Introduction

Hazel Spain, an executive coach specialising in workplace wellbeing and performance, needed professional materials to support her growing corporate training business.

Her existing resources weren’t reflecting the premium positioning required to attract HR directors and L&D teams at established organisations.

What I created

Building on Hazel’s brand identity (created in a previous project), I developed a comprehensive 8-page digital brochure designed for that crucial first impression. When potential clients enquire about Hazel’s services, she can send them professional materials that immediately establish credibility and explain her approach.

Custom illustrations that communicate expertise

Bespoke illustrations bring Hazel’s methodology to life, including a custom process diagram showing her five-stage approach: Analysis, Plan, Design, Implement, and Evaluate.

This visual framework gives L&D managers an immediate understanding of how she works – essential when they’re presenting her services to stakeholders or justifying training investment.

Strategic design that builds trust

The design balances approachability with authority, reflecting Hazel’s coaching style while meeting corporate expectations for professionalism.

Every element was created from scratch to ensure the brochure does the heavy lifting in those early conversations, positioning Hazel as the obvious choice for organisations serious about workplace wellbeing.

The impact

A sales tool that converts enquiries into conversations. HR teams and training managers get everything they need to understand Hazel’s value – all in one professional package that reinforces her premium positioning from the very first interaction.