Alessio Leuzzi is an established marketer and copywriter, co-founder of LiberaMente. As a professional in the marketing field, Alessio needed a personal brand that reflected his personality and professionalism while attracting the right target audience.
Despite his expertise in the field, Alessio found himself with a poorly defined brand identity: colors chosen without real hierarchy or underlying strategy, fonts that didn’t adequately represent him, a logo with readability and visual consistency issues, and an online presence that didn’t effectively communicate his value.
Alessio needed a visual identity that not only appeared professional but authentically resonated with his personality and distinguished him from the competition.
The Process
1. RAH Colour Test
I started the project by applying the RAH Colour Test, developed by Andreea Hartea. This innovative diagnostic tool goes beyond traditional color psychology, analyzing unconscious associations between colors and positive emotions in Alessio’s implicit memory.
The test allowed us to identify shades that evoked happy and positive memories for Alessio, creating an authentic foundation for his color palette. This approach ensures that selected colors don’t simply follow industry conventions but emotionally resonate with Alessio himself.
2. Creating the Color Palette
Starting from the RAH Colour Test results, I developed a personalized color palette that visually tells Alessio’s story, 100% reflects his personality, creates immediate impact with viewers, and stands out in the competitive landscape of marketers.
3. Logo Redesign
The original logo presented several critical issues:
- Readability problems
- Non-optimal spacing
- Inconsistent typography
In the redesign process, I maintained the initial concept that evoked a triangle shape, a distinctive element of Alessio’s identity, while improving all technical aspects to make it more readable, immediately recognizable, visually balanced, and versatile across different sizes and media.
4. Website
I designed the homepage structure following a strategic path that guides users through who Alessio is (presentation and credibility), the solutions he offers, free resources for lead generation, news to index the website, references for social proof, and how to contact him for more information.
This approach was designed to maximize visitor-to-potential-client conversion, making immediate understanding of the value Alessio can offer.
The site was developed on WordPress with advanced features:
- Integrated e-commerce for selling courses and programs
- Automation system for newsletter subscription
- Mechanisms for delivering free content as lead magnets
- E-learning platform for the “InstaLaunch” mentorship program
Want to take a closer look?
The Result
In just one month of work, we completely transformed Alessio Leuzzi’s visual identity, creating a digital ecosystem that:
- Authentically communicates who Alessio is as a professional
- Visually stands out thanks to a unique and personal color palette
- Effectively guides visitors toward action
- Integrates advanced tools for lead generation and conversion
The new site isn’t just a showcase but a true business tool that supports Alessio in achieving his professional goals.
Methodology and Value
This project demonstrates the effectiveness of an integrated approach to personal branding that combines advanced color psychology (RAH Colour Test), user-centered strategic design, authentic and differentiating visual identity, and technical implementation of marketing and conversion tools.
Alessio Leuzzi’s brand transformation perfectly represents my approach to design: transforming visibility into concrete conversions through an authentic, strategic, and technically impeccable identity.
