Case Study: Branding, Website and Print Collateral for Paul Lanfear
The Brief
Paul Lanfear is a Leeds-based property investor, speaker and entrepreneur with multiple business interests and a strong presence in the Yorkshire property community. He approached me to develop a more cohesive brand and a new website that would bring together his personal profile and business ventures in a clear, professional and scalable way.
Paul already had an online presence and a logo, but they didn’t reflect the level he was operating at, or where he was heading next.
He needed a brand that positioned him as a credible thought leader in the property and business space, and a website that could act as a central hub for everything he does.
The Discovery Process
I sat down with Paul to get to know his story, his vision for the future, and how all the strands of his business worked together. We mapped out his ecosystem of brands, platforms and services, and talked about the kinds of opportunities he wanted to attract more of.
This wasn’t just a rebrand. It was about creating a grown-up identity that matched how others already saw Paul—clear, experienced and trusted.
The Approach
We followed my signature Credibility Website Framework, starting with strategy before design:
Positioning First – We defined exactly who the brand was for, what Paul wanted to be known for, and how to communicate it with clarity.
Message That Matches – We worked through the headlines and copy that would reflect Paul’s tone and expertise—staying true to his voice, not marketing jargon.
Offer + Proof Stack – We clarified the offer, built trust with testimonials and credentials, and created a central place for all his content including a “Featured In” page and podcast section.
Conversion Path by Design – We mapped a user journey that naturally guided people towards booking onto his Discovery Day or Breakfast Networking—key entry points to his wider ecosystem.
Polished Presence – We brought everything together with a clean, professional design that felt elevated but approachable. This included photography from his events and adventures, helping showcase his personality and his mission of helping others build lifestyle businesses.
The Outcome
Paul now has a brand that matches his level of experience and ambition. His website brings clarity and credibility to everything he offers, helping the right people quickly understand who he is, what he does, and how to take the next step.
Whether someone visits his site, listens to his podcast or attends an event, every touchpoint now feels aligned, confident and compelling.
What Paul Said
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“Lucy and her team created new branding and a website for me and I was delighted with both. She is an absolute pleasure to work with. Highly recommended.”
– Paul Lanfear
