The existing brand lacked a cohesive visual system and a clear digital experience. The challenge was to create a more contemporary and professional presence while maintaining the personal and authentic connection that is essential within the coaching space.

The project began with a comprehensive review of the existing website, brand perception, content structure, and user experience. Based on these insights, I developed a new visual direction, refined the brand identity, and designed a completely new website experience focused on clarity, credibility, and a stronger personal brand presence.

With the website layouts approved and currently being implemented by a developer, the project has evolved into a broader brand transformation. Building on the newly established design system, I created a brand guide and am currently supporting the redesign of all brand touchpoints, including the logo, workshop materials, workbook concepts, newsletters, business cards, and additional digital and print assets.

The goal is to ensure that every customer touchpoint reflects the same cohesive visual identity and brand experience when the new website and updated brand ecosystem launch together in late summer.

While the new website and brand ecosystem are still in development, the project has already established a clear strategic and visual foundation for future growth. The new design direction strengthens Bettina Hörmann’s positioning, creates greater consistency across all channels, and provides a scalable framework for future digital products, workshops, and educational offerings.

By aligning branding, website experience, content, and supporting materials under one cohesive system, the project is transforming the brand into a more professional, recognizable, and future ready experience.

Coming soon