# Design skeleton — armstrongexecutivecoaching.ie ## 1. Brand DNA ### Business - **Name:** Tom Armstrong (Armstrong Executive Coaching) - **What they do, for whom, where:** Accredited executive coach, mentor, and facilitator based in Dublin, Ireland, working with people in leadership and management roles to help them play to their strengths, overcome obstacles, and achieve their potential. - **Offers:** - One to One Leadership and Executive Coaching - Facilitating Leadership & Team Development Workshops - **The one action this page exists to cause:** Senior leaders initiate direct contact via email (`tom@armstrongexecutivecoaching.ie`) or phone (`+353 86 8228400`) to schedule an exploratory conversation. - **Contact and socials:** `tom@armstrongexecutivecoaching.ie`, `+353 86 8228400`, Dublin, Ireland, LinkedIn. ### Brand - **Colours:** None supplied. Derived from assets: ground of rich charcoal-black (`#090708` from studio backdrop) and warm bone (`#F5F3EE` from neutral daylight photography); deep ink (`#121416`); accent in tailored deep slate blue (`#1B365D` inspired by Irish corporate leadership and the AEC monogram). - **Fonts:** None supplied. Display: refined editorial serif with classical proportions (e.g., Newsreader / Cormorant Garamond). Body: crisp, neutral grotesque sans (e.g., Inter / Plus Jakarta Sans). - **Logo:** None supplied (favicon mark `assets/favicon.webp` exists only at 32x32). Clean typographic masthead set in editorial serif with small-caps subtitle. ### 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, smiling openly | 1500x1000 | 0.430 | #141808 (74%), #585f25 (15%), #939661 (9%) | no | yes | | `assets/portrait-studio.webp` | Tom Armstrong waist-up portrait in charcoal jacket and glasses | 1000x1500 | 0.119 | #090708 (92%), #9d6258 (5%), #695456 (2%) | yes (pure black seamless) | no | | `assets/accreditation-accredited-executive-coach.webp` | Accreditation mark: Accredited Executive Coach ribbon | 246x150 | 0.752 | #fcfdfd (79%), #114286 (16%), #0d3d85 (4%) | yes (opaque white) | no | | `assets/accreditation-ecr.webp` | Accreditation mark: ECR Accredited starburst seal | 221x221 | 0.536 | #8f1d23 (61%), #fdfbfb (36%), #cf9d9f (2%) | yes (opaque white) | no | | `assets/accreditation-insights-discovery.webp` | Accreditation mark: Insights Discovery segmented sphere | 300x65 | 0.770 | #fcfcfc (81%), #060606 (14%), #5f5f5f (3%) | yes (opaque white) | no | | `assets/accreditation-thomas.webp` | Accreditation mark: powered by thomas with puzzle mark | 248x86 | 0.843 | #fbfdfc (84%), #2a4762 (12%), #8fa29d (3%) | yes (opaque white) | no | | `assets/client-aidlink.webp` | Client logo: Aidlink | 378x125 | 0.124 | #000100 (79%), #61a947 (19%), #2e4e22 (1%) | yes (transparent) | no | | `assets/client-bank-of-ireland.webp` | Client logo: Bank of Ireland oval mark | 225x225 | 0.786 | #f9fdfc (78%), #083851 (15%), #1a495f (5%) | yes (opaque white) | no | | `assets/client-blenders.webp` | Client logo: Blenders script inside shield | 420x175 | 0.697 | #fefefc (72%), #232f65 (15%), #f6a821 (12%) | yes (shield graphic) | no | | `assets/client-crowe.webp` | Client logo: Crowe navy with yellow chevron | 500x167 | 0.083 | #010101 (89%), #052d61 (6%), #f8b617 (4%) | yes (transparent) | no | | `assets/client-expleo.webp` | Client logo: expleo in purple rectangle | 500x165 | 0.446 | #6847c5 (86%), #f8f6fb (10%), #6549b9 (2%) | yes (purple container) | no | | `assets/client-green-tiger-group.webp` | Client logo: Green Tiger GROUP | 500x262 | 0.831 | #fcfdfc (83%), #2e8624 (9%), #181719 (7%) | yes (opaque white) | no | | `assets/client-iaa.webp` | Client logo: IAA navy with aircraft silhouette | 500x296 | 0.072 | #000000 (89%), #5292ce (6%), #003d7d (4%) | yes (transparent) | no | | `assets/client-mercer.webp` | Client logo: MERCER folded diamond | 376x82 | 0.874 | #fbfefe (84%), #09a7c6 (11%), #9fe0ea (4%) | yes (opaque white) | no | | `assets/client-phonovation.webp` | Client logo: phonovation linked dots | 300x257 | 0.973 | #fefefe (98%), #223455 (1%), #d73625 (0%) | yes (opaque white) | no | | `assets/client-social-entrepreneurs-ireland.webp` | Client logo: social entrepreneurs Ireland | 500x354 | 0.983 | #fefefe (97%), #afc763 (1%), #cddc9f (1%) | yes (opaque white) | no | | `assets/client-toyota.webp` | Client logo: TOYOTA silver emblem and red type | 241x209 | 0.899 | #fbfbfb (89%), #9d9d9f (6%), #656667 (4%) | yes (opaque white) | no | | `assets/client-ucd-smurfit.webp` | Client logo: UCD Michael Smurfit Graduate Business School | 500x200 | 0.323 | #4983a5 (61%), #020408 (25%), #143464 (13%) | yes (transparent) | no | | `assets/favicon.webp` | Monogram browser icon: AEC | 32x32 | 0.953 | #fbfbfc (96%), #9cb2cb (2%), #6f90b4 (1%) | yes (opaque white) | no | ## 2. Art direction - **Concept:** An executive consultation room: confidential, authoritative, and deeply human, balancing corporate commercial rigour with personal warmth. - **Palette:** - Ground: Primary bone `#F5F3EE`, deep executive charcoal `#090708` for hero and immersion sections, crisp matted white `#FFFFFF` for credential containers. - Ink: Deep off-black `#121416` on bone; soft warm linen `#E6E4DE` and muted silver `#A1A09B` on charcoal. - Accent: Deep slate navy `#1B365D`. - **Type:** - Display face: Cormorant Garamond (light and regular, commanding yet calm). - Body face: Inter (clean, neutral, highly legible). - Typographic move: A headline that crosses the photo in the hero, paired with a two-typeface lockup (large editorial serif title with tracked small-caps mono-spaced category labels). - **Image language:** Plated and cut-out on dark grounds for studio photography; matted keyline plates on light grounds for environmental shots and accreditation badges. - **Motion language:** Sequenced text for the initial load headline; scroll reveal for content entry across sections; hover states on interactive cards, email links, and navigation triggers. - **Layout habits:** Strict grid discipline, generous negative space, wide margins, asymmetry with clear focal weights, and alternating dark-to-light ground shifts. - **Why:** Signals point to executive leadership change, commercial credibility (former Finance Director and Chartered Accountant), and an authentic, quiet first-person voice. Editorial chosen over Bold because the target audience is senior leadership seeking discreet, confidential advisory rather than loud motivational speaking. ## 3. Story | # | beat | job | copy | asset | seam to next | |---|---|---|---|---|---| | 1 | nav | Orient the visitor and give immediate discreet access to contact | Tom Armstrong / Executive Coaching Dublin / "Contact Me" | `assets/favicon.webp` | cut | | 2 | hero | Establish gravitas, core purpose, and Tom's direct presence | "Helping people develop their capability and realise their potential." / "Leadership. Communication skills. Emotional intelligence. Team effectiveness." | `assets/portrait-studio.webp` | ground change | | 3 | proof | Validate institutional credibility through recognisable client relationships | Organisations worked with (Aidlink, Bank of Ireland, Blenders, Crowe, expleo, Green Tiger GROUP, IAA, MERCER, phonovation, social entrepreneurs Ireland, TOYOTA, UCD Michael Smurfit Graduate Business School) | 12 client logos (`assets/client-*.webp`) | ground change | | 4 | positioning | Establish coaching philosophy, safe environment, and individual human focus | "Tom Armstrong is an accredited executive coach..." / "Working with the right coach..." / "Every coachee is unique..." | `assets/portrait-park.webp` | ground change | | 5 | offer | Present clear engagement pathways and granular challenge areas | "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 | Reveal commercial track record, dual background, and accredited standing | "An Accredited Executive Coach, Mentor, Facilitator..." / "We all face an ever increasing range of challenges..." / Credentials list | 4 accreditation marks (`assets/accreditation-*.webp`) | ground change | | 7 | proof | Deliver independent validation of coaching impact and care | Testimonial: "Tom is an excellent coach and one senses that he genuinely cares..." — Senior Manager, Irish Water | none | ground change | | 8 | cta | Invite direct senior-to-senior conversation with low friction | "Let’s talk!" / "Contact Me" / `tom@armstrongexecutivecoaching.ie` / `+353 86 8228400` / Dublin, Ireland | none | cut | | 9 | footer | Provide formal closing sign-off and practice details | Tom Armstrong / Dublin, Ireland / Credentials Recap / LinkedIn link placeholder | none | none | ## 4. Section specs ### 4.1 Nav - **Layout pattern:** Hung from an edge (fixed minimalist bar with subtle blur). - **Ingredients:** Practitioner name lockup, location indicator ("Dublin, Ireland"), and direct contact trigger. - **Why:** Quiet utility that stays out of the way of the editorial narrative. - **Asset and tool:** `assets/favicon.webp` (resize to 20x20px icon beside name). - **Motion:** Hover states on navigation links. - **Copy:** "Tom Armstrong" · "Dublin, Ireland" · "Contact Me" ### 4.2 Hero - **Layout pattern:** Overlap (display serif typography crossing over the seamless studio portrait on a pure dark ground). - **Ingredients:** Primary headline, portrait, four-pillar taxonomy, and introductory descriptor paragraph. - **Why:** Sets an immediate executive, confidential tone with high visual authority. - **Asset and tool:** `assets/portrait-studio.webp` (resize to width 600px, cut-out/blended seamlessly into `#090708` ground). - **Motion:** Sequenced text for headline on load, followed by subtle fade-in of supporting copy and portrait. - **Copy:** - Headline: "Helping people develop their capability and realise their potential." - Pillars: "Leadership. Communication skills. Emotional intelligence. Team effectiveness." - Descriptor: "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." ### 4.3 Proof (Client Marquee) - **Layout pattern:** Full-bleed single band across ground change. - **Ingredients:** Monochrome-harmonised logo band showing commercial breadth across Irish enterprise, multinational corporations, and non-profits. - **Why:** Instant corporate credibility without cluttering the editorial reading flow. - **Asset and tool:** - `assets/client-aidlink.webp` (resize height 36px) - `assets/client-bank-of-ireland.webp` (resize height 36px) - `assets/client-blenders.webp` (resize height 36px) - `assets/client-crowe.webp` (resize height 36px) - `assets/client-expleo.webp` (resize height 36px) - `assets/client-green-tiger-group.webp` (resize height 36px) - `assets/client-iaa.webp` (resize height 36px) - `assets/client-mercer.webp` (resize height 36px) - `assets/client-phonovation.webp` (resize height 36px) - `assets/client-social-entrepreneurs-ireland.webp` (resize height 36px) - `assets/client-toyota.webp` (resize height 36px) - `assets/client-ucd-smurfit.webp` (resize height 36px) - **Motion:** Scroll reveal upon entry; subtle hover states on individual marks. - **Copy:** none (logos speak for client roster). ### 4.4 Positioning - **Layout pattern:** Side-by-side (approachable environmental park portrait on the left; philosophy and human-centred statement on the right). - **Ingredients:** Warm environmental photography, pull-quote block, and core ethos on confidentiality and individuality. - **Why:** Counterbalances corporate studio formality with warmth, active listening, and open human presence. - **Asset and tool:** `assets/portrait-park.webp` (crop to 4:5 ratio, resize to 600px width, matted with a fine `#E2DFD7` border). - **Motion:** Scroll reveal. - **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:** Split into two hero offer cards over a stacked column grid of 17 focus areas. - **Ingredients:** Two primary service containers, challenge framing statement, and responsive 3-column index of 17 development focus areas. - **Why:** Translates high-level coaching into tangible business and personal competencies. - **Asset and tool:** none. - **Motion:** Scroll reveal for offer cards and challenge tags; hover states on challenge tags. - **Copy:** - Offers: "One to One Leadership and Executive Coaching" · "Facilitating Leadership & Team Development Workshops." - Lead-in: "If you have challenges around any of the areas below, then I can help:" - Focus areas (17 items verbatim): - "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:** Plate on ground (two-column editorial layout: commercial/leadership narrative on left, accreditation badges plated in a 2x2 grid on right). - **Ingredients:** Background copy highlighting finance director experience, professional summary, and formal accreditation badges. - **Why:** Establishes the rare combination of commercial acumen (ex-FD/Chartered Accountant) with accredited coaching frameworks. - **Asset and tool:** - `assets/accreditation-accredited-executive-coach.webp` (resize width 140px, matted in white plate) - `assets/accreditation-insights-discovery.webp` (resize width 140px, matted in white plate) - `assets/accreditation-ecr.webp` (resize width 120px, matted in white plate) - `assets/accreditation-thomas.webp` (resize width 140px, matted in white plate) - **Motion:** Scroll reveal. - **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." - Credentials: "Accredited Executive Coach; Mentor; Facilitator (Insights Discovery Accredited); Team Coach; former Chartered Accountant and Finance Director." ### 4.7 Proof (Testimonial) - **Layout pattern:** Stacked column (centred large-format editorial pull-quote with generous vertical whitespace). - **Ingredients:** Verbatim client quote and attribution. - **Why:** Delivers unbiased evidence of Tom's empathy, listening skill, and non-prescriptive coaching method. - **Asset and tool:** none. - **Motion:** Scroll reveal. - **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." - Attribution: "- Senior Manager, Irish Water" ### 4.8 CTA - **Layout pattern:** Stacked column on dark ground (`#090708`) with direct large-scale contact points. - **Ingredients:** Invitation header, direct email action, direct phone call action, and location confirmation. - **Why:** Closes the page with dignity, confidence, and minimal friction for a busy executive. - **Asset and tool:** none. - **Motion:** Scroll reveal; hover states on email and phone triggers. - **Copy:** - Headline: "Let’s talk!" - Subhead: "Contact Me" - Email: "tom@armstrongexecutivecoaching.ie" - Phone: "+353 86 8228400" - Location: "Dublin, Ireland" ### 4.9 Footer - **Layout pattern:** Split (minimalist bilateral footer on dark ground). - **Ingredients:** Copyright notice, practice name, location, and credentials summary. - **Why:** Quiet, professional sign-off. - **Asset and tool:** none. - **Motion:** none. - **Copy:** - "Tom Armstrong — Armstrong Executive Coaching" - "Dublin, Ireland" - "Accredited Executive Coach, Mentor & Facilitator" - "LinkedIn"