From an idea to fully booked in six months

Client: Seth Pierce Climbing · Industry: Outdoor instruction · Work: Brand strategy, logo and identity, web design, Webflow development, SEO · Timeline: 3 months to launch

Seth came to me with an idea: a climbing instruction business for people new to the sport. There was no brand and no website yet. Over three months I took it from concept to a launched brand and site.

The challenge: earn trust before the first lesson

Climbing is a sport where safety and expertise matter. New climbers needed to trust Seth before they ever met him, and the business needed to show up when people searched for lessons nearby.

What I did

1. Started with the people

We began with user stories and business goals: who books climbing lessons, what worries them and what would make them confident enough to sign up.

2. Built the brand

I created the identity and visual direction to feel professional and approachable, so the brand speaks to beginners without losing credibility.

3. Designed and built the site in Webflow

Photography leads the experience, from a hero that pulls visitors into the climbing world to cards that show what a session with Seth looks like. The site is built in Webflow so Seth can update it himself.

4. Set up search from day one

Page structure, metadata and local search basics were part of the build, not an afterthought.

Results

• A complete brand and website, from first idea to launch in three months.
• Fully booked within six months.

“Jon did an incredible job from branding to design and website launch. He was efficient in all of the work, collaborated with me, and communicated closely. I highly recommend his services.” — Seth Pierce, founder

What this shows

Strategy, brand, design and development work best when one person carries them all the way through. Nothing gets lost between hand-offs.