Warrick Website Design

For 20 years, James Warrick has been coaching CEOs and their teams at global companies like Nike, Intel, Merrill Lynch, Williams Sonoma, and many others.

James got here because he’s gutsy. The gutsy that asks the questions that you’re dodging. The gutsy that helps leaders stop making it about themselves. The gutsy that helps people listen to their own gut and move forward with confidence.

At the core, James is the leader of world’s most effective business leaders. He’s the one they look to for confidence, direction, and inspiration.

But while his current clients honor his work, potential clients were getting confused.

Challenge

Everyone who met James in-person, ran across his website, or discovered his LinkedIn profile thought he was a life coach.

Which makes sense as he holds a Masters in Coaching and has earned the prestigious credentials of a Professionally Certified Coach (PCC) with the International Coach Federation.

But that was 20 years ago.

Over the past two decades, his business has grown exponentially. But what people saw from the outside didn’t portray the level of work he’s doing on the inside.

James wanted to start from scratch and enter the market in a new way.

Like many business owners, James had been too close to his business for too long to know where to start. And he got stuck trying to communicate about what he offers in a way that people could actually understand.

So James hired us to help. We jumped in on the ground floor to uncover exactly what James does for his clients that’s so special—and how we could communicate that value clearly.

Solution

With the aim of being true to James’ true character and personality—while at the same time giving new clients what they’re looking for—we took a rather scientific approach.

After investing in some branding exercises, we discovered a few keen insights that we’d need to take with us.

We used the data points to develop a Brand Framework that created quick stakeholder buy-in and acted as the roadmap for all of the tactical work we had to accomplish.

“We now have a framework for how to communicate and a clear plan for leveraging our brand with new and existing clients. My brand is stronger than it’s ever been.”

James, Principal at Warrick

A clear path forward

We wanted to avoid making assumptions about James, his work, or his clients. And instead, we wanted to hit the ground running with an in-depth understanding of both he and his client’s motivations.

We helped James identify his core beliefs and his mission, vision, and values. We talked to his clients and developed clear value propositions. And we articulated a unique personality and character for his brand.

It wasn’t long before, James went home with a few tangibles (and intangibles) that forged the path for the future of his company.

• 27-page Brand Framework
• Brand character & personality guidelines
• A clear understanding of how to create rally his small team around a common mission
• Deep knowledge of his target customer and how to inspire them to purchase
• The confidence he needed to move forward

Discovering a deeper desire

Initial research showed that Warrick’s client-base were CEOs at large corporations.

And they hired James for more than to grow in their professional leadership. They hired him to help them feel confident, successful, and inspired.

We clarified three unique value propositions for CEOs that solved both a business pain along with its deep-rooted emotional pain.

Becoming Warrick

In order to enter the market in a new way, James’ wanted to move away from “Take Flight Coaching”—a movement we wholeheartedly supported.

Using Marty Neumeier’s Business Naming Criteria along with our proprietary naming process, we developed 13 strong names that aligned with different aspects of his vision.

But once we discovered that James’ last name (Warrick) meant “strong leader” it was was a unanimous decision to name the company Warrick.

We wanted to preserve the clarity and integrity of the Warrick name so we decided on a bold, typographic logo.

Creating constant movement

In the boardroom, every meeting ends with a single question: “What’s our movement?”

That question became the primary driver behind our creative direction for the Warrick website.

We invested in a responsive website that created an excellent user experience through interaction and movement. We used Javascript to animate SVGs that move your eyes further down the page and deeper into the heart of the Warrick brand.

“Simon and his team were crucial for the direction that I am now taking my company. The relationship I have with Simon is irreplaceable.”

James, Principal at Warrick

Forging a fruitful client relationship

Usually, portfolio pieces like this end with a section titled, “The Shit Nobody Tells You.” In a few short sentences, you get the sense that while the work was great, the client-company relationship went south awful quickly.

But in the best interest of both of their bank accounts, both the client and the service provider tolerated each other and finished the project as quickly as possible so they’d never have to talk to each other again.

That’s not the story here.

The insanely high-quality of work that came out of Warrick’s rebranding and website is simply an overflow of the quality of our relationship.

Structure empowered Warrick to publish a beautiful and effective website, to relaunch their brand, and to bring the value of their services into the light. We look forward to partnering with Warrick in the future to help maintain and advance the meaningful work that we’ve just started.

If you like what you’ve seen here and want to learn more about how we work with clients, read about our approach to relationships.

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