Forty41
2025 – 2026
Forty41
Website design and build for a leadership and organizational design consultancy, turning dense source content into a scannable story with one clear path to a conversation.
Overview
A calm, credible home for a leadership consultancy
Forty41 is a leadership development and organizational design consultancy founded by Joseph Kimber Jr. It works with universities, national fraternity and sorority organizations, student affairs associations, and corporate teams like Morgan & Morgan.
Joseph needed a website that could explain a service that’s hard to see from the outside, then turn that interest into real conversations. I led the project end to end: information architecture, content structure, visual design, and the Framer build through launch.
Problem
Great source material, written for reading, not scanning
The starting point was a long Google Doc covering mission, values, and seven separate services, from project management consulting to speaking engagements. All of it was accurate. None of it told a visiting leader, in a few seconds, whether Forty41 was for them.
Contact was scattered too. Email links, an inquiry link, and a form all competed for the same lead, which made it harder for Joseph to know where conversations were coming from.
Structure
Turning a services list into a story
People scan before they read, so I restructured the content into a sequence that earns attention one section at a time. The first version leaned on a services grid. The final version follows how Joseph actually works with clients:
A clear promise and one action in the hero
The problem, framed in language leaders already use
The Approach, as three pillars: structure, leadership, and execution
How engagements work: Diagnostic, Design-Focused, and Ongoing Partnership
Who it’s for, so the right visitors recognize themselves
Proof through the organizations Forty41 has worked with
A closing invitation to start a conversation
Most of the copy is paraphrased from Joseph’s source document, and the About page draws on his professional background, so the voice stays his.
Design
Editorial type, quiet color, one clear action
The visual direction needed to feel steady and senior, not salesy. Oswald headlines mix light and bold weights for an editorial voice, paired with Open Sans for body copy and DM Mono for small eyebrow labels. A navy and cream palette with a muted gold accent keeps the focus on the words.
I consolidated every contact point into a single form. “Let’s Talk” sits in a sticky navigation bar, “Start a Conversation” anchors the hero, and “Get in Touch” closes the page. When Joseph later asked to add his Drive/Rapport Diagnostic, I flagged that a second action could pull leads away from that form. We placed it as a soft entry point for visitors who aren’t ready to talk yet, styled as a secondary outline button so the conversation stays the primary path.
Subtle hover states and slide-in animations add polish without getting in the way of the content.
Outcome
Launched with one clear path to a conversation
The site launched in early 2026. Forty41 now has one clear path from first visit to first conversation, a low-commitment way in through the diagnostic, and a credible proof section built around the organizations it already serves.
What I took away: on a consulting site, structure is most of the design work. Deciding what a visitor needs to believe, and in what order, mattered more than any single visual choice.
