Center for Next Level Performance (CNLP)
New Website Design
Year: 2022
Work: For inMotion Ottawa
Link: cnlpcoaching.com
Introduction
Center for Next Level Performance (CNLP) needed a new website to go with the launch of their rebrand. The website's objective was to encourage potential clients to interact with CNLP coaches, allowing direct one-on-one conversations to explore how CNLP could assist them in achieving their goals. With this objective in mind, I knew there had to be very little distractions, clearly displayed information and obvious CTA’s. This was all especially important because I knew their audience, being large companies and executives, would be short on time and typically needed to make decisions quickly.
Getting their attention
The first task was to make an impression. I knew the audience consisted of people who probably looked at numerous project pitches and sat through many meetings in their typical work day, so impressing them and holding their attention as they landed on the site was imperative. What better way to do this than with a cinematic entrance in the form of a full banner video with just enough information to make them want to know more.
At the end of the video they would have the option to either continue watching for more information, or meet the coaches, which would bring them to the rest of the site. For the restless few, there was always the option to scroll down for the full site.
Sitemap and Wireframes
After discussing with the team how the site would navigate and once messaging was established, I created wireframes to show the basic structure and layout of information along with a sitemap to show how the user would navigate between pages.
Design
I used the brand design guide I previously created to bring life and vibrancy to the layout. The client wanted the graphics, interactions and imagery to brake away from traditional corporate designs so they would stand out from their competitors and catch the attention of the prospective clients. I aimed to achieve this while still limiting distractions. My approach was to use pops of colours, subtle movement, engaging interactions and a decent amount of white space.
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