Brand Strategy and Identity Development for a Purpose-Driven Coaching Company

When Presence on Purpose came to me, they were still conceptualizing their business. Before design began, we needed clarity on positioning, personality, and their fundamental beliefs.

Strategy & Positioning

We began with a competitor analysis of ten brands in their space to understand the norms and uncover the opportunities for differentiation. This helped define where they needed to align with customer expectations—and where they needed to stand apart.

Next, I guided the team through my Brand Expression Exercise to articulate their fundamental beliefs as a business, their desired perception, and how those beliefs should translate visually and verbally. This process gave us a clear brand personality to anchor every decision to.

Identity Development

With strategy in place, we explored multiple mood board directions to establish tone. Once aligned, I developed their logo suite, color palette, typography system, and overall brand guidelines.

The result is a grounded, intentional identity that reflects who they are at their core: Inspiring, Intentional, and Provocative.

Brand Implementation

With their brand guidelines in place, I created a fully responsive website, a branded PDF lead magnet, and a customizable slide deck template.

Each touchpoint works together to create a cohesive, confident brand presence from launch forward.