Services: Website Design, SEO Set Up, Tone of Voice & Messaging, Branding

Christine McDonald Coaching

A Personal Brand That Balances Big Energy With Professional Polish

Christine was already known for her corporate comms work through The Conversation Company – but she had bigger plans.

She was launching a completely separate business to reach a new audience: ambitious women craving personal and professional growth through coaching, courses and self-led resources. The vibe needed to shift – no suits, no strategy decks, just straight-talking transformation with a softer, human edge.

Her new brand needed to feel lighthearted, joyful, and for the girls – but still sharp and credible enough to charge real money.

What They Needed

– A bold, joyful brand identity rooted in movement, colour and warmth
– Messaging that connected with individual women (not corporate teams)
– A website that was beautiful, clear, and built fast, with room to grow into future offers and resources

The Studio Gaby Treatment

Branding

We kicked off with a collaborative workshop to dig into Christine’s personality, audience and vision. From there, we built a brand identity that radiates positivity – confident, feminine and full of energy.

Think bold type, playful colour combos and uplifting visual details that look like a fresh start.

Deliverables

– Full logo suite (main, secondary, simplified + favicon)
– Bright, cohesive colour palette
– Confident and friendly typography pairings
– Brand guidelines deck for consistency moving forward

It’s giving: woman in her growth era. And her audience instantly gets it.

Tone of Voice

Design without messaging? Not here.

To make sure her copy matched the visuals, Christine worked with Studio Gaby’s go-to SEO copywriter Ali King. Together they ran a Tone of Voice workshop to define her brand personality, key phrases and content pillars.

Deliverables

– A dedicated 60-minute workshop with SEO copywriter Ali King to define Christine’s brand personality, voice and values
– A custom branded Tone of Voice Guide with key phrases, content pillars, and messaging do’s + don’ts
– Complete confidence and consistency across every platform – from her website copy to Instagram captions

The result? A distinct, consistent voice that now powers everything from her web copy to her Instagram captions – clear, empowering and unmistakably her.

Website Design

With brand and voice locked in, we moved fast: a website build designed to get her out into the world now.

Deliverables

– A custom WordPress website – built fast, with strategy at the centre
– Clear, scalable site structure mapped around her goals and offers
– On-page SEO from the start (headings, metadata, image compression, keywords)
– Full setup of Search Console, Google Analytics, and Tag Manager
– GDPR-compliant Privacy Policy, Cookie Policy and Website Terms
– Mobile-friendly, lightning-fast, and built to convert

Everything she needed to show up online as the expert she is — ready to grow, sell, and stand out.

The Results

Christine’s new brand and website now do the heavy lifting.

The visual identity hits the sweet spot between bold and approachable. Her message feels cohesive across every touchpoint. And the site gives dream clients everything they need to say “I’m in.”

She’s now booking clients directly through her site, getting compliments on how well it reflects her energy, and finally has a brand that feels real – not rushed or repurposed from her old business.

Even better? She’s future-ready. With strong foundations in place, Christine can grow strategically into her next offers, launches and products without needing a brand or site overhaul.

It’s what happens when you go all in with branding, messaging and a website that’s built to perform – quickly, confidently, and without compromise.