Résumé
Albrina Coleman

03 — Executive Branding / Website Design Concept

Albrina Coleman

Concept previewView the concept preview

Overview & status

ROWPD positions Albrina Coleman as an executive right of way consultant who understands both sides of the table: the agency that sets the requirements and the team that delivers them. The concept turns a technical, regulation-heavy field into a confident, editorial executive brand.

A website concept for ROWPD (Right of Way Project Delivery), Albrina Coleman's executive consulting brand. Shared as a working concept preview with draft copy. It is not a live website yet.

My role

  • ✦Creative direction
  • ✦Executive brand positioning
  • ✦Editorial layout and art direction
  • ✦UX/UI design
  • ✦Copy direction (draft copy)

The challenge

Right of way consulting is technical and often invisible. The site needed to communicate public-sector credibility, private-sector execution and a human, people-first approach, without reading like a CV.

Strategy & creative direction

Lead with a cinematic infrastructure image and a clear promise, then frame her value as 'same rules, different responsibilities': public-sector perspective, private-sector execution and people impacted first. Services move in a slow editorial marquee, and every route ends in a consultation.

Design process

  1. Step 01

    Positioning

    Distilled her public- and private-sector experience into one clear executive message.

  2. Step 02

    Editorial layout

    Oversized serif headlines, aerial infrastructure photography and generous negative space.

  3. Step 03

    Colour directions

    Three palettes for client review: Oxblood Dominant, Charcoal Executive and Ivory Editorial.

  4. Step 04

    Client review

    Built a working preview with a side-by-side palette comparison and a feedback tool.

Screens & approved visuals

Homepage hero with colour-direction switcher, desktop concept
Homepage hero with colour-direction switcher, desktop concept
'Same rules. Different responsibilities.' positioning, desktop concept
'Same rules. Different responsibilities.' positioning, desktop concept
Homepage hero, mobile concept
Homepage hero, mobile concept

Key features & decisions

  • Editorial homepage

    Cinematic hero, positioning pillars and services marquee.

    Prototype built

  • Services and About & Consultation pages

    Relocation, negotiation, project and program management, real estate and more.

    Prototype built

  • Three colour directions

    Live palette switcher with a side-by-side comparison page.

    Prototype built

  • Client feedback tool

    In-page feedback for the review round.

    Prototype built

  • Consultation requests

    Request-a-consultation route.

    To confirm

  • Final copy

    Copy is marked as draft pending approval.

    Concept

Outcomes

Concept preview shared for review. Not launched yet.

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