Kari Points
Sectors: Coaching · Genealogy · Racial Justice
Location: Durham, NC
Services: Logo & Color Palette, Copywriting, One-Page Squarespace Site, Booking & Email Signup, Basic SEO, Squarespace Training
Website: karipoints.org
The Challenge
Kari Points is a genealogist, coach and longtime racial justice organizer in Durham, North Carolina. In 2024 she was launching something almost no one else offers: anti-racist genealogy coaching for white people. She had no website for it and no logo, and most people she wanted to reach had never heard the phrase “anti-racist genealogy.”
She needed a site that explained a brand-new kind of service, and she needed it fast.
What We Did
We built her brand and her site in a one-day intensive, with a kickoff and pre-work the week before.
A logo and palette. A simple logo and a warm color palette that match her photos and her voice.
Copy that explains the work. Short questionnaires drew out what the coaching includes, who it’s for and why it matters. We shaped that into one page that walks a visitor from “what is this?” to “book a call.”
One page, everything on it. An overview of the offer, her two services (research coaching and ancestor trip planning), About Kari and a contact form, built in Squarespace with her own photos.
Ready to book and to grow. Booking through zcal, an email signup in the footer, and basic SEO (titles, descriptions, alt text, image compression).
Training. A recorded walkthrough so Kari could update the site herself.
The Landing Page
Scroll the page 👇
The Outcome
Kari launched with a clear, personal page that explains what anti-racist genealogy is and how to work with her. Two years later she’s still building on it: the same page now announces her new Curse Breaking series.
See it live → karipoints.org
Testimonial:
“I was launching a new offering of anti-racist genealogy coaching, which is not exactly something that anyone else is providing. I needed to get the word out to people who might be interested in hiring me, and I also needed to explain what anti-racist genealogy even is. Salaams helped me tell the story of what my offering consists of, who it’s for, and why it’s valuable. It was so easy, and it was fast too. They worked with the copy and photos I provided, so it felt like it embodied my aesthetic, and crafted something out of them that I couldn’t have created on my own. And they designed me a great logo that I’m still getting compliments on! Would I recommend Salaams? Absolutely. I already have.”
-Kari Points
In Short
A new kind of coaching got a brand, a logo and a one-page site in a single day.
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