Reasoned Coaching

FernTree partnered with Reasoned Coaching, led by Angela Brown, to create a cohesive digital presence that reflects her work with individuals and businesses. FernTree developed the brand identity—including the logo and design palette—and designed an immersive, user-friendly, accessible website. Key features include a secure, password-protected members' area with reCAPTCHA, integrated booking capabilities with client profile management, and a blog to support ongoing content and thought leadership.
The design choices throughout this website are a direct reflection of the client, requiring a thoughtful connection between FernTree and Ms Brown’s personal story. Knowing that she spent a significant portion of her life in Central Asia and the Middle East, FernTree incorporated culturally resonant elements such as the Eurasian hoopoe—a bird native to the region—into the color palette, as well as roof crosshatch patterns inspired by traditional Central Asian yurts into the site’s visual assets.
These references, paired with a carefully refined logo developed through several iterations, brought together key elements of the client’s aesthetic and personal preferences. The final logo honors Ms. Brown’s unique affinity for orange, circular forms, and upward-moving symbolism, resulting in a brand identity that is both deeply personal and visually cohesive.