Unmasked
Website still in progress.
Have included final versions of the client approved copy.
The client
Unmasked is a specialist executive coaching and advisory service founded by Elise Oliveri. Her USP is that she offers executive coaching with an ADHD lens for diagnosed leaders and professionals. She also has a range of advisory services for organisations to educate and support with embedding neuroinclusivity into the organisation.
The company itself has yet to be launched, but Elise was keen to get the website and the service offering ready so that it fully represented her brand and services at the launch date.
Click on the image for the full gallery.
The challenge
The target audience for the site split into two main categories:
Private clients: Corporate leaders, with or without ADHD, who are struggling to find alignment between their authentic self and their leadership style. Those who are late-diagnosed ADHD may be looking to find ways to integrate their diagnosis into their identity.
Organisational clients: HR directors and L&D Leaders who want to build neuroinclusivity into their organisations. They will have DEI targets or may have particular pain points related to attrition or overall company performance.
The project was to flesh out the brand voice and service names then create a cohesive site that spoke to each of the target audiences and drew them in for further information. It was important for the site to be clear, intuitive, informative and SEO optimised.
The main objective is to have prospective clients book a discovery call.
The solution
I started researching how to design a site that was appealing to an ADHD brain. I then distilled the client information about objectives, strategy and services to understand the USP.
CTAs are placed throughout the site so at any point a visitor can go straight to booking a call. The site I needed to be inviting for the ADHD brain - so I made design suggestions for dopamine friendly icons, boxes and scannable sections.
For the private client audience, I kept the tone positive and supportive, purposefully staying away from pain points. I wanted to focus on the benefits and strengths of having ADHD as a cognitive advantage.
For the organisational audience, it was important to have scannable data to back up the statistics, so I included ‘info boxes’ and all of the data was referenced. This ensured that the site maintained credibility.
To further cement the credibility of Unmasked, I created a Resources page which included relevant external resources, with an ‘Unmasked take’ and linked them back to the relevant services.
The whole tone of the site is positive, empathetic and informative, leaning into the wealth of benefits for both audiences. I wanted organisations to come away thinking ‘why wouldn't we do this?’ and individuals to feel empowered to get started and fist-pump!