the ayo group
Bringing a Values-Driven Brand to Life
A personality-driven website and flexible brand system for The Ayo Group — bright, beachy, and confident, with a nod to vintage Miami.
background
A strong mission that the website wasn't doing justice
When Amanda from The Ayo Group reached out, she had a strong mission — but her website wasn't doing it justice. While she had a logo and brand guidelines in place, the overall look and feel didn't reflect who she was or the energy she brings to her work. The site felt flat, overly corporate, and disconnected from her bold, people-first approach.
Amanda wanted a brand presence that was professional, approachable, and unmistakably her — grounded in her South Florida roots and infused with a little Miami art deco flair. My job was to translate that vision into a vibrant, strategic web experience.
project goals
More than a visual refresh
- Create a personality-driven website that builds trust and converts ideal clients
- Extend her existing brand system to work across digital and print platforms
- Empower Amanda to manage and scale her website with confidence
This wasn't just a visual refresh. It was about building a flexible design system Amanda could actually use — and feel great about.
visual exploration
Starting with distinct style directions
Amanda is highly visual, but like many founders, she struggled to articulate what she wanted until she saw it. So we started with a few distinct style directions to spark conversation.
These early concept boards helped us quickly align on the vibe: bright, beachy, and confident — with subtle nods to vintage Miami without going full kitsch. From there, I curated a visual language rooted in this beachy style: playful but polished type, and soft geometric accents that brought in that art deco touch without overwhelming the content.
design iterations
From nautical to warm and vibrant
Our first pass leaned too nautical — clean and classic, but a little too buttoned-up for Amanda's vibrant personality. So we refined the palette, swapped deep blues for more saturated teals, and introduced gold and coral highlights to warm things up.
The result was a brand that felt alive: professional but full of heart, polished but still fun.
final build
Site build and implementation
I designed and built the new website in Squarespace, customizing each section to showcase Amanda's services, approach, and voice. To make future updates a breeze, I delivered:
- A custom style guide outlining colors, type, and patterns
- Reusable content blocks for easy page building
- Guidance for blog posts, social content, and marketing collateral
- Light SEO optimization to help The Ayo Group stand out in search
bonus
Print collateral
To round out her brand toolkit, I designed business cards and greeting cards that matched the site's vibe — perfect for client gifting, snail mail, or conferences.
outcomes
A brand she's proud to share
Increased confidence
Amanda now has a brand and website that feel like her — a polished yet personal presence she's proud to share.
Stronger storytelling
The new site helps communicate her values, services, and approach more clearly to potential clients.
Scalable system
With reusable templates and a clear visual direction, Amanda is set up to grow her brand consistently across platforms.
Immediate usability
She's already using the site framework and print assets to support outreach, client engagement, and new offerings.
“I just built a sales page for a one-off coaching offer… and it was soooooo much easier (read: not scary or frustrating) because of the pre-built blocks you made me.”
— Amanda, The Ayo Group
because you can't afford mediocrity
Today's market demands that you ship amazing, world-changing products faster, with fewer people, and smaller budgets.
Outshine your competition
Ship higher quality products
Increase team productivity
