Marriage Coaching for You

Project Overview

Brand Strategy • Visual Identity • Website Design

Malka Neustadter is a marriage coach for women—but not in the “fix-your-husband” sense. Her work focuses on inner transformation, helping women shift from frustration to self-ownership and rediscover joy in marriage by changing how they relate to themselves.

When Malka came to me, she wanted her brand to feel strong, authentic, and safe—the way her clients feel sitting across from her, tea in hand, in a calm, light-filled kitchen.

Our goal was to create a brand that feels homey yet wise, soft yet grounded, spiritual yet real.

Strategic Foundation

During the discovery phase, we uncovered three pillars that defined Malka’s positioning:

1. Strength & Warmth: She helps women find stability through self-awareness, responsibility, and faith.

2. Light & Clarity: Her work is about illumination, not quick fixes.

3. Depth & Humanity: Every conversation starts with compassion and honesty.

Malka’s brand archetype is a blend of Sage + Caregiver, offering guidance through wise understanding rather than authority.

Golda Meir, Brand Persona

We anchored the brand persona in Golda Meir— a woman who embodied strength, conviction, and heart. Golda had always felt like a role model for Malka and her voice inspired the tone of the brand:

From this we developed the sub-persona we called “The Bubby Next Door”—the coach you trust because she’s been there. She doesn’t preach from a podium; she sits with you at the table and turns on the lamp.

Concept & Logo

The central visual metaphor is light—Malka helps clients see what was always there, but hidden beneath confusion.

We chose a table lamp as the main symbol for the following reasons:

• It evokes home, warmth, and safety.

• The dangling heart detail on the cord nods to marriage and intimacy.

• The shape balances feminine curves with sturdy structure, just like Malka’s coaching style.

The tagline “Illuminate Your Marriage” ties the emotional and visual concepts together seamlessly.

Visual Identity

Color Palette: Sea | Sky | Sand | Rose | Bougainvillea

A color story rooted in Israel’s landscape and light. Calm, natural, and full of hope.

Typography: Buttershine & Futura Std

Buttershine adds a gentle, feminine flow; Futura balances it with clarity and logic.

Textures: Paper, Tear, Light Gradients

Used to evoke introspection, imperfection, and emotional honesty.

Website Design

Coachmalka.com

Built on Wix for simplicity and accessibility, the site was structured to mirror her coaching journey:

• Hero section: “What happened to the friendship we once had?” invites reflection rather than sales.

• Process section: Guides users through the four coaching stages—Telling the Story → Sorting → Reflecting → Creating a New Story.

• Tone: Sincere, direct, encouraging—a conversation, not a pitch.

  
  

Brand Voice

Keywords: Honest · Reflective · Kind · Intelligent · Faith-anchored · Real

Malka’s voice bridges the spiritual and psychological—a balance between faith and emotional literacy. The brand feels like a quiet conversation in a warm room. Exactly how Malka wants her clients to feel.

The Result

✔ A distinct brand persona that stands apart in a crowded coaching market.

✔ Visual and verbal consistency across social, web, and print.

✔ A cohesive identity that embodies her message of illumination, trust, and growth.

✔ A fully functioning Wix site with launch campaign and branded content series.

✔ Branded social pages across 4 platforms (LinkedIn, Facebook, Instagram and Youtube), content templates, and a coordinated social launch.