# Design skeleton — armstrongexecutivecoaching.ie

## 1. Brand DNA

### Business
- **Name:** Tom Armstrong (Armstrong Executive Coaching)
- **What they do, for whom, where:** Executive and leadership coaching, mentoring and facilitation for people in leadership and management roles, based in Dublin, Ireland.
- **Offers:** One to One Leadership and Executive Coaching; Facilitating Leadership & Team Development Workshops.
- **The one action this page exists to cause:** Email Tom Armstrong to start an honest coaching conversation.
- **Contact and socials:** tom@armstrongexecutivecoaching.ie, +353 86 8228400, Dublin, Ireland, LinkedIn.

### Brand
- **Colours:** Ground: deep studio charcoal-black (#0c0e10) and warm parchment off-white (#f6f6f2); Ink: pure off-white (#fcfcfb) on dark, deep slate-black (#111315) on light; Accent: muted moss olive (#5d6738) and quiet steel blue (#3b5a7a).
- **Fonts:** Display: Newsreader / Cormorant Garamond (refined, trustworthy editorial serif); Body: Plus Jakarta Sans / Inter (measured, highly legible executive sans).
- **Logo:** None (uses AEC mark in `assets/favicon.webp` solely for browser favicon; typographic wordmark on page).

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| `assets/portrait-park.webp` | Tom Armstrong seated on wooden bench in park | 1500x1000 | 0.430 | #141808, #585f25, #939661 | no | yes |
| `assets/portrait-studio.webp` | Tom Armstrong waist-up in charcoal jacket | 1000x1500 | 0.119 | #090708, #9d6258, #695456 | yes | no |
| `assets/accreditation-accredited-executive-coach.webp` | Accredited Executive Coach blue seal | 246x150 | 0.752 | #fcfdfd, #114286, #0d3d85 | yes | no |
| `assets/accreditation-ecr.webp` | ECR Accredited dark red seal | 221x221 | 0.536 | #8f1d23, #fdfbfb, #cf9d9f | yes | no |
| `assets/accreditation-insights-discovery.webp` | Discovery Insights mark | 300x65 | 0.770 | #fcfcfc, #060606, #5f5f5f | yes | no |
| `assets/accreditation-thomas.webp` | Thomas powered by mark | 248x86 | 0.843 | #fbfdfc, #2a4762, #8fa29d | yes | no |
| `assets/client-aidlink.webp` | Aidlink logo | 378x125 | 0.124 | #000100, #61a947, #2e4e22 | yes | no |
| `assets/client-bank-of-ireland.webp` | Bank of Ireland logo | 225x225 | 0.786 | #f9fdfc, #083851, #1a495f | yes | no |
| `assets/client-blenders.webp` | Blenders logo | 420x175 | 0.697 | #fefefc, #232f65, #f6a821 | yes | no |
| `assets/client-crowe.webp` | Crowe logo | 500x167 | 0.083 | #010101, #052d61, #f8b617 | yes | no |
| `assets/client-expleo.webp` | Expleo logo | 500x165 | 0.446 | #6847c5, #f8f6fb, #6549b9 | yes | no |
| `assets/client-green-tiger-group.webp` | Green Tiger Group logo | 500x262 | 0.831 | #fcfdfc, #2e8624, #181719 | yes | no |
| `assets/client-iaa.webp` | IAA logo | 500x296 | 0.072 | #000000, #5292ce, #003d7d | yes | no |
| `assets/client-mercer.webp` | Mercer logo | 376x82 | 0.874 | #fbfefe, #09a7c6, #9fe0ea | yes | no |
| `assets/client-phonovation.webp` | Phonovation logo | 300x257 | 0.973 | #fefefe, #223455, #d73625 | yes | no |
| `assets/client-social-entrepreneurs-ireland.webp` | Social Entrepreneurs Ireland logo | 500x354 | 0.983 | #fefefe, #afc763, #cddc9f | yes | no |
| `assets/client-toyota.webp` | Toyota logo | 241x209 | 0.899 | #fbfbfb, #9d9d9f, #656667 | yes | no |
| `assets/client-ucd-smurfit.webp` | UCD Michael Smurfit Graduate Business School logo | 500x200 | 0.323 | #4983a5, #020408, #143464 | yes | no |
| `assets/favicon.webp` | AEC browser icon | 32x32 | 0.953 | #fbfbfc, #9cb2cb, #6f90b4 | yes | no |

## 2. Art direction

- **Concept:** Quiet executive gravitas meets grounded humanity — blending seasoned C-suite financial acumen with empathetic, collaborative dialogue.
- **Palette:** Ground: charcoal darkroom (#0c0e10) shifting to crisp gallery stone (#f6f6f2); Ink: off-white silk (#f8f8f6) and deep graphite (#151719); Accent: muted Irish moss (#5d6738) and subtle slate steel (#3b5a7a).
- **Type:** Display: serif with refined proportions (Newsreader); Body: clean geometric/humanist sans (Plus Jakarta Sans); Typographic move: a two-typeface lockup pairing large serif statements with structured sans metadata.
- **Image language:** Plated and cut-out portraits set against controlled tonal backdrops; client and accreditation badges matted cleanly on unified light plates.
- **Motion language:** Scroll reveal for narrative blocks entering the frame; hover states on interactive links, email actions, and offer plates; marquee for continuous executive client proof.
- **Layout habits:** Asymmetrical side-by-side splits; structured editorial columns; generous whitespace and deliberate contrast shifts separating professional stance from personal philosophy.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor, establish name and location, provide immediate route to connect | "Tom Armstrong" · "Dublin, Ireland" · "Contact Me" | none | cut |
| 2 | hero | Present executive positioning, core headline, four focus pillars, and direct portrait presence | "Helping people develop their capability and realise their potential." · "Leadership. Communication skills. Emotional intelligence. Team effectiveness." · "Tom Armstrong is an accredited executive coach..." | `assets/portrait-studio.webp` | ground change |
| 3 | proof | Demonstrate organizational trust with Irish and international corporate client roster | "Aidlink, Bank of Ireland, Blenders, Crowe, expleo, Green Tiger GROUP, IAA, MERCER, phonovation, social entrepreneurs Ireland, TOYOTA, UCD Michael Smurfit Graduate Business School." | `assets/client-aidlink.webp`, `assets/client-bank-of-ireland.webp`, `assets/client-blenders.webp`, `assets/client-crowe.webp`, `assets/client-expleo.webp`, `assets/client-green-tiger-group.webp`, `assets/client-iaa.webp`, `assets/client-mercer.webp`, `assets/client-phonovation.webp`, `assets/client-social-entrepreneurs-ireland.webp`, `assets/client-toyota.webp`, `assets/client-ucd-smurfit.webp` | ground change |
| 4 | positioning | Articulate the collaborative coaching environment and human-centred philosophy | "Working with the right coach in the right environment..." · "Every coachee is unique and I adapt my approach to their needs..." | `assets/portrait-park.webp` | ground change |
| 5 | offer | Present the two dedicated coaching formats and the seventeen specific development challenges | "One to One Leadership and Executive Coaching" · "Facilitating Leadership & Team Development Workshops." · "If you have challenges around any of the areas below, then I can help:" | none | ground change |
| 6 | about | Establish dual authority: former Finance Director / Chartered Accountant and accredited master coach | "An Accredited Executive Coach, Mentor, Facilitator (Insights Discovery Accredited)..." · "We all face an ever increasing range of challenges in a complex world..." | `assets/accreditation-accredited-executive-coach.webp`, `assets/accreditation-ecr.webp`, `assets/accreditation-insights-discovery.webp`, `assets/accreditation-thomas.webp` | ground change |
| 7 | proof | Deliver independent validation from senior leadership coachee | "Tom is an excellent coach and one senses that he genuinely cares about the progress of his coachees..." | none | cut |
| 8 | cta | Invite direct executive dialogue and provide clear contact channels | "Let’s talk!" · "Contact Me" · "tom@armstrongexecutivecoaching.ie" · "+353 86 8228400" · "Dublin, Ireland" | none | cut |
| 9 | footer | Close page with formal identity, credentials recap, and location | "Tom Armstrong" · "Accredited Executive Coach, Mentor, Facilitator" · "Dublin, Ireland" · "LinkedIn" | none | cut |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** hung from an edge
- **Ingredients:** Practitioner name mark, location tag, direct contact call-to-action link.
- **Asset and tool:** none
- **Motion:** hover states on navigation anchors.
- **Copy:** "Tom Armstrong" · "Dublin, Ireland" · "Contact Me"

### 4.2 hero
- **Layout pattern:** side-by-side
- **Ingredients:** Lead proposition headline, four core coaching pillars, executive description summary paragraph, primary inquiry link, and studio portrait plate.
- **Asset and tool:** `assets/portrait-studio.webp` — resize (width 480px)
- **Motion:** scroll reveal on text column; hover states on contact CTA.
- **Copy:** "Helping people develop their capability and realise their potential." · "Leadership. Communication skills. Emotional intelligence. Team effectiveness." · "Tom Armstrong is an accredited executive coach, mentor and facilitator in Dublin, working with people in business to help them play to their strengths, overcome obstacles and achieve their potential. He specialises in One to One Leadership and Executive Coaching and Leadership and Team Development Workshops." · "Contact Me"

### 4.3 proof
- **Layout pattern:** full-bleed
- **Ingredients:** Curated client logo band presenting corporate and institutional engagements.
- **Asset and tool:** `assets/client-aidlink.webp`, `assets/client-bank-of-ireland.webp`, `assets/client-blenders.webp`, `assets/client-crowe.webp`, `assets/client-expleo.webp`, `assets/client-green-tiger-group.webp`, `assets/client-iaa.webp`, `assets/client-mercer.webp`, `assets/client-phonovation.webp`, `assets/client-social-entrepreneurs-ireland.webp`, `assets/client-toyota.webp`, `assets/client-ucd-smurfit.webp` — resize (height 48px each), matted on uniform light logo tiles.
- **Motion:** marquee moving horizontally in a continuous loop; hover states on individual logo cards.
- **Copy:** "Aidlink" · "Bank of Ireland" · "Blenders" · "Crowe" · "expleo" · "Green Tiger GROUP" · "IAA" · "MERCER" · "phonovation" · "social entrepreneurs Ireland" · "TOYOTA" · "UCD Michael Smurfit Graduate Business School"

### 4.4 positioning
- **Layout pattern:** overlap
- **Ingredients:** Two core philosophical statements on safety, confidentiality, and individual humanity, juxtaposed against the relaxed natural park portrait.
- **Asset and tool:** `assets/portrait-park.webp` — crop (ratio 4:3), resize (width 640px)
- **Motion:** scroll reveal on quote blocks as they cross the viewport.
- **Copy:** "Working with the right coach in the right environment helps you overcome barriers and achieve your goals - leading to sustainable personal, business and organisation solutions. I work collaboratively and authentically with my clients creating a safe and confidential setting" · "Every coachee is unique and I adapt my approach to their needs.  I understand that each of us is a colleague, a boss, a worker, a dad, a mother, a son, a daughter…a unique human being." · "— Tom Armstrong"

### 4.5 offer
- **Layout pattern:** side-by-side
- **Ingredients:** Two primary service pillars paired with an organized matrix of coaching challenge areas.
- **Asset and tool:** none
- **Motion:** scroll reveal on offer cards; hover states on service interactive tiles.
- **Copy:** "One to One Leadership and Executive Coaching" · "Facilitating Leadership & Team Development Workshops." · "If you have challenges around any of the areas below, then I can help:" · "Achieving a growth mindset" · "Better working relationships" · "Broadening your perspective" · "Building resilience" · "Building trust" · "Communicating effectively" · "Emotional Intelligence" · "Giving feedback" · "Leading your team" · "Leveraging your strengths" · "Making an impact - presence" · "Managing flexible working" · "Managing performance" · "Motivation and delegation" · "Team effectiveness" · "Transitioning and career" · "Work / Life balance"

### 4.6 about
- **Layout pattern:** split
- **Ingredients:** Biographical narrative highlighting commercial business leadership background (former Chartered Accountant and Finance Director) paired with official accreditation badges.
- **Asset and tool:** `assets/accreditation-accredited-executive-coach.webp`, `assets/accreditation-ecr.webp`, `assets/accreditation-insights-discovery.webp`, `assets/accreditation-thomas.webp` — resize (height 56px each), matted on clean badge frames.
- **Motion:** scroll reveal on biographical text and accreditation grid.
- **Copy:** "An Accredited Executive Coach, Mentor, Facilitator (Insights Discovery Accredited), Team Coach, former Chartered Accountant and Finance Director, I work with people in leadership and management roles to develop leadership capability, improve communication skills, increase emotional intelligence, and enhance team effectiveness." · "We all face an ever increasing range of challenges in a complex world. I combine my unique experience as a proven business leader with extensive executive coaching experience to help you to play to your strengths, overcome obstacles and achieve your potential." · "Accredited Executive Coach" · "Discovery Insights" · "ECR Accredited" · "powered by thomas"

### 4.7 proof
- **Layout pattern:** plate on ground
- **Ingredients:** Prominent editorial endorsement quote from an Irish corporate senior executive.
- **Asset and tool:** none
- **Motion:** scroll reveal on quote container.
- **Copy:** "Tom is an excellent coach and one senses that he genuinely cares about the progress of his coachees and their development. He is an excellent listener and encourages self- inspection as opposed to providing answers. - Senior Manager, Irish Water"

### 4.8 cta
- **Layout pattern:** stacked column
- **Ingredients:** Warm direct invitation to connect, primary email action button, telephone link, and direct contact details.
- **Asset and tool:** none
- **Motion:** scroll reveal on card; hover states on email and phone links.
- **Copy:** "Let’s talk!" · "Contact Me" · "tom@armstrongexecutivecoaching.ie" · "+353 86 8228400" · "Dublin, Ireland"

### 4.9 footer
- **Layout pattern:** hung from an edge
- **Ingredients:** Closing sign-off, practitioner qualifications recap, location, and professional social link.
- **Asset and tool:** none
- **Motion:** hover states on external links.
- **Copy:** "Tom Armstrong" · "Accredited Executive Coach, Mentor, Facilitator" · "Dublin, Ireland" · "LinkedIn"