How Winning is Done Website Launch

A while back, I shared the brand board with logo and other elements I'd designed for my client Jen Pestikas and her business How Winning is Done. Jen was, and still is, working full time, so it took a bit more time than this process normally does, but we finally finished earlier this month! In case you never saw the original post I shared on my old website, I've included most of that information again. This time, though, I'll take you all the way to the finished website!

Final Brand Board


Creative Brief

When Jen Pestikas first came to me, she was looking for a brand for her online life coaching business. She wanted a brand identity that would truly reflect who she is and the services she offers. 

The mission of How Winning is Done is to help professional women discover their personal super powers so they can win in all areas of their lives. As a recovering perfectionist herself, Jen wants to help high-achieving women confront the facades they present to the world, so they can be more compassionate with themselves and fully embrace life, imperfections and all. Jen's brand values include compassion, imperfection, truth, joy, surrender and leadership.

Prior to coming to me, Jen had been color typed and came out clearly a black with a pop of color. She also loves fuchsia and magenta, so it made sense to include a bright pink in her branding. I adapted the black, however, to a dark charcoal grey to soften it a bit. 

Mood Board

The mood board I developed is colorful, inspiring and energetic with an emphasis on imperfect shapes and strong typography. 


Discarded Logos

I loved the idea of imperfect shapes and incorporated them, along with handwriting into a number of the logo ideas I presented. My reasoning was to really reflect that idea of imperfection through the handwriting and imperfect shapes, as well as through the color fills that are slightly off in the first option.



In the end, Jen selected the most simple option with a handwritten "W" that is included in the brand board. The imperfect shapes morphed into a 21% skewed shape that proved particularly useful in her online pieces.

I selected Montserrat, a strong and simple san serif font that will be used for headers, along with a slightly more traditional serif font, Aleo, to complement Montserrat and perform as body copy.

How Winning is Done Materials

Because Jen's business will be promoted primarily on-line, the only print piece I designed for her was a business card. We kept that piece quite simple and clean with a two-sided business card with her logo on the front and her contact information and tagline on the back. 

In addition to that piece, Jen asked me to design a Facebook group header, a PowerPoint template she can use for presentations, and a Meetup group page header. 

I included the skewed shape in those three pieces, along with photos of Jen for her group pages. While her color palette includes additional colors, we stuck closely to her four primary colors of hot pink, turquoise, charcoal and cloud. 

We selected a one-page template for Jen's site, although we did add another page to house her blog. We kept it quite simple with photos of Jen, colored bars with reversed out type and simple and clean typography to easily communicate her message. 


Jen was very pleased with everything I developed for her. She wrote about our collaboration,

"I was seeking out a creative partner to build my brand look and website for my new coaching business, How Winning is Done. I was fortunate to meet Kimi online and quickly scheduled a meeting with her. After seeing Kimi’s online portfolio and speaking with her, I knew I found my partner. Kimi is a great listener, has a skilled eye for design and is extremely patient with new business owners. Kimi took the time to get to know me and what I was looking to achieve in my business. She then translated my vision into something truly beautiful. Kimi guided me through the entire branding process from A to Z, including building my logo, business cards, social media masthead, presentation templates and most importantly, every aspect of my website. Kimi is much more than a designer – she is a branding expert. If you’re looking for a partner to get your coaching business visually off the ground, call her immediately!"

For me, I couldn't have asked for a better first online client. Jen was a fantastic communicator, and our back-and-forth work was always so positive and fun. Together, we fleshed out ideas and discussed pros and cons of different approaches. She was such a pleasure to work with. I can only imagine what a great coach she'll be!