Emma Rhodes
Flourish Life Coaching
How we approached Emma Rhodes
Emma Rhodes had been coaching for two years through word of mouth but was ready to attract clients online. Her existing DIY site didn't capture the warmth, depth, or credibility she'd built with in-person clients.
The brief for Flourish was to feel like a trusted conversation rather than a sales pitch. Warm cream and terracotta tones, editorial serif typography, and photography that felt human — not polished-to-perfection stock imagery.
Typography: Cormorant Garamond for headlines · DM Sans for body copy and UI text
Warm cream foundation
#faf6f0 as the base immediately signals warmth and approachability — a world away from the clinical white of most coaching sites.
Terracotta as the action colour
#c4705e is used exclusively for CTAs and key headings. It feels personal and grounded rather than corporate or urgent.
Cormorant Garamond for headlines
The editorial serif brings depth and femininity. It signals quality without pretension — perfect for a coach building intimate relationships.
Full-bleed portrait photography
Emma's portrait is treated as an art piece — full viewport with a warm gradient overlay. It says "this is a real person" before anything else.
Sage as a calming secondary
#7a9e7e appears in section dividers and callouts — it adds a natural, grounded contrast to the terracotta without competing.
Conversational copy structure
Headlines posed as questions ("Ready to live the life you actually want?") draw readers in rather than declaring at them.
"I went from feeling embarrassed sending people to my site to actively sharing it. My first month after launch I was fully booked."
