Peter Russell is a former ESPN executive with a 21-year career mentoring and developing young professionals at one of the most competitive organizations in the world. Through years of guiding interns and early-career employees, Peter identified a recurring gap: high-achieving young adults felt unprepared to intentionally navigate their careers and life beyond formal education.

This insight led to the creation of Kindling—a course designed to equip individuals with timeless skills, mindsets, and tools to adapt, pivot, and succeed personally and professionally.

To translate Peter’s decades of experience, mentorship philosophy, and personal story into a clear, compelling digital platform that:

Articulates the deeper purpose behind Kindling

Positions Peter as a trusted guide and mentor

Clearly communicates the value of the course and its outcomes

Creates a professional, accessible experience for students at different life stages

Services Provided: Brand storytelling, website design, course structure strategy, messaging refinement, UX/UI design

Developed a narrative-driven website that connects Peter’s ESPN background to his current mission

Clarified Kindling’s value proposition around adaptability, mindset, and lifelong skills

Structured course messaging to appeal to students, young professionals, and career pivoters

Designed a clean, intentional digital experience that feels grounded, thoughtful, and trustworthy

Kindling now has a clear, purpose-led digital presence that reflects Peter’s journey and mission. The website positions him as a credible mentor and guide while making the course approachable and relevant to a wide audience. With a strong narrative foundation and thoughtful design, Kindling is positioned to grow as an ongoing platform for personal and professional development.