CREATIVE DIRECTION
WEBSITE COPYWRITING
LIFT PRO WELLNESS
Daffney Allwein is so much more than a personal trainer. And while that’s how she started her business—and the way past clients refer to her—she’s acquired professional coaching credentials and a desire to support her executive clients more deeply in their leadership and wellness. Because Daffney is creating a brand of one that’s not easily summed up in a title, she engaged me to help her refresh her website with messaging and copy that speaks to her ideal clients, the transformation they experience, and the connection between mind and body outcomes. The goal with this project was to complete the brand updates so that she could hire new trainers, take maternity leave, and return with the stage set for her refreshed business vision.
"I can't tell you how much I appreciate working with you. Things are really shifting and changing and you've been so integral to that process in giving me voice and clarity. I didn't know what I needed but thank you for getting me." 
Once we clarified Daffney’s vision, I dug deeper to understand her differentiators—that’s where her clients came in. I interviewed three of her clients to uncover the specific language they used to describe her work and how their lives have been impacted by it. With a refined understanding of how to speak to her new audience without isolating her past clients, I wrote copy that fit the updated website wireframe. Feeling the momentum, Daffney engaged my trusted designer, East + Angst for a visual brand refresh. Leaning on me for my ability to “speak creative” I provided guidance on how to lock in a visual identity that matched the look, tone, and feel of the new brand. We wrapped with time to spare before her maternity leave, allowing her to hire two new trainers and explore business opportunities that aligned with her new coaching approach.