Website project
Different routes. One unmistakable personality.
A vocal-coaching website that gives different kinds of singers a way in, while keeping Katie's personality at its centre.
Available online — view it here
- Web design
- Customer journeys
- Interactive details
Katie Hackney (vocal coach)
The brief
Katie wanted to replace a website she disliked with something that felt like her. It also needed to help different groups of singers find the information relevant to them.
My approach
- Start with five customer profiles and the routes each group needs.
- Combine clear navigation with expressive lettering and an open-mic scene that changes setting.
- Leave room for discoveries that belong to Katie, including a hidden Bat Zone.
The work
The site brings the coaching offer together with hand-drawn lettering, a moving spotlight, changing performance scenes and a private joke for curious visitors. The character supports the coaching story rather than replacing it.
Project note
Project brief based on Sam's account. The gallery shows the live website captured in October 2026. Features such as these are scoped individually and are not all included in the £500 package.
“Sam is wonderful! He made something functional and beautiful. He had so many ideas to bring it to life that it didn't matter that I had no concept myself. He held my hand through the whole process and never made me feel inadequate. He gave me manageable tasks for the information he required to make the website work. It is more than I ever could of dreamed of.”
What this brings to a small-business project