Ongoing Website Enhancements for Loeb Leadership
Elevating an established brand through strategic collaboration and thoughtful design execution
Tools & Tech: Built on Squarespace, Integrated Zoho Forms & SalesIQ
My Role: Project Manager, Website Designer, Graphic Designer, Copywriter
Loeb Leadership already had a strong visual brand and a powerful message. When I joined the website redesign project as a contractor with PSM Marketing, the goal wasn’t to start from scratch—but to bring their existing digital presence up to the level of excellence they’re known for.
As part of the extended design and marketing team, I played a hands-on role in the site’s evolution that included building several landing pages from the ground up, ensuring layout, content flow, and brand consistency across devices. While the brand’s visual identity—logo, colors, and typography—was already in place, I helped translate those elements into a more cohesive and engaging online experience.
Project Overview
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Our team set out with a clear mission:
Refresh the website’s structure and feel to better reflect Loeb’s personality—professional and polished, but also deeply human and approachable.
Elevate the user experience through stronger page layouts, impactful visuals, and clearer content organization that guided visitors toward action.
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Since the brand identity was already established, my work focused on enhancing, not reinventing. I was thoughtful about how to use existing elements—fonts, colors, and layout systems—to make pages feel more open, intuitive, and emotionally engaging.
The content Loeb delivers is powerful and rich, so I prioritized clean layouts that allowed information to breathe while guiding users through each journey with intention.
In pages like Retreats and Canyon Ranch, I designed with a focus on spaciousness, imagery, and pacing to convey calm, renewal, and trust—matching the real-world experience of their programs.
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The new Loeb Leadership website strikes a balance between established authority and approachable authenticity. It now reflects the heart of what Loeb offers: tailored, high-impact leadership development with a human touch.
This project was a powerful reminder that great design isn’t always about starting from scratch—it’s about building something better with what you already have.
