This case study started as an observation, not a brief.
When I first came across Nick Brand’s LinkedIn profile, it was clear he had depth, experience, and real authority offline but none of that translated online. His profile wasn’t bad, but it wasn’t doing the heavy lifting his role required.
For a senior leadership coach helping people navigate career transitions, doubt, and “what’s next,” the profile needed to feel steady, grounded, and trustworthy at first glance.
The goal wasn’t to make Nick look flashy.
It was to make him feel safe to trust.