At its core, coaching is a relationship. The new logo shows two breaths circling each other in relationship, encouraging each other and making each other stronger.

Their team focuses on increasing both profitability and purpose for the leaders they coach.

I designed the brand color palette to embody this paradox, with a subtle orange-to-red gradient, showing how purpose and profit can blend and live in the same space.

I selected fonts that were straight forward and modern, with headlines set in Acumin Extra Condensed and Epilogue for body copy.

The breath motif extends from the logo into an expressive brand pattern element that adds dynamism and energy to the coaching journey.

I condensed every design decision into a document to help the Encouraging Leaders brand stay strong and consistent into the future.

Their three full-time team members had plenty of design needs, but not a lot of design training. So, we developed an AI Design System in Claude—trained with their brand guidelines, brand assets and my professional design guidance—which they’ve used to create marketing materials, web-apps, handouts for client workshops and more.

To start, they’d create a first draft using Claude Design. Then, they’d share the draft with me for a design and branding review. I’d give them feedback, and they’d use AI to implement my notes.

The new process increasing efficiency and decreased communication burdens for simple design needs.