Wainwright Yu
Leadership & Neurodiversity Coach
Wain is a technology executive, mindfulness teacher and leadership coach for neurodivergent leaders. We built his coaching brand from the ground up: a rooted, hand-sketched identity, a LinkedIn profile that speaks to the leaders he serves, and a Framer website that turns curiosity into booked calls.
The client
Wainwright (Wain) Yu spent years leading engineering teams in big tech before turning to coaching. Today he combines three worlds: senior technology leadership, mindfulness teaching (he runs the 8-week, evidence-based Mindfulness-Based Strengths Practice) and coaching for neurodivergent leaders who want to harness their often hidden strengths. His message is simple: your difference is your strength.
The challenge
Wain had the experience, the programmes and glowing words from the leaders he had mentored, but nothing that looked like a coaching practice. His LinkedIn still read like a tech executive's CV, there was no logo or visual identity, and there was no website to send people to. Prospects couldn't see what he offered, who it was for, or how to start.
Our approach
We started with his story, not with colours. Wain talks about strength that is “deeply rooted, nourished by soil rich in its own unique history”, so we sketched sprouts, roots and layered soil until one mark said it all. That identity then carried through his LinkedIn profile and a calm, nature-led website built around one clear next step: book a call.
Logo & Branding
A sprout rising from layered arcs of soil and fire: growth that is rooted in who you are. The greens carry growth and calm, the earthy browns his history and grounding, and the ember orange the “quiet fire” he writes about. Migae, a warm serif, gives headlines a human voice, while Inter keeps everything else clean and easy to read.
Logo mark
Primary logo on Soil- Sprout#38B000
- Forest#007200
- Ember#F39511
- Clay#9A340C
- Soil#280F0A
- Sand#EFE9E0
LinkedIn profile optimization
Profile photo, custom banner, headline, About section and branded Featured cards, so Wainwright's profile works like a landing page and matches the rest of the brand.
Coaching website
A Framer website for Wainwright Yu: leadership & neurodiversity coaching. Built to explain the offer clearly, show proof early and make booking a call effortless.
Visit the live websiteLive website: scroll and click to explore
“The best thing about DesignMingle is their openness to incorporate feedback and the speed at which they operate. It felt like working in an agile startup: rapid iterations towards a great product.”
Wainwright YuLeadership Coach & Author
