Waymark · Website
Waymark
Making six months of leadership coaching easier to picture.
Properties
Client
Elin Hart, leadership coach
Role
Brand, web design, Framer build
Year
2026
Tools
Paper, Framer
The problem
Leadership coaching is personal, but the decision to book starts with practical questions. What would we work on? How long would it take? What does it cost? Waymark needed to answer those questions while giving founders a sense of Elin's approach.
The design challenge was to make an open-ended service feel tangible without reducing it to a rigid program or a list of promises.
What I did
I built the visual identity around a route: quiet greens, stacked stones and a line that moves through the site. The trail became a way to explain the work, rather than decoration around it.
A role picker starts with the visitor's situation—becoming a CEO, leading a larger team or making a difficult decision. From there, a six-month trail shows how the conversations develop. Three engagement options put the commitment and price alongside the work.
The About page introduces Elin as the person behind the service. On smaller screens, the same sequence becomes a clear vertical story, with the next step close to the information that supports it.
What changed
The finished site gives a founder enough context to decide whether a first conversation makes sense. They can explore their situation, understand the shape of the coaching and compare the options before reaching out.
The handover is a small Framer site with editable pages and a recognizable visual language that carries from the first headline to the booking decision.
Outcome
3 ways to work
Clear engagement options, with prices and commitments shown together.
Made with Paper, Framer
Screens and details
From the final designs.
Client note · after launch
Elin Hart
Leadership coach, Waymark
Approved
“Ilse made the six months visible. The role picker starts with what a founder is facing, and the trail shows how we work through it. It sounds like my practice, not a coaching brochure.”
👏 4
🌲 2
on Waymark
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