Case Study: Developing the Fortiv Brand and Website

Introduction

Some projects are about refreshing an existing brand. Others are about creating something entirely new — from vision to voice to digital presence. Fortiv was the latter.

When Seth Schmidt set out to launch his executive coaching practice after years with Novus Global, he needed more than a logo or a website. He needed a brand that matched the depth of his coaching and a digital home that conveyed clarity, confidence, and transformation. That’s where we came in.

Brand Strategy & Archetype

Our first step was to define the brand foundation:

• Archetypes: Fortiv draws from the Hero (calling leaders to step into courage and strength) and the Explorer (guiding clients into uncharted territory and new horizons). Together, they create a brand personality that is both bold and adventurous.
• Positioning: Fortiv is not “just coaching.” It’s a catalyst for leaders to live and lead fully alive.
• Messaging Framework: We developed a clear language system around transformation, integrity, and high performance, ensuring every touchpoint speaks with the same voice.

Visual Identity

With the strategy set, we turned to design:

• Logo & Symbol: A modern, minimalist mark that communicates strength and upward momentum.
• Color Palette: A grounded mix of neutrals and deep tones, balanced with accents that signal energy and action.
• Typography: Strong, contemporary typefaces that reinforce authority while remaining approachable.
• Photography & Graphics: Imagery that feels expansive and aspirational, aligned with the coaching journey.

Website Development (www.Fortiv.co)

The site needed to do more than look good. It needed to convert visitors into clients while reflecting the depth of the Fortiv brand.

• Structure: We designed a clear user journey — from understanding Fortiv’s philosophy to exploring coaching offers (1:1, group, expedition) to booking a consultation.
• Content: Every page was written to balance inspiration with clarity. Leaders needed to feel both called and guided.
• Experience: Built in Webflow, the site uses clean animations and intuitive navigation, ensuring the brand feels modern and trustworthy.
• Scalability: Designed with growth in mind, the site can expand into new content (like articles, podcasts, or case studies) without losing its core clarity.

Results & Impact

The Fortiv brand and website launched with a cohesive identity that:

• Captures the essence of Seth’s coaching — bold, transformative, and deeply human.
• Provides a professional digital presence that instills confidence in prospective clients.
• Builds a scalable foundation for content, events, and community as Fortiv grows.

Conclusion

Building Fortiv was about more than design. It was about translating a powerful coaching philosophy into a brand and digital presence that inspires leaders to pursue their highest potential.

At The R&D Dept., that’s what we love to do: take a founder’s vision and give it the clarity, structure, and expression it needs to grow.

👉 Explore the live site at www.fortiv.co

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