Case study · Website and branding
A memoir and coaching brand for author Chrystal Lee, designed to feel personal even at a browser’s arm’s length.
Dark, but never cold.
A near-black page and a hot-pink accent could read as edgy for its own sake. With a warm author photo and a wall of real reader reviews, it reads as intimate instead.
The brief, in short
The look
A near-black background and a hot-pink accent could easily read as edgy for its own sake, but paired with a warm author photo, a handwritten-feeling script logo, and a full wall of real reader reviews, the effect is intimate rather than harsh.
The page does one thing at a time: sell the book, introduce the author, prove the book resonates, then offer coaching — each with its own section and its own breathing room, rather than cramming a bio, a shop and a booking form onto one crowded screen.
The palette
A closer look
The book, with the same presence, on every screen.
Three choices that carry the whole page
Nine full reader reviews, star ratings included, sit in their own grid — a memoir lives or dies on whether it resonated, and the page lets a lot of real readers make that case at once.
A rendered, slightly angled book mockup gives the cover physical presence, the way a bookstore table does, instead of a flat JPEG.
Buy-the-book and book-a-coaching-call are kept as two distinct sections, so a reader isn’t accidentally funnelled into booking a session before they’ve even read the book.
The process behind the page, start to finish
Chrystal Lee brought us on to give her memoir and coaching practice a site that felt personal, even at a browser’s arm’s length.
A few calls to understand the book, the reader reviews, and how buying and coaching needed to stay separate asks.
The near-black background and hot-pink accent came out of this stage — dark enough to feel honest, warm enough to stay intimate.
Sell the book, introduce the author, prove it resonates, then offer coaching — one section at a time, not one crowded screen.
Low-fidelity layouts to test the pacing — book, author, reviews, coaching — before any of the final visual language was applied.
A 3D book mockup, a full wall of real reviews, and two distinct calls to action that never funnel a reader by accident.
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