Goals: Create a website to establish Heidi's online presence, attract client and communicate her coaching philosophy
Third Acts Coaching, founded by Heidi Rosenfelder, J.D., CPCC, PCC, offers personalized coaching services designed to help individuals navigate the transition into their "third act"—the phase of life following the conclusion of a traditional career. Drawing inspiration from storytelling, Heidi assists clients in reflecting on their life’s narrative to craft a meaningful and intentional next chapter.
Heidi wanted a website that felt, warm, approachable, and professional, reflecting her coaching style. She emphasized the importance of the website conveying a sense of personal connection.
An original logo and unique color scheme were created for Heidi's website. The color scheme of the Third Act Coaching website is characterized by earthy tones and soft neutrals, evoking a sense of calm, reflection, and intentionality.
This choice of colors aims to create a soothing and inviting atmosphere that encourages visitors to reflect on their life's journey and consider the next chapter with clarity and purpose.
The homepage sets the tone with an inviting, reflective aesthetic that immediately communicates the brand’s mission—guiding individuals through purposeful life transitions. Thoughtful copy, calming visuals, and intuitive layout draw visitors in and encourage exploration.
There are several opportunities for interactivity and movement throughout the website, keeping visitors engaged and encouraging exploration.
Services Dropdown:
The dropdown menu under "Services" encourages users to explore offerings based on their unique needs.
Third Act Palette Boxes:
These visually distinct content boxes, with orignal illustraions, break down the coaching journey into digestible, themed sections.
Testimonial Carousel:
The rotating testimonial feature builds trust and social proof, adding authenticity to Heidi’s coaching approach.
Call-to-action buttons are thoughtfully placed throughout the site—from homepage banners to service detail pages—encouraging visitors to connect with Heidi. Each CTA feels personal and intentional, fostering a sense of trust and prompting meaningful engagement.
To avoid the artificial feel of stock photography, Heidi wanted visuals that felt more authentic, human, and emotionally resonant. Instead of relying on generic imagery, we created custom illustrations that captured the brand’s voice with warmth and intention.
I developed a warm, modern illustration style that balances whimsy with a refined, professional visual tone. Using minimalist forms, stylized characters, and carefully curated color palettes, the illustrations support the site’s narrative tone and user experience, bringing depth and personality to the brand’s story.
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