Speak Y’all Website and Brand Extension
Creating the foundation for a public speaking and confidence company to expand to corporate and higher education clientele.
Role
Project Lead, Designer
Timeline
2 years (recurring contracts).
Team
Me.
Stakeholders
Founder/CEO
In collaboration with the founder of Speak Y'all, a public speaking and confidence coaching company, my design studio revamped Speak Y'all's website and brand as the business expands.
At the beginning of the project, I made the following considerations:
Limited tech stack (Wix, ConvertKit) since the website is managed by the founder and is constantly updated.
Past branding and copy written with re:Bloom, recognized by the local community and Speak Y'all clients
Prioritizing the founder’s experience in updating and managing the site as the business expands.
Update: as of fall 2025, the founder of Speak Y'all pursued her business full time, expanding to corporate and higher education clients, as well as ADHD coaching services.
Problem
How might we establish trust and educate potential customers online about Speak Y'all's unique server offerings?
Outcome
20% increase in sales conversions from cold online leads by executing A/B testing
35% increase in time spent on the website (service pages, about page)
24% increase in page speed (on-splash time to load)
Establishing lean processes for easy maintenance
Process
Creating systems the founder would be able to maintain on their own; integrating tools to empower the company's day-to-day operations.
Brand Design
Emphasizing easy-to-customize brand collateral and building on past design work.
Website Design
Building on prior successes (testimonials, evidence of past work) and simple language to help new customers navigate the site.
Strategy
Aligning the copy for service offerings toward target customers and monitoring the company's digital presence.
Expanding the website to communicate new services
With Speak Y'all's new service offerings, we co-designed a new website structure that would enable prospects to find relevant information on the company’s services.
I also created sales copy and altered the information architecture of several key pages to align with the new user stories.
Four Distinct User Stories
As an executive, | As a growing professional, |
|---|---|
I want to see customized offerings for people like me so I can feel confident in how I use my resources. | I want to find glowing testimonials written about my prospective coach so I be at ease as we work through my areas of growth. |
As a conference organizer, | As an HR representative, |
I want to view speaker reels from prospective speakers so I can select speakers who have prior experience speaking at conferences. | I want to see completed training certifications and past experience so I can validate a potential vendor for upcoming employee training |
A glimpse into Speak Y'all's and ADHD Y'all's brand collateral.
Extending the brand from public speaking to ADHD coaching
From Speak Y'all's work with corporate clients and professionals, the founder identified emerging opportunities in ADHD coaching. To differentiate the two offerings, I created a brand extension off of Speak Y'all: ADHD Y'all.
Speak Y'all: enhancements on the original logo for trademarking.
ADHD Y'all: creating a new logo and sharing visual elements for cohesion between brands.
Narrowing down metrics to track future growth
To gauge Speak Y'all's digital performance, the founder and I focused on:
Conversion (to contact Speak Y’all or book a consult)
Average time on site pages (services pages and pages about the company's certifications)
Email list subscriptions
After working together, I have:
received multiple compliments and instances where clients have recognized my brand
booked online consultations through my company website
been able to use my website to support my case for obtaining competitive speaking opportunities at conferences
– Founder of Speak Y'all, Sammie Walker Herrera
Understanding Speak Y'all's sales funnel.
Reflection: improving hand-off, quantitative research, and onboarding pilot
While the project is ongoing, I appreciated the ability to see Speak Y'all grow over time. I enjoyed being able to experiment with my visual design skills through Speak Y'all's brand extension and digital presence.
With more time and resources, I would have liked to explore more micro-interactions and improve the responsiveness of the site.
