All work
Case study
The Leadership Note
A bold, notebook-inspired home for Eric's once-a-month lesson on real-world leadership.
- Client
- The Leadership Note
- Industry
- Newsletter
- Scope
- Full Website
- Year
- 2026
The challenge
Most leadership content lives in keynote abstractions and theory dumps. Eric's newsletter is the opposite: one short lesson a month, built from real choices, the thing you did, or didn't do, at dinner last night. He needed a landing page that captured that plainspoken, no-jargon voice and turned a cold visitor into a subscriber in a single scroll.
What we did
We designed the site like a page Eric marked up himself. Ruled notebook paper, ultramarine ink, and a highlighter-yellow accent give it a hand-written honesty, and the hero animates through the places leadership actually shows up, homes, classrooms, work, friendships, before landing on “everywhere.” From there the page walks through the idea, what's inside each note, a real sample, and the FAQ, with a beehiiv-powered signup and a sticky join prompt always within reach.
The result
A newsletter home that reads the way the notes do: direct, warm, and free of jargon. Visitors get the promise immediately, clear standards, real choices, one lesson a month, and a signup that feels less like a form and more like turning to the first page.
What we delivered.
- A bold "ink & highlighter" identity, ruled notebook paper, ultramarine ink, and a highlighter-yellow accent
- An animated hero that cycles through where leadership shows up before settling on "everywhere"
- A section-by-section pitch: the idea, what's inside a note, a real sample, and an honest FAQ
- beehiiv newsletter integration with an on-brand signup and a sticky join prompt that stays in reach
- Hand-annotated typography, underlines, circles, and highlighter swipes, that make the page feel marked up by hand
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