Rachael Bonetti
KEYWORDS:
MODERN | CLASSY | DARK
FIELD:
WEBSITE DESIGN
INDUSTRY:
EXECUTIVE ASSISTANT COACHING
With 27 years of experience supporting top leaders, CEOs and billionaires, Rachael Bonetti is a leader in her field, guiding other executive assistants to become valuable assets to their teams and create impactful results within their company. She came to us looking to refine her website design, wanting a dark, moody and more masculine feeling that balanced against elements of femininity. With a focus on typography over imagery or colour, we aimed to create hierarchy and visual interest using mainly letterforms.
PROJECT GOAL
Update and organise Rachael’s current website to highlight her skills and experience as a leader within her industry with a more cohesive design that retains her moody and high class aesthetic to differentiate her from her competitors.
CHALLENGE
With Rachael’s desire to have her website be mostly text - prioritised over imagery or additional colour, this was a challenge that took us away from our comfort zone of designing. Taking us back to basic, looking at visual hierarchy of text and the use of negative space around words to create visual interest, this was an interesting project to undertake.
It served as a great reminder of the foundations of design and how good design is truly about what you can’t see.
SOLUTION
Using two typefaces, both sans serif to retain a modern appearance, we used a variety of point sizes and weights to create visual hierarchy without the need for additional imagery or icons. We also employed the use of columns in our design to help delineate between headings and body text. This differentiation allows for eyes to easily skim down the page and identify relevant sections to their search before reading further into the body text. It also increased the negative space in her existing designs, making the page as a whole feel lighter even when in a darker colour palette.
We did add in additional imagery of Rachael to help enforce the connection between her and her expertise, but used them sparingly across all pages to maintain the uniform look she was after.
Leaning into the modern trend of mixing typefaces in headings, we explored this across Rachael’s website to help add emphasis and draw the eye to specific keywords that would effectively describe Rachael’s offerings.
OUTCOME
Overall, we created a consistent design that has a more organised feel than her original design. Not changing the aesthetic too much, this project was a refinement of Rachael’s ideas, helping her vision and message to be understood more clearly by her audience.
We wish Rachael all the best with her business going forward and we’re so glad she’s happy with the result!
CLIENT LOVE
“Thanks so much I’m so happy with it! Appreciate your work, and your openness.
Best end to my week!!!!”
Rachael Bonetti