Alto´e
Brand identity and WordPress site for a corporate coach
[!SUMMARY]
Languages PHP, CSS, JavaScript, HTML Tech stack WordPress, Elementor, Polylang Skillset Brand Identity, UI/UX Design, Web Development
Context
I was brought in by a business partner, Daniel Eppling, to manage the end-to-end web presence for Alto´e, his newly created corporate coaching and organizational transformation consultancy.
The project included defining the initial brand identity, wireframing the user flow, configuring web hosting, building the site itself, and providing ongoing security and content maintenance.
Because the vast majority of Daniel's business is generated through networking and personal contacts, the website did not need an aggressive sales funnel, but It had to serve as a professional, comprehensive credential that demonstrates his expertise and outlines the courses, books, and seminars he offers.
Brand Identity
The first step involved designing the logo and broad brand identity. The client requested they be anchored around four specific colors that represent his core coaching philosophy. After an extensive, iterative design process, a logo and specific color palette were selected.
UX Design
The main challenge regarding user experience was structuring Daniel's extensive list of services without overwhelming the visitor:
- Progressive Drill-Down:
I constructed the site so that it first introduces broad concepts and slowly allows users to drill down into more detail as they explore sub-pages and menus. - Targeted Landing Pages:
Over time, we adapted the flow so that specific sub-pages now act as landing pages of sorts. Daniel can send these specific links when initiating contact with prospects, utilizing contact forms specifically configured for each seminar or offering.
| Gallery | |
|---|---|
 |
 |
Technical Architecture
At the client's request, the site was built using WordPress to ensure it could be easily maintained in the future. Having a lot of experience with the platform (both for personal and professional projects), I decided to find a good middle-ground between custom code and existing themes/plugins for good performance and easy maintenance:
- Core Build:
I picked a base theme that used the Elementor site-builder to speed up the initial setup. - Custom Child-Theme:
I then wrote a custom WordPress child-theme to handle the customization that is difficult or impossible with site-builders. This custom code ensures that branding remains strictly consistent across every component, applies specific graphical styling (like custom CSS gradient separators), and allows me to create detailed UI/UX components, such as complex sets of "show more" content togglers. - Localization:
I implemented and configured Polylang to make the site English-French bilingual, and personally proofread the client's English translations to ensure a natural, professional tone.