# 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 offering executive coaching for women, performance coaching for organisations in strategic transition, and team coaching for executive, leadership and mission-critical teams. Based in London (128 City Road, London EC1V 2NX) with over 15 years of practice.
- **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; 128 City Road, London EC1V 2NX; LinkedIn, YouTube, SoundCloud.

### Brand
- **Colours:** Gradient running blue (#3087E5) into magenta (#EF88FB). Single flat accent: Magenta (#EF88FB). Primary dark ground derived from black/white assets and white logo requirement: #0E0F12. Secondary surface: #16171C. Body ink: #F4F4F6. Muted ink: #959597.
- **Fonts:** Display face: Spectral. Structure / headers / labels: Josefin Sans. Body face: Montserrat.
- **Logo:** `assets/logo.webp` (Dan Beverly wordmark: 'DAN' over 'BEVERLY' with solid triangle 'A', 117x45, pure white on transparency).

### Assets
| file | subject | px | luminance | dominant colours | plain backdrop | full-bleed at 1440 |
|---|---|---|---|---|---|---|
| `assets/logo.webp` | Dan Beverly wordmark | 117x45 | 0.575 | #47704c (65%), #f8faf9 (30%), #698a6d (4%) | yes (transparent) | no |
| `assets/portrait-01.webp` | Dan seated portrait, looking at camera | 500x500 | 0.238 | #161619 (65%), #565659 (26%), #959597 (7%) | no (circular mask, transparent corners) | no |
| `assets/portrait-02.webp` | Dan candid workshop portrait at flip chart | 2000x2000 | 0.283 | #131419 (66%), #545964 (17%), #8e96a5 (15%) | no (circular mask, transparent corners) | no |
| `assets/accreditation-icf-member.webp` | ICF Member roundel badge | 400x400 | 0.386 | #010102 (51%), #fbfcfd (25%), #313e94 (23%) | yes (transparent) | no |
| `assets/accreditation-icf-pcc.webp` | ICF PCC credential shield badge | 400x400 | 0.394 | #010101 (49%), #fbfbfc (25%), #2b369a (25%) | yes (transparent) | no |
| `assets/accreditation-results-certified-coach.webp` | Results Certified Coach logo | 400x113 | 0.206 | #010203 (74%), #004e8e (14%), #0297d7 (11%) | yes (transparent) | no |
| `assets/client-logo-alchemab-therapeutics.webp` | Alchemab Therapeutics monochrome mark | 193x80 | 0.113 | #070707 (83%), #606060 (10%), #949494 (6%) | yes (transparent) | no |
| `assets/client-logo-amey-consulting.webp` | Amey Consulting monochrome mark | 240x38 | 0.133 | #141414 (82%), #626262 (17%), #808080 (0%) | yes (transparent) | no |
| `assets/client-logo-bank-of-england.webp` | Bank of England monochrome mark | 270x57 | 0.073 | #060606 (92%), #9b9b9b (4%), #626262 (3%) | yes (transparent) | no |
| `assets/client-logo-bbc-worldwide.webp` | BBC Worldwide monochrome mark | 255x30 | 0.000 | #000000 (100%) | yes (transparent) | no |
| `assets/client-logo-bbc.webp` | BBC monochrome mark | 176x50 | 0.000 | #000000 (100%) | yes (transparent) | no |
| `assets/client-logo-bd.webp` | BD monochrome mark | 161x62 | 0.261 | #050505 (53%), #484848 (35%), #f6f6f6 (10%) | yes (transparent) | no |
| `assets/client-logo-bicycle.webp` | Bicycle monochrome mark | 184x52 | 0.000 | #000000 (100%) | yes (transparent) | no |
| `assets/client-logo-cpp-investments.webp` | CPP Investments monochrome mark | 251x44 | 0.159 | #0e0e0e (74%), #5b5b5b (19%), #9a9a9a (6%) | yes (transparent) | no |
| `assets/client-logo-deloitte.webp` | Deloitte monochrome mark | 222x44 | 0.012 | #000000 (98%), #a9a9a9 (1%), #5c5c5c (0%) | yes (transparent) | no |
| `assets/client-logo-direct-line-group.webp` | Direct Line Group monochrome mark | 251x85 | 0.125 | #070707 (86%), #626262 (7%), #d0d0d0 (5%) | yes (transparent) | no |
| `assets/client-logo-dxc-technology.webp` | DXC Technology monochrome mark | 131x72 | 0.117 | #000000 (58%), #4c4c4c (34%), #282828 (6%) | yes (transparent) | no |
| `assets/client-logo-first-mile.webp` | First Mile monochrome mark | 202x51 | 0.285 | #020202 (62%), #b0b0b0 (31%), #cfcfcf (6%) | yes (transparent) | no |
| `assets/client-logo-gpp.webp` | GPP monochrome mark | 158x61 | 0.247 | #0b0b0b (58%), #6a6a6a (20%), #979797 (20%) | yes (transparent) | no |
| `assets/client-logo-hewardmills.webp` | HewardMills monochrome mark | 250x58 | 0.171 | #000000 (41%), #5a5a5a (35%), #313131 (23%) | yes (transparent) | no |
| `assets/client-logo-hsbc.webp` | HSBC monochrome mark | 250x68 | 0.259 | #010101 (60%), #727272 (26%), #fafafa (13%) | yes (transparent) | no |
| `assets/client-logo-kingston-university-london.webp` | Kingston University London monochrome mark | 164x95 | 0.059 | #000000 (60%), #242424 (39%), #424242 (0%) | yes (transparent) | no |
| `assets/client-logo-kraft-heinz.webp` | Kraft Heinz monochrome mark | 267x46 | 0.106 | #030303 (74%), #615f5f (25%), #403e3e (0%) | yes (transparent) | no |
| `assets/client-logo-lighthouse.webp` | Lighthouse monochrome mark | 240x60 | 0.195 | #030303 (72%), #545454 (14%), #adadad (12%) | yes (transparent) | no |
| `assets/client-logo-mestag-therapeutics.webp` | Mestag Therapeutics monochrome mark | 239x63 | 0.117 | #090909 (86%), #969696 (7%), #5d5d5d (6%) | yes (transparent) | no |
| `assets/client-logo-physiological-society.webp` | The Physiological Society monochrome mark | 248x85 | 0.145 | #0a0a0a (76%), #909090 (13%), #585858 (9%) | yes (transparent) | no |

## 2. Art direction

- **Concept:** High-calibre executive precision: a dark, architectural editorial canvas where high-contrast monochrome photography and rigorous typography meet a controlled electric gradient line.
- **Palette:** Ground: Deep Obsidian (#0E0F12); Surface: Charcoal (#16171C); Ink: Bone (#F4F4F6); Sub-ink: Slate Grey (#959597); Accent: Linear Gradient (#3087E5 to #EF88FB); Flat Accent: Magenta (#EF88FB).
- **Type:** Display face: Spectral (light and regular for expansive, authoritative headlines); Header/Label face: Josefin Sans (geometric tracked uppercase); Body face: Montserrat (crisp, readable sans-serif). The one typographic move: a two-typeface lockup pairing generous Spectral serif statements with tight, letterspaced Josefin Sans metadata.
- **Image language:** shaped (circular masked black-and-white portraits set against dark ground with subtle keylines; monochrome client marks displayed at unified scale on dark surfaces).
- **Motion language:** sequenced text on the hero headline; scroll reveal for body blocks and section transitions; marquee for the corporate client roster; hover states on interactive links and contact touchpoints.
- **Layout habits:** stacked column rhythm with deliberate generous breathing space; side-by-side asymmetric pairings; circular shaped portraits anchored to editorial type lockups.
- **Why:** Signals show an elite British executive coach working with high-stakes institutional clients (Bank of England, BBC, Deloitte, Kraft Heinz) using articulate, measured language; Editorial direction chosen to reflect institutional trust and intellectual depth; Bold rejected because loud, brash swagger conflicts with his understated, credential-backed executive persona.

## 3. Story

| # | beat | job | copy | asset | seam to next |
|---|---|---|---|---|---|
| 1 | nav | Orient the visitor and provide immediate route to direct contact | WHO I AM, CONTACT | `assets/logo.webp` | cut |
| 2 | hero | Anchor Dan's authority, core promise, and executive identity | THE LINES I USE, WHO I AM | `assets/portrait-01.webp` | ground change |
| 3 | proof | Establish immediate institutional credibility via enterprise client roster | WHO I'VE WORKED WITH | Client logos (20 assets) | ground change |
| 4 | about | Articulate his coaching philosophy, tenure, and transformational mechanism | A LITTLE ABOUT ME, WHO I AM | `assets/portrait-02.webp` | cut |
| 5 | offer | Delineate the three coaching partnerships with specificity and target audience | WHAT I SELL | none | ground change |
| 6 | proof | Deliver third-party validation from senior executive and corporate buyers | WHAT CLIENTS SAY | none | cut |
| 7 | positioning | Validate professional standards, governance, and neuroleadership credentials | CREDENTIALS, WHO I AM | `assets/accreditation-icf-pcc.webp`, `assets/accreditation-icf-member.webp`, `assets/accreditation-results-certified-coach.webp` | ground change |
| 8 | cta | Invite direct senior-level dialogue without friction or intermediary forms | THE LINES I USE, CONTACT | none | cut |
| 9 | footer | Furnish formal company credentials, full contact specifics, and social links | CONTACT, WHO I AM | `assets/logo.webp` | cut |

## 4. Section specs

### 4.1 nav
- **Layout pattern:** hung from an edge
- **Ingredients:** Dan Beverly wordmark logo left; credential indicator ("ICF PCC") centre; direct contact link ("enquiries@danbeverly.com") right.
- **Why:** Fixed top navigation on deep dark ground keeps the white wordmark sharp and provides direct access to conversation.
- **Asset and tool:** `assets/logo.webp`, resize (width: 117px).
- **Motion:** hover states on contact links.
- **Copy:** WHO I AM, CONTACT

### 4.2 hero
- **Layout pattern:** side-by-side
- **Ingredients:** Primary headline ("Unlock potential and transform performance."), supporting narrative statement ("Unlock potential. Transform performance. Maximise impact. Elite-level coaching for leaders, top performers and mission-critical teams. With Dan Beverly."), credential sub-lockup ("Executive Leadership & Performance Coach · ICF PCC"), circular portrait.
- **Why:** Establishes executive gravity and direct gaze contact within an asymmetrical, spacious editorial grid.
- **Asset and tool:** `assets/portrait-01.webp`, resize (width: 440px), shaped (circle as supplied).
- **Motion:** sequenced text on primary headline; scroll reveal on supporting copy and portrait.
- **Copy:** THE LINES I USE, WHO I AM

### 4.3 proof
- **Layout pattern:** full-bleed
- **Ingredients:** Section label ("WHO I'VE WORKED WITH"), scrolling dual-strip marquee displaying the 20 client marks in monochrome grey, plus text mention of Microsoft and Thomson Reuters.
- **Why:** Continuous horizontal momentum visually demonstrates broad enterprise adoption across financial, tech, and public sectors.
- **Asset and tool:** `assets/client-logo-alchemab-therapeutics.webp`, `assets/client-logo-amey-consulting.webp`, `assets/client-logo-bank-of-england.webp`, `assets/client-logo-bbc-worldwide.webp`, `assets/client-logo-bbc.webp`, `assets/client-logo-bd.webp`, `assets/client-logo-bicycle.webp`, `assets/client-logo-cpp-investments.webp`, `assets/client-logo-deloitte.webp`, `assets/client-logo-direct-line-group.webp`, `assets/client-logo-dxc-technology.webp`, `assets/client-logo-first-mile.webp`, `assets/client-logo-gpp.webp`, `assets/client-logo-hewardmills.webp`, `assets/client-logo-hsbc.webp`, `assets/client-logo-kingston-university-london.webp`, `assets/client-logo-kraft-heinz.webp`, `assets/client-logo-lighthouse.webp`, `assets/client-logo-mestag-therapeutics.webp`, `assets/client-logo-physiological-society.webp`, resize (height 36px to 48px each, maintaining aspect ratios).
- **Motion:** marquee (smooth continuous loop).
- **Copy:** WHO I'VE WORKED WITH

### 4.4 about
- **Layout pattern:** side-by-side
- **Ingredients:** Section header ("A LITTLE ABOUT ME"), pull quote ("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."), body paragraphs outlining 15+ years of experience and transformational philosophy, large candid circular portrait of Dan leading a workshop.
- **Why:** The large circular workshop image captures Dan in live practice, reinforcing active practitioner mastery alongside deep intellectual positioning.
- **Asset and tool:** `assets/portrait-02.webp`, resize (width: 600px), shaped (circle as supplied).
- **Motion:** scroll reveal on copy blocks and image.
- **Copy:** A LITTLE ABOUT ME, WHO I AM

### 4.5 offer
- **Layout pattern:** stacked column
- **Ingredients:** Section introductory statement ("Three distinct coaching partnerships, designed to strengthen performance and unlock potential at the individual, team and enterprise levels."), three structured offer cards:
  1. Executive Coaching for Women in Leadership & Senior Management (overview + "Who it's for")
  2. Performance Coaching for Organisations in Strategic Transition (overview + "Who it's for")
  3. Team Coaching for Executive, Leadership & Mission-Critical Teams (overview + "Who it's for")
  Followed by positioning line ("From doing to becoming: for leaders and teams who want more than superficial change.").
- **Why:** Structured, high-clarity vertical stack allows senior decision-makers to self-select their exact organizational or personal mandate.
- **Asset and tool:** none.
- **Motion:** scroll reveal on each offer block with staggered entry; hover states on card borders.
- **Copy:** WHAT I SELL, THE LINES I USE

### 4.6 proof
- **Layout pattern:** plate on ground
- **Ingredients:** Section headline ("WHAT CLIENTS SAY"), 5 quote blocks arranged in a clean editorial grid with exact corporate and role attributions (Kraft Heinz; DXC Technology; Global People Director, Medical Tech Company; Associate VP, Barclays Capital; and unattributed).
- **Why:** Provides undeniable social proof focused on tangible shifts: strategic presence, composure under pressure, and operational clarity.
- **Asset and tool:** none.
- **Motion:** scroll reveal on quote cards.
- **Copy:** WHAT CLIENTS SAY

### 4.7 positioning
- **Layout pattern:** side-by-side
- **Ingredients:** Section headline ("CREDENTIALS"), list of formal qualifications ("ICF PCC — Professional Certified Coach, International Coaching Federation", "Member, International Coaching Federation", "More than 15 years working with leaders, teams and organisations", "Results Certified Coach, powered by the NeuroLeadership Group"), accompanied by the three official credential marks.
- **Why:** Anchors the coaching methodology in rigorous international standards and brain-based science.
- **Asset and tool:** `assets/accreditation-icf-pcc.webp`, resize (width: 120px); `assets/accreditation-icf-member.webp`, resize (width: 120px); `assets/accreditation-results-certified-coach.webp`, resize (width: 200px).
- **Motion:** scroll reveal on credential text and badge row.
- **Copy:** CREDENTIALS, WHO I AM

### 4.8 cta
- **Layout pattern:** stacked column
- **Ingredients:** Invitation headline ("Let's explore what more is possible."), secondary hook ("Ready to raise performance?"), qualification copy ("For leaders, teams and organisations ready to realise their full potential and translate strategic ambition into stronger performance and durable results."), primary direct communication triggers (Phone: +44 (0) 20 7129 7597, Email: enquiries@danbeverly.com).
- **Why:** High-converting, clutter-free direct call to senior conversation without friction or unvetted scheduling forms.
- **Asset and tool:** none.
- **Motion:** scroll reveal on headline and contact block; hover states with subtle gradient emphasis on phone and email links.
- **Copy:** THE LINES I USE, CONTACT

### 4.9 footer
- **Layout pattern:** split
- **Ingredients:** Left: Dan Beverly logo, London base address ("128 City Road, London EC1V 2NX"), legal corporate details ("Thought Spark Performance Limited. Company No. 14621925. VAT No. GB 367954933."). Right: Direct phone and email links, social links (LinkedIn, YouTube, SoundCloud), British spelling and copyright notice.
- **Why:** Closes the page with complete statutory and corporate transparency suited for UK enterprise procurement.
- **Asset and tool:** `assets/logo.webp`, resize (width: 117px).
- **Motion:** hover states on social and contact links.
- **Copy:** CONTACT, WHO I AM