THIS CORPORATE LIFE BRAND CREATION
Creating a coaching brand for corporate trailblazers
Challenge
As a proud Tūhoe & Kahungunu woman who took an unconventional corporate career path, Leila Botham is passionate about diverse representation in boardrooms and leadership teams. Her coaching business, This Corporate Life (TCL) needed a brand identity with diverse appeal for corporate career builders who break the conventional mould.
Approach
Our 'trailblazers' concept captures a pioneering spirit, by creating a path that isn't already there and blazing a trail for others to follow.
Solution
The trailblazer idea was brought to life with a flexible graphic device symbolising tailored individual journeys alongside structured support, to help trailblazers realise their career vision.
BRAND CONCEPT
LOGO
DESIGN SYSTEM
BRAND GUIDELINES
TONE OF VOICE
DESIGN EXPRESSION: Layered with images, shapes and type, the graphic device forms the dynamic backbone of the design system by modulating space and creating an endlessly adaptable visual language for the TCL brand.
FLEXIBLE APPLICATION: From workbooks to PowerPoint presentations, business cards and more, the design system was designed to adapt to multiple formats and varied expression, whilst retaining instant recognisabliity.
SOCIAL TEMPLATES: Gaining brand traction and maintaining thought leadership through social media is an important part of the TCL strategy. Social templates helped TCL posts to be distinctive and stand out in social feeds.
MERCHANDISE: Branded merchandise for highly networked clients helped to keep the TCL brand top of mind for recommendation.
BRAND GUIDELINES: Comprehensive brand guidelines ensured consistent, yet flexible application of the brand during the start up phase.