Pathways Navigation
Career Coach
Improved Targeting and Asset Control for Pathways Navigation
Pathways Navigation is a consultancy specialising in career satisfaction, run by life coach Lea Stabler. They had been working with a team to create a stronger communication strategy, and as the company’s messaging and services became clearer, they needed an effective and engaging visual expression that would appeal to their target audience. As well as web design, Pathways Navigation wanted branded visual assets that would help maintain consistency in their communications going forward.
As the redesign was already underway, Beyond the Surface was joining an existing project team. Our first step was to get a sense of the intended outcome, so that we could match our visuals to the company’s new positioning. Working closely with Pathways Navigation and their project partners, we redesigned the website and provided them with reusable brand assets to use across their communication channels. They now feel empowered to continue with the company’s communications strategy independently, using these tools to make Pathways Navigation’s message visible.
Client
Team
“I really rate Francesca as a designer. She’s not only a lovely person to work with – she’s also highly professional, committed to doing a great job, and full of imaginative ideas. I loved what she did with Lea’s website – it turned out brilliantly. She was a joy to collaborate with, and I’d trust her any day to deliver punchy, impactful graphics.”
Tracey Burnett, Marketing Consultant for Pathways Navigation
Brand Identity
When the project began, Pathways Navigation was already an established company with a recognisable brand. Rather than start from scratch, we designed visuals that refined and expanded on that existing brand. This preserved the company’s unique voice and allowed them to continue building on the trust they’d already built up among their target client base.
Web Design
We redesigned Pathways Navigation’s website to be an effective marketing tool, highlighting strategic areas: the call to action, messaging, and pain points. Once the design was complete, it was handed over to a developer, ensuring that they retained complete control of the process. The project team reviewed the developer’s work to ensure that no misunderstandings or inconsistencies crept into the final product.
Custom visuals
In order to stand out from the crowd, Pathways Navigation decided not to use stock imagery. We remixed elements of the company’s logo to create custom images for different parts of their coaching process. These images are 100% ownable and unique, and can be used throughout the company’s communication material for instant brand recognition. The core set highlights the steps of the specific process Pathways Navigation follows for their coaching method, while others are illustrations connected to a service that they provide.
LinkedIn assets
LinkedIn is Pathways Navigation’s social media platform of choice: they use it to share their expertise and communicate with potential leads. To reinforce their social media messaging, we focused on making sure that Pathways Navigation had a set of branded assets consistent with the website. This ensures that every aspect of the company’s online presence is professional and visually consistent.
