BRAND STRATEGY, IDENTITY AND WEBSITE DESIGN FOR KEVIN TAYLOR, CRIMSON PEAK

Crimson Peak is a leadership, communication and negotiation consultancy led by Kevin Taylor, a former hostage negotiator with over two decades of operational experience. Kevin had been running the business for more than a decade, but his digital presence didn't reflect the depth or calibre of his work. This project was a full end-to-end brand and digital build, taking Crimson Peak from no brand infrastructure to a complete, launch-ready presence.

  • Kevin needed more than a website. He needed a brand that could hold the weight of his experience, language that clearly articulated what he does and who it's for, and a digital foundation strong enough to support his ambitions to grow internationally and become a recognised voice in leadership and high-pressure communication.

    Everything was built from scratch. No existing brand guidelines, no tone of voice, no defined audience profiles, no SEO strategy, no Google presence.

    • Brand strategy and audience research

    • Competitor analysis

    • Visual identity and logo design

    • Photography and video art direction

    • Website architecture, design and build (Squarespace)

    • Full website copywriting across all pages

    • SEO keyword research and mapping

    • Technical SEO and Google Search Console setup

    • Google Analytics and cookie compliance

    • Google Business Profile setup and management

    • YouTube channel setup and branding

    • Legal pages — Privacy Policy, Cookie Policy, Terms of Use, Copyright Notice

    • Project management throughout via Asana

  • The project started with a full discovery process. Structured questions designed to extract the thinking Kevin had never quite written down. This produced a complete brand strategy document covering positioning, audience profiles, brand voice, values, and competitors.

    A key insight early on: Kevin's clients aren't just hiring a trainer. They're trusting someone with their reputation, their team, and their outcomes in high-pressure situations. That reframe shaped everything that followed. The language, the tone, the structure of every page on the site.

    Six distinct service areas each needed their own positioning and their own page: corporate negotiation training, executive coaching, keynote speaking, an accredited Level 7 negotiation programme, an accredited Level 6 crisis response programme, and an immersive experiential training day. Every page was written to brief, structured for both humans and search engines, and reviewed methodically with Kevin before going live.

    SEO was built into the process from the start, not added at the end. Primary keywords were identified for every page before a word of copy was written, with supporting and long-tail keyword sets mapped across the full site.

    Throughout the project, all communication and assets were managed through a dedicated Asana workspace, keeping everything organised, visible, and moving efficiently without placing unnecessary demands on Kevin's time.

  • The visual identity was built to carry calm authority. The quality Kevin brings to every room he walks into. A deep navy and crimson palette, semi-serif typography, and a refined logo mark developed through four concept directions before landing on the final version.

    The website was built in Squarespace with a full Fluid Engine layout across every page. Three videos were directed, titled and embedded: a homepage introduction, an About page Q&A, and a Services overview, giving visitors an immediate sense of who Kevin is before they read a word.

    Social assets, Google Business Profile imagery, YouTube channel branding, and LinkedIn banners were all designed within the same visual system so the brand feels consistent wherever Kevin shows up.

  • The site launched four weeks ago. In the first 30 days, with no paid traffic:

    • 584 website visits driven by Kevin sharing the site on LinkedIn and word of mouth

    • 75 Google Business Profile views in under four weeks

    • Multiple enquiries received through the contact forms on the site

    Kevin has shared the site widely with clients, peers and professional contacts and has received strong positive feedback on how it represents him and his work.

KIND WORDS

“I can't thank Purdie enough for the finished website and brand. Without exception, everyone who has seen the website has commented on its professional look. Those that know my business well have also commented on how well it captures the essence of Crimson Peak and the work we do. For me personally, I now have a website and brand I am proud of, and that is absolutely thanks to Purdie and her professionalism. What would I say to someone considering working with Purdie? Quite simply, do it. You will not work with anyone more passionate about not only their work, but also your business.”

— Kevin Taylor, Crimson Peak

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