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Field Notes from the Digital Prairie

Monday, September 15, 2008

Project Update: Forward Alliance

I recently wrapped up a site design for Forward Alliance, a life coaching and psychotherapy practice run by Ioanna Chaney. It was an interesting process, as it allowed my Design:Intelligent colleague Katie Petrak and me to experience building a small business brand from the ground up.

When Ioanna came to us, she had an existing website that was generally serving her needs; however, she felt that it could use some reorganization and a visual overhaul. She also wanted a postcard-sized mailer that could be used to market her services to other professionals in her building, etc.

the original Forward Alliance website

In our initial discussions, we touched upon the need for a visual identity that would link the website, the mailer, and her business card and decided that the first step was the creation of a Forward Alliance logo (something she had not previously considered). Building on Ioanna's core mission of promoting personal growth, Katie and I collaboratively came up with the mark below.

From there, we moved on to creating the business card and mailer, with Katie doing the majority of the work on these. Ioanna chose to focus these pieces on the message of growth conveyed by the grass portion of the mark, rather than the entire mark, since she felt that they were intended more to market her personal services rather than the business as a whole.

business card


postcard, front

postcard, back

Finally, I set to work on the website. The goals of this portion of the project were to create a standards-compliant (and therefore more search-engine friendly) site, with a cleaner, more polished look that was still friendly, warm, and welcoming. Since frequently updated content is also more attractive to search engines, we also decided to convert the "Tips" section of the previous site -- in which Ioanna had posted some of her favorite quotes and sayings -- into a blog-like section of the site called "New Growth." The tips section has always been a favorite of her clients, and now they have the capability to have new tips delivered directly to the their inboxes or feed readers. If you have a chance, take a look at the site and let me know what you think!

Forward Alliance website, by Aaron Rester

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