Case study / Women’s leadership coaching / Career transition platform
Concept, brand, and website build for a women’s midlife coaching platform
Third30 launched with no brand, no name, and no site. Over six months, developed the concept, shaped the research, wrote every word, and built the complete platform from scratch.
The brief
A bootstrap startup with a founder, a mission, and nothing else
Heidi Hutchison had lived the problem. A senior marketing executive with more than 25 years of experience, she found herself pushed out of the market by ageism at the peak of her capability. The insight was sharp and the audience was real, but Third30 was a bootstrap startup: no brand, no name, no budget infrastructure, no team, and no existing market presence to build from.
The brief: shape the concept from first principles, develop the research base, build the full website from scratch, create the content architecture across every hub, write all copy, design and develop the proprietary career assessment tool, and produce the presentations that would support the launch and the founder’s public story.
What was delivered
A complete platform built from first principles
Every element of the Third30 platform was developed end to end: concept shaping and research, brand positioning, full website architecture and copy, content hub strategy, articles, resources, conversion flows, and a proprietary career assessment tool licensed from Karen Elaine Lewis LLC.
Star work
The work that gave the platform its foundation
CAP: Career Archetype Profiling Method
Designed, developed, and licensed as proprietary IP through Karen Elaine Lewis LLC, CAP is the assessment engine at the center of the Third30 platform. The Career Archetype Quiz gives women over 50 a structured, research-grounded way to identify their professional evolution style, core strengths, and potential paths forward in five minutes, with immediate personalized results. It anchors the How It Works journey and drives discovery call conversion throughout the site.
Career Transitions Hub
The hub architecture organizes a complex, emotionally charged subject into six clear, actionable sub-hubs: transitioning at 50-plus, assessing skills and strengths, exploring career options, job search and interview strategies, preparing for success, and reinventing your career. Each hub functions as a standalone resource and a step in a larger guided journey, building the kind of depth that earns trust before a coaching conversation begins.
The Third30 concept and name
The name came from a simple but precise reframe: the decades after 50 are not a decline, they are a third chapter of thirty years. The concept transformed a stigmatized conversation about ageism into an affirmative identity and a movement. Every word on the site, from the homepage headline to the FAQ copy, was written to carry that reframe without overexplaining it.
T30 Blueprint Assessment framework
The methodology copy for Third30’s core coaching assessment covers four structured dimensions: professional identity and experience, values and purpose alignment, future vision and opportunities, and action planning. Written to be rigorous enough to justify a 90-minute engagement and warm enough to feel like a conversation, not a questionnaire.
From the site
What if these next thirty years weren’t an afterthought? What if they were the chapter where everything comes together. Where wisdom meets opportunity. Where experience meets purpose.
Welcome to your Third30.
Live results
The platform live and the founder on stage
Third30 launched as a fully operational platform, with the complete site, content architecture, assessment tool, and conversion flows in place. Founder Heidi Hutchison subsequently delivered a TEDxSanDiego talk, “Midlife Is Your Power Move,” using the positioning and narrative built through the engagement.
Let’s work together
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