Kelli Brunton Leadership Coaching
Brand Strategy and Identity Design
A new business offering coaching, training, and online courses in leadership.
Full disclosure, Kelli is my wife. So what use is this case study?
Well, firstly, it is still very much a ‘real’ project as I worked with Kelli to help launch her new service-business.
Secondly, it allows me to showcase more of my process than agency work, team projects, or NDAs usually allow.
Most competitors either appear bland and corporate, or promote the coach as an archetypal social media influencer personality, with an emphasis on glamour and lifestyle photography.
The task here was to create something fresh and vibrant that appealed to a new generation of leaders and made them the hero of the story, not the coach.
In consultation with the client, I developed this word cloud of keywords that express the soul of the brand.
The ‘KB’ icon is constructed from simple geometry, its solid forms appear strong and confident.
The colour palette is vibrant but not garish; an ensemble which stands out amongst the corporate sea of white / grey / single accent colours as more appealing to the target market of young entrepreneurs.
We also consciously avoided pastels or pinks—a cliché too often used for the personal brand of female led enterprises.
The impression created by the wordmark is professional yet modern and open.
It can be used in isolation or as part of a combination mark where the light weight of the type contrasts pleasingly with the heavy icon.
The following applications illustrate the scope of the brand identity system, beyond simply a logo design.
Kepler Standard Semibold Display (designed by Robert Slimbach) is utilised as a contrasting display typeface.
A wide range of applications were considered including presentation screens, merch, and signage for live events.
The simplicity of the icon ensures longevity.
Future campaigns can utilise textures, gradients, and alternative crops of the shape.
We are currently developing a website, ahead of the business launch in June 2021.
"By working with Matt I’ve gained so much more than a logo. His process helped me articulate the values of my business and he’s created a brand I love that will help me stand out."
— Kelli Brunton, Founder