Reenergizing a Legacy Brand

Proctor Gallagher Institute brought me on as their sole creative to revitalize their brand and lead all creative moving forward.

Strategy & Positioning

I began with an audit of the existing brand to understand prior decisions and identify gaps. From there, I guided the team through my Brand Expression Exercise to define:

• Core beliefs

• Desired perception

• Visual and verbal direction

This process established a clear brand personality to anchor every decision:
Confident. Clear. Passionate.

I retained the existing logo due to its strong recognition and meaning, refining it with subtle adjustments to create a more modern and versatile mark.

I also developed a new color scheme for them that aligned with their brand values and met accessibility standards. I chose colors that reflected their beliefs—blues for trust and intelligence, purple for wisdom and spirituality, and green for growth and prosperity.

Website Updates

With the foundation in place, I redesigned key areas of the website to reflect the updated brand and improve the user experience.

I created flexible components and templates to streamline page creation—allowing the team to build and update content efficiently while maintaining consistency.

Marketing Campaigns

I created all marketing assets required for their webinar and product campaigns, including landing pages, emails, social media, video, and program assets. I worked closely with their Marketing Director, Videographer, and Developer to ensure alignment across all touchpoints and create a cohesive campaign experience.

Conference Speaker

I was invited to speak at Proctor Gallagher Institute’s semi-annual event—Grow Your Business: Coaches Training in Scottsdale, Arizona. At this event, Proctor Gallagher Institute team members spend multiple days pouring into their consultants so that they are equipped and empowered to sell PGI products in the marketplace.

During a dedicated bonus session, I led an hour-long training on branding, helping consultants understand the importance of branding and how to align with the PGI brand while building their own.