A woman is sitting on a stage in front of an audience during a presentation or seminar. The audience is seated and listening attentively, with some taking notes. The room has an industrial style with exposed ductwork and brick walls. The overlay text promotes world-class training and community for thought leaders, with a green button labeled 'Explore Programs'.

Heroic

My role
Fractional Creative Director
UX and Visual Design

As HEROIC expanded their world-class thought leader trainings, this beloved organization needed to clarify their brand and unify their collateral. We built a flexible wordmark system around their new curriculum program, fine-tuned their voice + tone, and launched their new website to coincide with their expanded offerings.

The existing brand system came to life in a new way with a simplified color palette, playful grid, and overlapping shapes inspired by the “+” in their logo.

Testimonial section with a photo of Todd Herman, a keynote speaker, and a quote about speaking engagements.

Word of mouth and recommendations were a major source of new business, so we did a lot of storytelling throughout the site to paint a picture of the ideal HEROIC candidates.

Screenshot of a website called HEROIC Speakers promoting public speaking training programs. The page features an auditorium with a stage and audience, program highlights, and information targeting professionals, activists, entrepreneurs, and leaders.
Screenshots of five different mobile app screens related to public speaking programs, courses, and events.
An informational webpage about a curriculum, featuring sections on core skills, a breakthrough experience, VIP visionary, VIP subject matter expert, and mission-driven leader, with images of people at a conference or seminar.

Robust program content was re-organized into summaries and easy-to-digest bundles, to help with scanning and comprehension.

Two men speaking, one wearing glasses and a black shirt, the other with orange glasses and a blue shirt, in a studio with a blurred background. An overlay button says 'Watch the video'. To the right, there is a section titled 'The Program' with a description of an active 12-week speaking business course, accompanied by a list of program features such as weeks, lessons, sessions, and additional resources.

Because each course is a big investment for most students, course detail pages included a full breakdown of course sections, frequently asked questions, and value propositions. A sticky menu helps you navigate the long-scroll, and in-line CTAs allow you to take the next step whenever you’re ready.

A collection of presentation slides on branding guidelines, including sections on logo, curriculum marks, color, typography, graphic elements, photography, and in use.

Select pages from the HEROIC guidelines – built after the website, to summarize and document the creative system we had built. The guidelines have continued to grow in the hands of their fulltime designer

Visit the HEROIC site

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