I met Sandy (https://sandyonderdonck.com) through

I met Sandy through a series of mastermind sessions organised by my business coach. From the beginning, I felt drawn to both her work and her presence. She's a Belgian systemic coach who supports people through emotional overwhelm, grief, trauma, burnout and personal growth, often with horses as honest mirrors in the process.

Before creating her brand identity, I became one of her clients. Partly because I was moving through a grieving process of my own, and partly because I knew that experiencing her work first-hand would help me understand what her future clients needed to feel.

This became an important part of the research for this project. I didn't just design from a questionnaire or a visual brief. I experienced the setting, the pace, the emotional safety, the role of the horses, Sandy’s language and the way she gently but honestly guides people through what is there.

Her previous branding and website no longer reflected who she is and how she works. The visual identity felt cold and impersonal, and the website was difficult for her to update without involving a developer. Because every small change meant extra cost and friction, her offers were not always up to date and the site no longer felt like something she truly owned.

For this project, I created a full rebrand and Squarespace website that felt more like Sandy herself: soft yet strong, warm but honest, feminine without being fragile. The new brand identity includes strategy, logo design, colours, typography and photography. The horses are present through the photography and atmosphere, but the brand itself centres Sandy as the heart of the work. The website includes a homepage, about page, offerings page, contact page and individual session pages, with testimonials, a contact form and scheduling through TidyCal.

The biggest goal was ownership. Sandy needed a website that didn't just look beautiful, but also felt like something she could understand, update and grow with. Squarespace made that possible.

I used Finish Layer’s Font Uploads to bring in her custom brand typography without hard-coding, which made the design feel more personal while keeping it easier to maintain. I also used subtle block animations and responsive adjustments to create a calm, gentle experience across desktop and mobile.

The result is a warm, grounded brand and website that better reflect Sandy’s work and presence. When she saw the final website, she was moved to tears. For me, that was the clearest sign that the project had done what it needed to do: give her a digital home that finally felt like hers. 💚