Trusted Advisor…RLB Coaching & Career Consulting
Messaging
Website Design & Copywriting
Brand Standards
Logo & Identity
Photography
Background
After spending more than 20 years guiding professionals through career transitions in Human Resources and Talent Management, Roberta Bemiller was ready for a change of her own. Throughout her career, one thing remained constant: her passion for helping people discover meaningful work and navigate career change with confidence.
When the time came to launch her own coaching and consulting practice, she decided to focus entirely on what she does best—helping professionals move forward with clarity, purpose, and confidence.
Robin and I had previously collaborated with Roberta and had experienced her talent, professionalism, and genuine care for people firsthand. We also knew how much we enjoyed working together. So when she began planning her next chapter, we had a deeper conversation about her vision and were thrilled to partner with her to create the brand for her new business.
Design Considerations
Roberta is an experienced professional with an approachable, encouraging personality. Many of her clients come to her during periods of uncertainty—often after an unexpected career change or job loss. Others are making a career pivot after decades in the same role and have no idea where to begin. Some need to conduct their job search discreetly, making trust and confidentiality essential.
With that perspective in mind, we designed a brand that communicates strength, guidance, confidence, experience, and trust while also reflecting Roberta’s warmth, empathy, and genuine desire to help people succeed.
The logo and tagline were created to feel confident, direct, and optimistic. A palette of deep navy and teal reinforces professionalism, stability, and calm, while purposeful touches of orange add warmth, energy, and optimism. Every element of the visual identity reflects Roberta’s coaching style—straightforward, supportive, and empowering.
The supporting materials, including her business cards and LinkedIn banner, continue that confident, approachable aesthetic.
The website intentionally features comprehensive copy. Roberta wanted prospective clients to fully understand her background, process, and services before reaching out. To balance the information-rich content, we incorporated portraits throughout the site, allowing visitors to connect with the person behind the brand and experience the compassion she brings to every client relationship.
Challenges
The project began with a 90-minute Brand Deep Dive interview designed to uncover not only Roberta’s professional experience, but also the personal values, life experiences, and motivations that shaped her approach to coaching. Those insights became the foundation for the website messaging, LinkedIn content, and overall brand voice.
Career coaching is a competitive space, but Roberta’s experience and highly focused services set her apart. Our challenge was to communicate both her extensive expertise and the genuine humanity that defines her coaching style. Because Roberta is the face of her business, every word mattered. We carefully crafted messaging that felt authentic, approachable, and unmistakably her—a challenge we embraced and one the client deeply appreciated.
The photography presented another opportunity to stay flexible. We envisioned an urban outdoor setting that felt modern, welcoming, and optimistic, but unpredictable weather forced us to reschedule multiple times. Once conditions finally cooperated, we moved quickly to take advantage of the consistent natural light. Roberta was an absolute pro, bringing warmth, energy, and plenty of smiles as we made the most of every minute on location.
Success
From Brand Deep Dive to Brand Pop, the entire project was completed in just six weeks. By maintaining momentum and making thoughtful decisions quickly, Roberta launched her business months earlier than she originally expected.
She was especially impressed by the collaborative process, the pace of the project, and how seamlessly we managed the countless design, branding, and technical decisions. One comment she repeated throughout the project perfectly summed up the experience:
“You made my life so much easier.”
By handling the creative direction, production details, and technical execution, we allowed Roberta to stay focused on preparing for her new business instead of getting bogged down in the branding process.
From day one, she began promoting her coaching practice with confidence and enthusiasm, quickly attracting new clients and promising opportunities. Watching her step into this next chapter—and helping create the brand that supports it—has been incredibly rewarding. We’re excited to see her continue doing what she loves: helping others discover what’s next.
Photography
