Owners Club. Love Your Business Again.
A business coaching brand built on operational rigor - designed to feel as confident, calm, and clear as the systems they install.
Client
Owners Club (OC3)
Year
2026
Industry
Business Coaching
Scope
6 pages, custom Squarespace build, conversion funnel
The Brief
A coaching brand for owners who are exhausted by their own success.
Owners Club (OC3) helps small business owners - typically $500K-$3M revenue, working 60-80 hours a week - transition from exhausted operators to confident owners. Founded by Young Han (formerly Apple, Starbucks), the consultancy's promise is operational: install the Owner's System and watch the business start running without you.
The challenge for the website wasn't messaging - Young, Maeve, and the team had that nailed. It was translating a calm, confident, results-driven philosophy into a site that felt like the work they do: precise, professional, warm where it matters, and unflashy where it doesn't.
“Real systems. Real numbers. Real accountability. Not vibes - results.”
- Owners Club brand promise
The Challenge
What we had to balance.
Two audiences in one funnel
Visitors land curious, but the site has to convert them into a 15-minute discovery call without ever feeling like a sales page.
Authority without intimidation
Young's background is Apple-and-Starbucks pedigreed. The site needed to signal that without alienating an HVAC owner.
Warmth without softness
Coaching sites often go either too corporate (cold) or too friendly (unserious). OC3 had to feel like an operator, not a guru.
Color discipline
Earlier iterations were either too colorful (jarring) or too white (lifeless). The system had to be the design.
Squarespace constraints
The platform had to support a brand-grade build without custom dev infrastructure.
Iterative client feedback
Maeve, Kevin, and Isaiah each had distinct asks. The system had to be flexible enough to absorb them without breaking.
Our Approach
How we built it.
Listen. Diagnose. Translate.
We treated the site the way OC3 treats their clients: assess first, prescribe second. Multiple rounds of stakeholder feedback (video, written, annotated) were translated into structured, page-by-page action items before any pixel moved.
Build the system, not just the pages.
Rather than designing screen-by-screen, we built a tokenized design system (Balanced v3.0) - colors, type scale, spacing, components - and let the pages emerge from disciplined application of it. Every section earned its color.
Ship, observe, refine.
We used UXPilot for fast iteration on UI components, then implemented in Squarespace with custom CSS. Stakeholder rounds were tight loops: 24-hour turnarounds, video feedback, structured spec updates.
The Design System
A system tuned for confidence.
We built around four operating principles: 60-70% white as the foundation, taupe for warmth, olive for grounded authority, navy as the anchor. Primary blue is reserved exclusively for action - buttons, links, the things you click.
Color Palette
Navy
Anchor - nav, footer, final CTAs
Primary Blue
Action - CTAs, links
Taupe
Warmth - hero, process, newsletter
Olive
Authority - feature sections
Mauve
Accent - badges, eyebrows
Off-white
Subtle break
Typography
Headings
Aa
Lora Medium / SemiBold
Used for all headings and display text
Body
Aa
Inter Light / Regular / Medium
Used for body copy, labels, and UI elements
Page Showcase
The pages.
Home
Taupe hero, the Owner's System in olive, the warm process in taupe, navy commitment close. The whole color story in one scroll.
About
Personal where the work is personal. Team photos, the why, beliefs grounded on olive.
Our Method
The three systems get the spotlight: Dashboard, Scaling With People, Developing Leaders. Each gets its own treatment.
Community
DIY tier positioned without diluting the 1:1 outcome story. Free Slack community, workshops, events, and the 1:1 coaching program side by side.
Learn More
Two things only: book a call with Maeve, subscribe to the newsletter. No friction. The call breakdown (15 min your story, 10 min questions, 5 min next steps) sets honest expectations.
Design Decisions
The decisions that made it work.
Color earns its place.
We held a strict 60-70% white rule. Accent colors (taupe, olive, navy) only appear where they signal something - warmth, feature, authority. Never decoration.
Shapes do the heavy visual lifting.
Decorative shapes are colorful (not neutral) and placed intentionally - used as vector files, never shaded PNGs. The shapes carry visual interest so the type doesn't have to.
One CTA. Everywhere.
The 15-minute discovery call is the only commitment we ask for. Every page funnels there. The button is always primary blue. No competing asks.
Conversion Strategy
Designed for one outcome.
The site has one job: get the right owner on a 15-minute call with Maeve. We engineered the funnel around that. The Contact page was deliberately stripped down to two elements: book a call, subscribe to the newsletter. Maeve's bio sits alongside the booking form so visitors meet her before they meet her.
Land
Every page leads with the owner's pain in their own language. "If you're working 60+ hours and still the bottleneck..."
Convince
Social proof (74+ owners, 100% take vacations, $10M+ revenue supported), case studies, and the Owner's System framework.
Call
One CTA, repeated three times per page, always going to the same booking flow. The Contact page has two elements: book a call, subscribe.
“We're at the finish line, and I'm really, really happy with it. I appreciate the hard work.”
Maeve Driscoll
General Manager, Owners Club