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.
Objective
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
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
Results
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.