Brand refinement and a new website for a career coaching and HR advisory practice focusing on the clients it serves best.
Connect to HR is a career coaching practice and HR advisory, led by Michelle Mendoza. The business had evolved, but its website had not evolved with it. The existing site felt dated, was difficult to maintain, and no longer reflected the depth of Michelle’s experience or the thoughtful, personal way she works with clients.
I worked with Michelle to refine the brand, rebuild the website on Squarespace, and art direct a new photo session. Together they give the practice a warmer, clearer presence and a stronger foundation on which to grow.
The old site had gone years without a redesign and was difficult to maintain. We rebuilt it on Squarespace around a new site map that leads with coaching and gives the blog and newsletter a permanent home, then carried the look through to LinkedIn and Mailchimp banners.
Visitors choose between two clear patchways early: career coaching for individuals and HR advisory for teams. Michelle's background in HR and recruiting appears high on the homepage so visitors recognize her experience right away.
Generic stock imagery was replaced with an art-directed photo session. The results include updated headshots and in-office moments that capture Michelle in action.
The refreshed brand keeps the familiar blues of the original logo and adds warm neutrals and soft accents for a calmer, more personal feel. Every decision is checked against four attributes: relational, reassuring, insightful, and clear.
Position work narrowed the audience to the people Michelle helps most. Those are seasoned professionals considering their next move, and small organizations that want a strategic plan they can carry out.
The original logo stays as it is. A modernized arrow motif, used sparingly, signals forward movement, and new guidelines keep color and type consistent across the site and beyond.
