Call Me Joce — Brand & Web Design for a LinkedIn Business Coach
Joshua Lipka
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Posted Nov 2, 2025
She came to me looking for a visual brand identity and website that would capture her bold energy, modern coaching style, and community-centered mission.
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Timeline
Dec 31, 2022 - Feb 25, 2023
Client Type: Business Coach & Community Builder
Services Provided: Brand Identity Design, Website Design, Visual Strategy, and Marketing Collateral
Overview
Joce is a LinkedIn business coach and thought leader who empowers modern sales professionals to show up authentically, grow their influence, and find their voice online. She came to me looking for a visual brand identity and website that would capture her bold energy, modern coaching style, and community-centered mission.
The result was a confident, high-contrast brand that blends corporate sophistication with creative boldness, a visual language as dynamic as her coaching philosophy.
Challenges
The previous visuals lacked the energy and clarity that matched Joce’s personality and modern coaching style.
Needed to appeal to a dual audience: B2B sales professionals and individual LinkedIn creators.
The website required a strong visual hierarchy to showcase services, community calls, and coaching offers without feeling overwhelming.
Goals
Build a brand identity that feels bold, personal, and approachable while staying credible for a professional audience.
Create a visually engaging website that drives sign-ups, community engagement, and coaching leads.
Develop a design system adaptable for both personal brand content and community branding (Tribe8).
The Solution
Visual Brand Identity
The brand centers around bold typography, neutral photography, and high-energy color pops, especially neon yellow and orange accents, reflecting Joce’s vibrant and fearless personality. The balance of minimal layout and electric color creates instant brand recognition.
Website Design
Built on a clean, scroll-based layout that uses strong typography, call-to-action placement, and modular sections for services, coaching, and community updates. Each section was designed for clarity and visual rhythm, with storytelling that connects emotionally while guiding users toward action.
Community Branding: Tribe8
A sub-brand designed for Joce’s coaching community, Tribe8, features a custom wordmark and identity system that extends her personal brand while maintaining its own unique energy.
Social & Marketing Collateral
Created branded graphics and templates for LinkedIn posts, newsletters, and event promotions to maintain consistency and reinforce the “Modern Seller” theme across all touchpoints.
Results
A powerful, recognizable personal brand that distinguishes Joce from traditional coaches.
Increased engagement and community growth through cohesive brand storytelling.
A high-converting, visually distinctive website that supports her ongoing LinkedIn coaching programs.
Design Elements Delivered
Visual Brand Identity System (Logo, Typography, Color Palette)
Squarespace Website Design + Custom Layouts
Tribe8 Sub-Brand Identity
Social Media Templates (LinkedIn & Instagram)
Email + Newsletter Graphics
Timeline
8 Weeks Total
Week 1: Brand Discovery & Moodboarding
Weeks 2–3: Visual Identity Development
Weeks 4–5: Website Design + Copy Integration
Weeks 6–8: Community Branding & Social Collateral
My Creative Insight
Call Me Joce was about channeling personality through structure, creating a visual identity that’s professional but refuses to blend in. Every design choice was made to help Joce’s voice stand out confidently in the crowded coaching space.