Brand Creation & Web Design
Aurore Lacas Coaching
Building a Bilingual Brand from
Vision to Reality
Creating a complete brand identity and bilingual website for a life coach bridging French and English markets across three countries
A Brand Built for Global Connection
The Challenge
From Pharmaceutical Expert to Life Coach
After 13 years in the pharmaceutical industry spanning three countries, Aurore Lacas had overcome personal battles with anxiety, burnout, and confidence issues. Her transformation inspired a new mission: helping others navigate similar challenges.
The challenge: Create a professional online presence from scratch that would resonate with both French and English speakers, establish credibility in a new field, and convert visitors into coaching clients.
Key Requirements:
- Bilingual functionality (French primary, English secondary)
- Professional yet approachable brand identity
- Clear differentiation from competitors
- Science-based approach highlighting
- International reach capabilities
- Conversion-focused design
Target Audience:
- French-speaking professionals facing burnout
- Individuals struggling with anxiety and confidence
- People in career transitions
- International clients seeking bilingual support
Brand Identity
Crafting a Visual Language of Growth
We developed a complete brand identity that balances professionalism with warmth, using psychology-driven design choices to create immediate trust and connection.
Color Psychology & Meaning
| Design Element | Choice | Strategic Rationale |
|---|---|---|
| Color Psychology | Calming blues & healing greens | Trust & growth |
| Typography | Crimson Text & Inter | Elegant & modern |
| Visual Language | Growth symbolism | Transformation focus |
| User Experience | Clear coaching journey | Conversion optimized |
Logo Symbolism
The logo combines a central figure with upward growth elements (leaves/wings), representing personal transformation and natural development. The circular background symbolizes wholeness and the completion of the coaching journey.
Design Process
Strategic Design & Development Approach
Website Features & Functionality
6-Phase Program
Discovery Session Booking
Bilingual Content
Mobile Optimization
Strategic Design Decisions
Science-Based Positioning
Leveraged Aurore's pharmaceutical background to differentiate from typical life coaches, establishing credibility through structured, evidence-based approach.
Emotional Color Strategy
Carefully selected blues for trust and calm, greens for growth and healing—avoiding dark colors that could trigger anxiety in target audience.
Story-Driven Connection
Built the About page as a vulnerable, authentic narrative that mirrors client struggles, creating immediate emotional connection and trust.
Clear Value Proposition
Designed every page element to reinforce transformation promise: "From anxiety to confidence" messaging throughout user journey.
Conversion Architecture
Multiple touchpoints for engagement: free discovery session, newsletter, contact form—meeting visitors at their comfort level.
International Accessibility
Built for global reach while maintaining local Vancouver presence, supporting phone, video, and in-person session options.
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