A brand strategy consultation was the catalyst to establishing a presence in the saturated industry of executive coaching for this newly-formed company. The design objective was to convey a warm and trust-worthy yet bold and competent style. The design also reflects the consultant's strong affinity for light and nature, as well as her preference to work with progressive companies that recognize the importance of developing strong leaders. The strategy consultation examined differentiators, value, and positioning to further inform the design and company messaging.