FORTIV: Building an Executive Coaching Brand and Website

FORTIV is Seth Schmidt's executive coaching practice, and The R&D Dept. built the brand and website from nothing. After years coaching with Novus Global, Seth needed a brand that matched the depth of his coaching and a Webflow site that turns visitors into clients. You can see it at fortiv.co.

I'm also one of Seth's clients, which made this one personal. I wrote about that in why I need an executive coach.

What did the FORTIV brand need to say?

We started with the foundation before touching design:

• Archetypes. Hero, calling leaders into courage and strength, and Explorer, guiding them into new territory. Bold and adventurous together.
• Positioning. FORTIV isn't generic coaching. It's a catalyst for leaders to live and lead fully alive.
• Messaging. A simple language system around transformation, integrity and high performance, so every touchpoint sounds like the same voice.

What does the identity look like?

• Logo and symbol. A modern, minimal mark built around strength and upward momentum.
• Color. Grounded neutrals and deep tones, with accents that signal energy.
• Type. Strong, contemporary typefaces that carry authority without feeling cold.
• Imagery. Photography and graphics that feel expansive, like the coaching itself.

How was the website built?

It had to convert, not just look good. Built in Webflow:

• A clear path. Understand the philosophy, explore the offers (1:1 coaching, groups and expeditions), then book a consult.
• Copy with both inspiration and clarity. Leaders need to feel called and guided.
• Clean animation and simple navigation so the brand feels modern and trustworthy.
• Room to grow. The site was set up to add articles, podcasts and case studies without losing its clarity.

What came out of it?

A cohesive brand that captures Seth's coaching: bold, transformative and very human. A professional home that gives prospective clients confidence. And a foundation for content, events and community as FORTIV grows. More in the FORTIV case study.

Quick answers

What is FORTIV?

FORTIV is Seth Schmidt's executive coaching practice, offering 1:1 coaching, group coaching and expeditions for leaders.

Who designed the FORTIV brand and website?

The R&D Dept., a brand strategy and Webflow studio in Costa Mesa, California, built the brand identity and the Webflow website at fortiv.co.

What platform is fortiv.co built on?

Webflow.

Launching a coaching or consulting brand? Let's talk.