Mama Financial
Maternity Leave Financial Coach
Fefe Gong is a maternity leave financial coach. Through Mama Financial, Fefe helps expecting solopreneurs build a maternity leave plan that supports their business while giving them peace of mind.
As a Certified Public Accountant with over 15 years in corporate finance—and a mom who also runs a real estate business—Fefe brings both financial expertise and lived experience to her work. She understands the numbers, and the real-life challenges that come with growing a family while running a business.
Fefe believes her clients deserve support that meets them where they are—calm, clear guidance that respects both their roles as a mother and a business owner.
Project highlights
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From invisible to visible
Fefe went from having nowhere to send potential clients to having a polished online home that showcases her story, offers, and expertise.
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Brand identity from a blank slate
Starting with no logo, no colours, and no clear visual identity, Fefe now has cohesive branding that ties her entire business together—from her website to her program materials.
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A stress-free, supported process
Instead of overwhelm, Fefe experienced a guided, collaborative process with clear updates and easy next steps, making the project feel simple and doable.
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Confident to share and grow
Now equipped with clear service pages, a sales page, and a lead magnet opt-in, Fefe can confidently market her business and reach more of her ideal clients.
Project goals
Fefe did not have a website yet and relied solely on Facebook as her marketing strategy. She was facing a visibility problem and had no place to showcase how she could help others.
She wanted a website that would:
Clearly articulate her services and offers to help potential clients understand her value proposition and identify the most suitable service for their needs.
Guide potential clients toward taking the first step to working with her by encouraging them to sign up to her programs.
Build authority and trust within the niche of financial planning for business owners on maternity leave.
The “Before”
When we first connected, Fefe was just beginning her journey as a maternity leave financial coach and preparing to launch her signature program, The Maternity Money Method. She was eager to start marketing but felt stuck. Without a website or social media presence, she had nowhere to point potential clients.
Creating a website had been on her to-do list for some time, but she worried about how she would manage and maintain it on her own. On top of that, she didn’t yet have a clear brand identity, which meant we were starting from a true blank slate.
“Before working with you, I was facing a visibility problem and had no place to showcase how I could help others. I wanted to start marketing, but I felt held back because I didn't know what I would point potential customers to (since I didn't have a website or social media presence yet).”
- Fefe Gong
Colors & Fonts
I chose a calm yet confident colour palette to reflect Fefe’s supportive and grounded energy.
The warm neutrals and soft greens stand for calm, safety, and growth, while muted gold and earthy ochre add a sense of strength, trust, and authority. Together, they strike the right balance between nurturing elegance and financial expertise.
To create a polished and approachable look that matches Fefe’s blend of gentle support and structured guidance, I used Playfair Display for headings and Poppins for body text.
Logo
I designed the primary logo to balance calm presence with quiet authority, reflecting Fefe’s mission to support solopreneur moms through maternity leave planning. “Mama” in an elegant script conveys warmth and care, while “FINANCIAL” in a bold serif grounds the brand in credibility and trust.
I also created a modern, minimal lotus mark inspired by Fefe’s vision, symbolising growth, transformation, and resilience—much like the journey of motherhood and entrepreneurship.
To ensure versatility, I designed alternative dark versions so the logo remains clear and impactful across different backgrounds.
Stock Photography
Fefe described her brand personality as wise, thoughtful, friendly, calm, and approachable, which I used as the anchor for curating her stock photo collection.
I ensured that the photos reflected her values of nurturing support, empowering clients through clarity, and honouring the full motherhood–entrepreneurship journey. The images focus on real, relatable moments—calm workspaces, enjoyable time with baby, and confident women, so that visitors feel reassured, safe, inspired, and understood.
Copywriting
During our kick-off call and strategy session, Fefe and I worked together to clarify her audience, her approach, and the unique impact of Mama Financial.
Drawing from her brand questionnaire, course program outline, and our conversations, I crafted all of the website copy, from the Home page and About page to the two Services pages. Fefe provided her program materials as a foundation, and I shaped them into clear, client-focused messaging.
Written with her ideal clients in mind—expecting solopreneurs preparing for maternity leave—the copy speaks directly to their challenges of balancing business and motherhood while establishing Fefe’s authority as a financial expert. By weaving empathy, clarity, and her personal story throughout, the website now communicates her credibility, builds trust, and guides potential clients seamlessly toward signing up for her program
Branded Course Materials
To ensure Fefe’s program felt cohesive across every touchpoint, I created branded mockups and refreshed her course materials to align with Mama Financial’s new identity.
While Fefe had initial drafts, they didn’t yet reflect her updated colours, fonts, or logo. I created polished covers for her course slides and designed mockups for her program materials, giving her signature offer a professional, consistent look that reinforces her brand at every stage of the client journey.
Website
I pulled together Fefe’s brand colours, fonts, logo, photos, and copy into a cohesive online presence that feels both professional and supportive.
The user journey moves from understanding Fefe’s offers and deciding which is right for them, to getting to know Fefe and the value she brings, and finally signing up with confidence.
To meet her goals, I built out separate service pages so visitors could see exactly what each service included, added FAQs to address common hesitations, and created a lead magnet opt-in page to support her marketing. The end result is a website that Fefe can confidently point potential clients to, a space that truly represents her and her work.
The finished site includes:
Core pages: Home, About, Contact
Service pages: including a sales page for her signature offer
Lead magnet opt-in page for her free resource
Scroll to view the full page ↓
Results
Together, we transformed Fefe’s blank slate into a cohesive brand and website that gave her visibility, confidence, and the tools to grow her business.
Here are some project highlights:
-
From invisible to visible
Fefe went from having nowhere to send potential clients to having a polished online home that showcases her story, offers, and expertise.
-
Brand identity from a blank slate
Starting with no logo, no colours, and no clear visual identity, Fefe now has cohesive branding that ties her entire business together—from her website to her program materials.
-
A stress-free, supported process
Instead of overwhelm, Fefe experienced a guided, collaborative process with clear updates and easy next steps, making the project feel simple and doable.
-
Confident to share and grow
Now equipped with clear service pages, a sales page, and a lead magnet opt-in, Fefe can confidently market her business and reach more of her ideal clients.
CLIENT TESTIMONIAL
“From no visibility to a professional online home”
“Before working with Fiona, I only had Facebook and was facing a visibility problem, I had no place to showcase how I could help others. Now, I am expecting this new website to help me market my business so much better than before because now I have all my offerings, sales page and background all in one place. My friends who have seen the site so far love it and say that it looks very professional but still showcases my warmth and personality!”
Fefe Gong
Maternity Leave Finance Coach
Mama Financial
Ready for a website that clearly showcases your work and attracts the right clients?
Check out my services page to see how we can work together.