoing updates
Guide visitors seamlessly to consulting, coaching, and speaking services
Establish a strong foundation for continued online visibility and growth
Key Takeaway
This project delivered a polished brand identity and streamlined website that reflect expertise and an approachable style. The design simplifies how clients explore services while providing a platform that’s easy to manage and grow. Together, the brand and site create a professional, cohesive presence that builds credibility and drives engagement.
