Subtitle: Website Design, Illustration & Brand System Role: Design Partner Timeline: 2025 URL: https://hunterandbard.com/portfolio/shira-abel
This foundational brand and platform build established the digital home for Shira Abel's personal brand as a keynote speaker and perception strategist. By architecting a visual system that bridges corporate and association credibility with creative distinction, the project successfully decoupled Shira's thought leadership from the agency's service offerings while reinforcing her status as a global industry expert.
Shira Abel required a high-authority digital presence to support her global speaking career and perception strategy practice—distinct from the Hunter & Bard agency brand. The challenge was to communicate executive credibility to enterprise clients and professional associations while maintaining the approachability of a personal brand. The platform needed to showcase complex methodologies while providing a seamless conversion path for association boards, event organizers, and executive teams.
Developed a custom illustration library to visualize abstract concepts like perception gaps and organizational diagnostics.
Impact: Established a signature visual language that made complex strategic frameworks instantly accessible for C-suite and association audiences alike.
Implemented a high-end editorial typography hierarchy, blending serif display type with clean sans-serif body text.
Impact: Positioned the platform as a prestigious publishing-quality experience, elevating Shira's status as a published authority.
Designed modular, self-contained service pages for keynotes and workshops optimized for direct traffic from global events and association conferences.
Impact: Created a frictionless path from audience interest to executive booking, treating each service as a high-conversion landing page.
Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.
We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.
We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.
Perception = (Story × Visibility) ÷ Noise
This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.
Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.
Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.