Tess Russell
Tess Russell is a leadership and personal development coach focused on helping individuals and teams gain clarity, build self-awareness, and move forward with intention.
She needed a brand and website that matched the depth of her work. Something that felt professional and grounded, without becoming overly corporate or impersonal.
The goal was to create a clear, confident brand presence and a website that communicates her services in a simple, approachable way.
The Challenge
Tess wasn’t starting with a broken brand, she was starting without a defined one.
She needed:
A logo that felt simple, elevated, and recognizable
A cohesive visual system she could use consistently
A website that clearly explains her services and builds trust
Messaging that reflects the depth of her coaching without feeling overly corporate or vague
There was also a balance to strike. The brand needed to feel professional and grounded, while still leaving space for personal connection and reflection, which is central to her work.
The Approach
Logo Development
The direction centered around simplicity and structure.
The final mark is a custom “TR” monogram built from clean, geometric forms. The shape is minimal, but still carries a sense of movement and forward direction, aligning with the idea of growth and progress.
The logo was designed to:
Read clearly at small sizes
Work across digital and print applications
Serve as a foundation for additional brand elements
There’s no extra decoration, just a strong, recognizable form that holds up on its own.
Visual System
From there, the focus shifted to building a system around the mark.
The color palette leans into cool, desaturated blues and teals, creating a tone that feels steady, calm, and trustworthy without feeling cold.
Typography is clean and modern, reinforcing clarity and readability across all touchpoints.
Supporting layouts and graphic elements were developed to create consistency across:
Business cards and print materials
Social and digital content
Website components
The goal was to make the brand easy to use, not just visually appealing.
Website Design & Build
The website was built with a focus on clear communication and usability.
Content is structured to guide users through Tess’s services in a way that feels natural and easy to follow. Instead of overwhelming visitors, the layout creates space to think and engage with the content.
Each page was designed with:
Clear hierarchy
Simple navigation
Intentional spacing and flow
The design reflects the same qualities as the brand, calm, structured, and focused.
Full site available here: https://www.tessrussell.com/
