02 — Client project / Dublin
Life Coach Irelanda calmer digital experience
A coaching brand built around clarity, confidence and trust. David Yaffe works one-to-one with people dealing with anxiety, overthinking, low confidence and periods of feeling stuck.
The website needed to communicate emotional safety without feeling clinical, spiritual or generic. The result is a softer, more human digital identity built around clear messaging, thoughtful interaction and a calm visual system.
- Client
- David Yaffe
- Project
- Life Coach Ireland
- Category
- Life Coaching / Wellness / Personal Brand
- Location
- Dublin, Ireland
- Year
- 2026
- Scope
- Brand & Web Design, Art Direction, Copy, Build
Live — life.coach.aucate.com
From information-heavy
to calm, clear, personal.
The existing website carries everything a prospective client might want to know — anxiety, confidence, mindset, career, relationships — in long blocks of text on a single flat colour. The redesign keeps David’s voice and gives it room to breathe.
Before / Original website
After / Aucate concept
The challenge
Life coaching websites usually fall into one of two extremes.
Extreme one
Generic corporate professionalism.
Extreme two
Overly soft wellness cliché.
The goal was something calm and emotionally intelligent that still reads modern, premium and credible — a site people trust before they have said a word about themselves.
A quiet serif, set large and low-contrast. Statement without volume.
Rounded panels, generous internal space, one clear next step per card.
Real light, real rooms. A person you could sit across from.
The primary action is an invitation, not a sales prompt.
The direction
Built aroundhow it should feel.
- 01Calm visual hierarchy
- 02Emotionally resonant messaging
- 03Approachable but premium typography
- 04Soft colour relationships
- 05Human photography
- 06Subtle animation
- 07Clear conversion paths
- 08One-to-one positioning
The experience
From recognising the feeling to starting a conversation.
- 01Recognition“That is exactly how my week feels.”
- 02UnderstandingHow David works, and why it is a conversation, not a programme.
- 03OptionsAnxiety, life and younger-client coaching, plainly separated.
- 04ReassuranceAbout, pricing and FAQ answered before they are asked.
- 05ContactOne calm invitation: book a first conversation.
The approach section does the heavy lifting: four steps, no jargon, and enough air around them that nothing feels like a sales funnel.
Mobile — set again, not shrunk down
The whole page, top to bottom.
Scroll to move through it
View live site 
Read it live↗About David
See the booking flow↗Pricing & first conversation
Different business. Different audience.Different visual language.
I don’t design around a house style. I build the visual system around the business — its audience, its tone, and what someone needs to feel before they get in touch.