When someone has spent 20 years building their career, the challenge isn't finding enough to say. It's working out what deserves to be said.
That was one of the biggest parts of building Innerventure with psychologist Jason Patchell.
Jason's career has taken him deep into the world of high-performance sport. He's spent years working with world-class athletes, including more than a decade at the Australian Institute of Sport, and today works as Lead Psychologist at Surfing Australia. His work has taken him to some of the biggest sporting stages in the world, including the Olympic Games with Australian surfing.
But when we started working together, the goal wasn't to build a website that simply documented everything Jason had already done. It was to create a digital home for what came next in his career.
Once we had a clearer understanding of the brand, audience and messaging, I designed and developed the Innerventure website in Squarespace. The site needed to establish Jason's credibility without relying entirely on his sporting credentials, explain the thinking behind Innerventure, introduce his services and give people a clear pathway to work with him.
I also connected the website with his existing booking platforms, making sure the site wasn't just somewhere to learn about Jason, but something that could actively support the growth of his clinic.
Squarespace was a deliberate choice for the project. As Innerventure grows and Jason's work continues to evolve, he needed a platform he could actually take ownership of. Once the website was complete, I taught Jason how to use and manage it himself so he could continue adding to it rather than relying on a developer for every change.
I think that's especially important when you're building an online presence around a person and their expertise. The website needs to be able to evolve with them.
There was also a personal element to this project that made it particularly special.
Jason became a good friend throughout the process, and somewhere along the way our professional worlds started overlapping too. Seeing him work with athletes I've previously worked with myself made the whole project feel a little full circle.
Innerventure now gives Jason a space to bring together everything he's learned across 20 years of high-performance environments while creating room for the next part of his career to take shape. That is exactly the kind of service-based website project I love working on.
Sometimes a client doesn't come to me knowing exactly what their brand should look like, what their website should say or even how they want to show up online.
They just know they're ready to show up. My job is helping them work out what that looks like.
