# Design skeleton — danbeverly.com

## 1. Brand DNA

### Business
- **Name:** Dan Beverly (Thought Spark Performance Limited)
- **What they do, for whom, where:** Executive Leadership & Performance Coach (ICF PCC) providing executive coaching for women, performance coaching for organisations, and team coaching for executive and senior leadership teams. Based in London (128 City Road, London EC1V 2NX), working globally with leaders, top performers, mission-critical teams, and high-growth organisations for more than 15 years.
- **Offers:** 
  1. Executive Coaching for Women in Leadership & Senior Management
  2. Performance Coaching for Organisations in Strategic Transition
  3. Team Coaching for Executive, Leadership & Mission-Critical Teams
- **The one action this page exists to cause:** Initiate a direct conversation via phone (+44 (0) 20 7129 7597) or email (enquiries@danbeverly.com).
- **Contact and socials:** Phone: +44 (0) 20 7129 7597 · Email: enquiries@danbeverly.com · Address: 128 City Road, London EC1V 2NX · LinkedIn, YouTube, SoundCloud. Thought Spark Performance Limited (Company No. 14621925, VAT No. GB 367954933).

### Brand
- **Colours:** Blue (#3087E5) to Magenta (#EF88FB) gradient, flat Magenta (#EF88FB) for single-colour accents, dark ground (#0E0F12, #161619), crisp white (#FFFFFF), and muted slate grey (#8E96A5, #565659).
- **Fonts:** Josefin Sans (display/headings), Spectral (editorial accents/serif pull quotes), Montserrat (body/navigation).
- **Logo:** `assets/logo.webp` — Dan Beverly wordmark with triangular 'A' in pure white on transparent ground, strictly placed over dark grounds.

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| `assets/logo.webp` | Wordmark logo | 117x45 | 0.575 | #47704c, #f8faf9, #698a6d | yes (transparent) | no |
| `assets/portrait-01.webp` | Dan seated portrait, smiling to camera | 500x500 | 0.238 | #161619, #565659, #959597 | yes (circular masked) | no |
| `assets/portrait-02.webp` | Dan standing at flip chart in workshop | 2000x2000 | 0.283 | #131419, #545964, #8e96a5 | yes (circular masked) | no |
| `assets/accreditation-icf-member.webp` | ICF Member accreditation badge | 400x400 | 0.386 | #010102, #fbfcfd, #313e94 | yes (transparent) | no |
| `assets/accreditation-icf-pcc.webp` | ICF PCC accreditation badge | 400x400 | 0.394 | #010101, #fbfbfc, #2b369a | yes (transparent) | no |
| `assets/accreditation-results-certified-coach.webp` | Results Certified Coach accreditation badge | 400x113 | 0.206 | #010203, #004e8e, #0297d7 | yes (transparent) | no |
| `assets/client-logo-alchemab-therapeutics.webp` | Alchemab Therapeutics monochrome logo | 193x80 | 0.113 | #070707, #606060, #949494 | yes (transparent) | no |
| `assets/client-logo-amey-consulting.webp` | Amey Consulting monochrome logo | 240x38 | 0.133 | #141414, #626262, #808080 | yes (transparent) | no |
| `assets/client-logo-bank-of-england.webp` | Bank of England monochrome logo | 270x57 | 0.073 | #060606, #9b9b9b, #626262 | yes (transparent) | no |
| `assets/client-logo-bbc-worldwide.webp` | BBC Worldwide monochrome logo | 255x30 | 0.000 | #000000 | yes (transparent) | no |
| `assets/client-logo-bbc.webp` | BBC monochrome logo | 176x50 | 0.000 | #000000 | yes (transparent) | no |
| `assets/client-logo-bd.webp` | BD monochrome logo | 161x62 | 0.261 | #050505, #484848, #f6f6f6 | yes (transparent) | no |
| `assets/client-logo-bicycle.webp` | Bicycle monochrome logo | 184x52 | 0.000 | #000000 | yes (transparent) | no |
| `assets/client-logo-cpp-investments.webp` | CPP Investments monochrome logo | 251x44 | 0.159 | #0e0e0e, #5b5b5b, #9a9a9a | yes (transparent) | no |
| `assets/client-logo-deloitte.webp` | Deloitte monochrome logo | 222x44 | 0.012 | #000000, #a9a9a9, #5c5c5c | yes (transparent) | no |
| `assets/client-logo-direct-line-group.webp` | Direct Line Group monochrome logo | 251x85 | 0.125 | #070707, #626262, #d0d0d0 | yes (transparent) | no |
| `assets/client-logo-dxc-technology.webp` | DXC Technology monochrome logo | 131x72 | 0.117 | #000000, #4c4c4c, #282828 | yes (transparent) | no |
| `assets/client-logo-first-mile.webp` | First Mile monochrome logo | 202x51 | 0.285 | #020202, #b0b0b0, #cfcfcf | yes (transparent) | no |
| `assets/client-logo-gpp.webp` | GPP monochrome logo | 158x61 | 0.247 | #0b0b0b, #6a6a6a, #979797 | yes (transparent) | no |
| `assets/client-logo-hewardmills.webp` | HewardMills monochrome logo | 250x58 | 0.171 | #000000, #5a5a5a, #313131 | yes (transparent) | no |
| `assets/client-logo-hsbc.webp` | HSBC monochrome logo | 250x68 | 0.259 | #010101, #727272, #fafafa | yes (transparent) | no |
| `assets/client-logo-kingston-university-london.webp` | Kingston University London monochrome logo | 164x95 | 0.059 | #000000, #242424, #424242 | yes (transparent) | no |
| `assets/client-logo-kraft-heinz.webp` | Kraft Heinz monochrome logo | 267x46 | 0.106 | #030303, #615f5f, #403e3e | yes (transparent) | no |
| `assets/client-logo-lighthouse.webp` | Lighthouse monochrome logo | 240x60 | 0.195 | #030303, #545454, #adadad | yes (transparent) | no |
| `assets/client-logo-mestag-therapeutics.webp` | Mestag Therapeutics monochrome logo | 239x63 | 0.117 | #090909, #969696, #5d5d5d | yes (transparent) | no |
| `assets/client-logo-physiological-society.webp` | The Physiological Society monochrome logo | 248x85 | 0.145 | #0a0a0a, #909090, #585858 | yes (transparent) | no |

## 2. Art direction

- **Concept:** Elite executive precision — an understated dark boardroom atmosphere where sharp geometric typography and black-and-white circular imagery meet precise blue-to-magenta spectral energy lines.
- **Palette:** Ground: Deep Obsidian (#0B0C0E) and Rich Slate (#14161B); Ink: Pure White (#FFFFFF), Crisp Fog (#F8FAF9), and Cool Pewter (#8E96A5); Accent: Linear gradient (#3087E5 to #EF88FB) and flat Magenta (#EF88FB).
- **Type:** Display: Josefin Sans (geometric, architectural capitals for authority); Editorial/Quotes: Spectral (refined serif for thought leadership and client words); Body: Montserrat (clean, neutral modern sans).
  - *Typographic move:* Mixed weights in one line (combining light uppercase letterspacing with ultra-bold focus terms).
- **Image language:** *Shaped* (both portraits retained in their authentic circular format with subtle border rings) and *plated* (client and accreditation marks framed in low-contrast translucent panels).
- **Motion language:** 
  - *sequenced text* on initial hero load
  - *scroll reveal* for incoming section headlines and content blocks
  - *marquee* for the wide roster of client logos
  - *hover states* for interactive contact links, cards, and list elements
- **Layout habits:** Strict asymmetrical two-column splits, generous vertical padding, clean horizontal borders with hairline gradients, and off-centre circular photo anchors.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient visitor, establish identity and direct contact route | WHO I AM (Role, ICF PCC) | `assets/logo.webp` | cut |
| 2 | hero | Anchor authority, deliver core thesis and primary introduction | THE LINES I USE ("Unlock potential...", "Elite-level coaching...") | `assets/portrait-01.webp` | cut |
| 3 | proof | Provide immediate enterprise credibility through client logos | WHO I'VE WORKED WITH | 20 Client Logos (`assets/client-logo-*.webp`) | ground change |
| 4 | positioning | Articulate the philosophy and high standards of engagement | THE LINES I USE ("From doing to becoming...", "Transformational coaching...") & CREDENTIALS | `assets/accreditation-icf-pcc.webp`, `assets/accreditation-icf-member.webp`, `assets/accreditation-results-certified-coach.webp` | cut |
| 5 | offer | Present the three core coaching partnerships clearly | WHAT I SELL (Introduction & 3 Offers) | none | ground change |
| 6 | about | Establish Dan's 15+ year background, mindset, and active practice | A LITTLE ABOUT ME | `assets/portrait-02.webp` | cut |
| 7 | proof | Validate outcomes through verbatim client experiences | WHAT CLIENTS SAY (5 Client Testimonials) | none | ground change |
| 8 | cta | Compel leaders to start a direct dialogue | THE LINES I USE ("Let's explore what more is possible", "Ready to raise performance?") & CONTACT | none | cut |
| 9 | footer | Provide statutory compliance, location, and social links | CONTACT (Address, Company info, Socials) | `assets/logo.webp` | cut |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** hung from an edge
- **Ingredients:** Brand wordmark flush left, role label center, direct contact prompt right.
- **Asset and tool:** `assets/logo.webp` — resize (width: 117px).
- **Motion:** hover states (contact link underline draws on hover).
- **Copy:** WHO I AM ("Executive Leadership & Performance Coach. ICF PCC — Professional Certified Coach, International Coaching Federation.") and CONTACT ("enquiries@danbeverly.com").

### 4.2 hero
- **Layout pattern:** side-by-side
- **Ingredients:** Primary headline lockup with mixed weights, credential tagline, direct conversation invitation, and circular portrait frame.
- **Asset and tool:** `assets/portrait-01.webp` — resize (width: 440px), shaped (circle).
- **Motion:** sequenced text (headline lines appear sequentially), hover states (interactive contact triggers).
- **Copy:** THE LINES I USE ("Unlock potential. Transform performance. Maximise impact. Elite-level coaching for leaders, top performers and mission-critical teams. With Dan Beverly.") and ("Executive Leadership & Performance Coach. ICF PCC").

### 4.3 proof (client marquee)
- **Layout pattern:** full-bleed
- **Ingredients:** Section header, continuous infinite dual-row logo track on low-contrast ground.
- **Asset and tool:** All 20 monochrome client logo files (`assets/client-logo-alchemab-therapeutics.webp` through `assets/client-logo-physiological-society.webp`) — resize (height: 38px–45px each, maintaining aspect ratio), none.
- **Motion:** marquee (smooth continuous horizontal scroll loop).
- **Copy:** WHO I'VE WORKED WITH ("For leaders, teams and organisations across industry and enterprise").

### 4.4 positioning
- **Layout pattern:** split
- **Ingredients:** Bold thesis statement, supporting narrative on depth over superficiality, and three accreditation badges set in an aligned horizontal row.
- **Asset and tool:** `assets/accreditation-icf-pcc.webp` — resize (width: 80px); `assets/accreditation-icf-member.webp` — resize (width: 80px); `assets/accreditation-results-certified-coach.webp` — resize (height: 40px).
- **Motion:** scroll reveal (content rises with soft fade).
- **Copy:** THE LINES I USE ("From doing to becoming: for leaders and teams who want more than superficial change.", "Top-tier coaching, unearthing potential at every level.", "Transformational coaching. Extraordinary performance.") and CREDENTIALS ("ICF PCC — Professional Certified Coach, International Coaching Federation", "Member, International Coaching Federation", "Results Certified Coach, powered by the NeuroLeadership Group", "More than 15 years working with leaders, teams and organisations").

### 4.5 offer
- **Layout pattern:** stacked column
- **Ingredients:** Three distinct service cards with accent gradient hairline top borders, each featuring title, descriptive overview, and target profile.
- **Asset and tool:** none.
- **Motion:** scroll reveal (cards fade and lift on scroll), hover states (subtle border glow and elevation on card hover).
- **Copy:** WHAT I SELL ("Three distinct coaching partnerships, designed to strengthen performance and unlock potential at the individual, team and enterprise levels."):
  1. "Executive Coaching for Women in Leadership & Senior Management" ("A trusted coaching partnership...", Who it's for: "For ambitious leaders who are ready...")
  2. "Performance Coaching for Organisations in Strategic Transition" ("Specialist performance coaching...", Who it's for: "For mid-market organisations who want...")
  3. "Team Coaching for Executive, Leadership & Mission-Critical Teams" ("Supporting high-performing teams...", Who it's for: "For executive, senior leadership and mission-critical teams...")

### 4.6 about
- **Layout pattern:** side-by-side
- **Ingredients:** Large workshop circular photograph, section title, narrative paragraphs detailing Dan's 15-year background, mindset, and coaching philosophy.
- **Asset and tool:** `assets/portrait-02.webp` — resize (width: 600px), shaped (circle).
- **Motion:** scroll reveal (text block and portrait ease into view).
- **Copy:** A LITTLE ABOUT ME ("It's astonishing what becomes possible — for leaders, teams and whole organisations — when talent, commitment and drive meet the clarity of our best thinking. And the right coach.", "I'm Dan Beverly, an executive coach and a specialist in leadership and performance...", "With a body of work spanning executive coaching for women...", "For more than 15 years, I've been working with leaders...", "In that time, I've learnt that a world-class mindset...", "That potential for profound transformation is what excites me most...").

### 4.7 proof (testimonials)
- **Layout pattern:** split
- **Ingredients:** Asymmetrical quote grid with Spectral serif typography, attribution tags, and subtle division borders.
- **Asset and tool:** none.
- **Motion:** scroll reveal (quotes fade in sequentially).
- **Copy:** WHAT CLIENTS SAY:
  - "We couldn't have been more pleased with our decision to partner with you..." (— Kraft Heinz)
  - "Dan shared his considerable knowledge and expertise in an engaging and hugely beneficial session..." (— DXC Technology)
  - "Dan was a trusted mentor during a demanding period of change..." (— Global People Director, Medical Tech Company)
  - "Dan gave me the space to think at the level my role now demands..." (— Associate VP, Barclays Capital)
  - "I knew I had the technical capability, but the role now required something different from me..." (unattributed)

### 4.8 cta
- **Layout pattern:** stacked column
- **Ingredients:** High-impact headline lockup, invitation narrative, prominent direct phone and email contact channels.
- **Asset and tool:** none.
- **Motion:** scroll reveal (fades and rises cleanly), hover states (gradient shift and underline on email/phone links).
- **Copy:** THE LINES I USE ("Let's explore what more is possible.", "Ready to raise performance?", "For leaders, teams and organisations ready to realise their full potential and translate strategic ambition into stronger performance and durable results.") and CONTACT ("Phone +44 (0) 20 7129 7597", "Email enquiries@danbeverly.com", "128 City Road, London EC1V 2NX").

### 4.9 footer
- **Layout pattern:** hung from an edge
- **Ingredients:** Wordmark logo, legal entity and VAT registration data, address, copyright, and social links.
- **Asset and tool:** `assets/logo.webp` — resize (width: 90px).
- **Motion:** hover states (opacity change on social links).
- **Copy:** CONTACT ("Thought Spark Performance Limited. Company No. 14621925. VAT No. GB 367954933.", "128 City Road, London EC1V 2NX", "LinkedIn", "YouTube", "SoundCloud").