Revitalizing Sounding Board's brand to bridge the leadership gap.
— Brand identity / 2024
A confident, premium identity system that repositioned a leadership-development platform for top-tier global enterprises—Intel, EY, and Cloudera among them. Brand voice, visual language, and design system, recalibrated end-to-end.
— 01 / The challenge
Strategic context
A pile of one-off pages, asked to behave like a platform.
As Sounding Board moved upmarket into enterprise sales cycles, the marketing site had to do three jobs at once: tell the refreshed brand story, enable a high-touch sales motion, and convert organic traffic into pipeline. The existing site was a stack of disconnected pages—no shared system, no conversion logic, no room to scale.
I directed the rebuild end-to-end: information architecture, design language, page templates, the build itself, and the analytics underneath it. The site grew to 100+ pages, all running on one system, all pointed at the same business outcome.
100+
Pages designed, built, and governed on a single template system.
60K+
Annual visitors routed into qualified pipeline.
$10M+
In annual revenue the site helped close.
One site, three jobs: tell the story, enable the sale, convert the search.
— 02 / Architecture
IA & navigation
Structure first—so 100 pages feel like one answer.
Before design, I mapped the whole site to how enterprise buyers actually shop: by product, by solution, by the specific leadership gap they're trying to close, and by industry. That logic became a six-branch primary navigation that scales without ever feeling crowded.
Sounding Board— Primary navigation · 6 branches
01Products
- Dynamic Leader Development Suite
- Expand™
- Guide™
- Transform™
02Solutions
- 1:1 Leadership Coaching
- Group Coaching Labs
- Mentoring Module
- On-Demand Coaching
03Leadership Gaps
- New manager pipeline
- DEI & representation
- Cross-department
- Capability gaps
04Industries
- Technology
- Professional Services
- Healthcare
- Financial · Gov · Retail
05Resources
- Blog & Library
- Whitepapers
- Webinars & Events
- Client Stories
06About
- Our Difference
- Our Story
- Team & Board
- Careers
Site map — buyer-shaped, not org-chart-shapedIA / 2025
— 03 / Design
Template system
One design language, expressed across every template.
I translated the refreshed brand into a living web system: Aglet-style display headlines, a generous editorial grid, rounded organic photo masks, and the brand's geometric accents—rings, dotted arcs, diagonal hatches—used as quiet punctuation. Every key page type got a purpose-built template, so the look held from the homepage to the deepest industry page.
Tip — click any screenshot to view the full page
HomepageHero · narrative
ProductsSuite overview
SolutionsCard system
IndustriesVertical landing
Leadership GapsProblem-led
AboutBrand & story
A template isn't a cage. Built right, it's the thing that lets a small team ship fast and stay on-brand.
The homepage, top to bottom—a single narrative scroll.
- Program delivery software, world-class coaches, and proven results, sequenced as one argument.
- Recurring "Request Demo" and "Transform Your Leadership Bench" CTAs anchor every section.
- Proof points—173% interactions, 73% trust—and the founder's Leadership Revolution book build authority.
Homepage — full compositionFigma → WordPress / Elementor
— 04 / Conversion
Pipeline & commerce
From "Request Demo" to add-to-cart coaching.
Enterprise buyers convert on a demo request; individual leaders want to buy now. So the site carried two conversion paths. Alongside the lead-gen funnel, I designed a self-serve commerce experience—Accelerate—where a developing leader picks a coaching level, chooses a 3- or 6-month package, and checks out.
A productized coaching purchase, on-brand and frictionless.
- Coaching-level diagnostic ("You are a developing leader") personalizes the offer.
- Clear package tiles—$1,750 / 3-mo, $3,150 / 6-mo—with a single add-to-cart action.
- The brand's circular photo collage and geometric accents carry straight into commerce.
- Trust built in: a 97% first-coach match guarantee answers the obvious objection.
Accelerate — self-serve coaching commerceWooCommerce flow
— 05 / Content
Resource engine & SEO
A content engine that earns the 60K visits.
Organic traffic doesn't convert if it lands nowhere. I built a filterable Resource Library—articles, whitepapers, and the Leadership Lives series—on a template designed for discovery and SEO: clean heading hierarchy, fast media, and contextual CTAs that route every reader toward a demo or a download.
A library, not a blog roll.
- Search + category filtering across dozens of articles and gated assets.
- Featured whitepaper unit recurs site-wide as a top-of-funnel magnet.
- Consistent card system keeps a large content set scannable and on-brand.
Resource Library — discovery & SEOGA4 instrumented
— 06 / Proof
Client stories system
Proof, templated—so every win becomes a sales asset.
The hardest part of enterprise marketing is making proof repeatable. I built a client-stories index and a long-form case-study template—used for Wellstar, Pivotal, Welkin, and UserTesting—so the team could publish a credible, data-rich story without rebuilding the page each time.
Stories indexLogo-led cards
Case studyLong-form template
Wellstar
Stories
Gaps
AccelerateFull-page compositions — the system at depthShowing 04 of 100+
The program achieved 96% participant satisfaction, double-digit growth in leadership skills, and a 31% higher retention rate for coached leaders.
— 07 / Impact
What changed
A website that became a revenue surface.
The site stopped being a brochure and became infrastructure: a primary asset in enterprise close motions, a self-serve commerce channel, and a content platform the marketing team could ship through without a designer-on-demand bottleneck.
$10M+
Annual revenue the site helped close.
60K+
Annual visitors converted into pipeline.
100+
Pages on one scalable template system.
2
Conversion paths—enterprise demo and self-serve commerce.
”
— The takeaway
A marketing site earns its keep when every page knows the one thing it's there to do.
Peter Loebbecke · Sr. Creative Director