Rod Street is a Lichfield-based leadership coach and former CEO, helping business owners and emerging leaders develop practical, effective leadership skills. After 20 years at the top of British sport, Rod set up Streetwise Leadership and Growth to bring real-world coaching and mentoring to individuals across Staffordshire and beyond – but needed a brand and website that reflected his warm, direct approach
Rod needed a brand and website that worked as his calling card – something that captured his personality, articulated his coaching philosophy clearly and helped him stand out in a crowded coaching market. The brief called for messaging that reflected the realities leaders face: sometimes stuck, sometimes unsure, but always needing to move forward.
Straightforward developed a brand identity built around a simple but powerful idea: the traffic light. Red represents being stuck, orange represents uncertainty, and green represents readiness to go – a visual metaphor that runs through the entire branding.
We created a full set of custom symbolic illustrations and icons to bring Rod’s coaching process to life — from identifying challenges and focusing on the individual, to building skills and providing ongoing mentoring. These illustrations feature throughout the site, particularly on the How I Help and My Process pages, helping to explain Rod’s approach in a visual, accessible way without relying on stock imagery.
The new website design was structured around Rod’s coaching journey – The Challenge, How I Help, My Process, and Mentoring & Coaching – giving prospective clients a clear, logical path through his services, backed by a strong collection of client testimonials from senior leaders across sport and business.
The new brand and website have become exactly what Rod needed: a calling card that works hard for his business. The custom illustrations give Streetwise Leadership and Growth a distinctive, recognisable identity that sets Rod apart from generic coaching websites, while the clear structure and messaging make it easy for visitors to understand his process and get in touch.
Straightforward did a brilliant job developing my website. They were so helpful on the creative brief, understanding the functionality and messaging I needed. Shane couldn’t be easier to deal with and they’d come highly recommended from me.
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