Melissa McCullough Coaching & Consulting
THE BRIEF
When Melissa McCullough reached out to me, she was in the process of transitioning from her career as an HR professional into embodiment coaching. She’d recently become a Master Certified Coach and was excited for this next chapter of her career. But she knew she was one of a growing number of coaches out there (including 300 graduating from her program) and she was determined to strategize her brand to distinguish herself so she could make a real impact.
SCOPE OF WORK
Brand Strategy
Brand Messaging Toolkit
Brand Identity Design
THE CHALLENGE
How Do You Sell an Offer You’re Struggling to Explain?
Melissa’s biggest challenge was articulating what she did in a way that was easy to understand. Her integrative coaching method was largely rooted in somatics, mindset, and the subconscious—many areas her audience was less familiar with. Through brand strategy, we worked to identify the brand messaging that would meet her clients where they were while making it easy to speak to the many benefits of her integrative coaching method through her marketing.
THE STRATEGY
The Creative Direction was Clear: Mirror Back the Emotional State They’re Seeking
When you meet Melissa, it becomes very clear why she ended up in the career she has. She has a natural warmth that makes you feel safe to be your truest self. The in-depth brand strategy work we did led to a clear visual direction for her brand identity. One that would communicate the feelings her clients could expect from this very personal coaching container. We wanted her brand experience to meet her audience where they were emotionally, while reflecting Melissa's naturally grounding presence.
DESIGN
Letting the Brand Be the Dose of Calm They’re Seeking
As a personal brand doing very personal work, it was evident that her brand experience needed to be an authentic extension of her own personality. Using strategic design choices and lots of whitespace, the intent was to create an atmosphere of ease and lightness. This approach would give her audience the dose of calm they’re searching for at every brand touchpoint.
A Logo Design That’s Deeply Personal — for Everyone
Through her coaching work, Melissa supports individuals as they cultivate their mind-body connection, restoring their ability to trust their truth as they navigate life’s challenges. The logo icon is inspired by the pattern of a fingerprint. This abstract motif speaks to the individualized approach of her work.
DESIGN
The Natural Influences that Led to an Emotionally Significant Brand Identity
The logo’s fingerprint motif was designed in a loose, organic style mimicking the layers of wood grain, a beautiful parallel to the many layers of a person.
The use of light and shadows also played a role in the brand design, speaking to the inner shadow work and breakthroughs her clients would experience.
This notion carried over into the colour palette, which is simultaneously bright and subdued. The colours represented femininity, intuition, and, of course, nature.
DESIGN
Typography Communicates as Much Through Feeling as it Does Through Language
There were very deliberate choices made when it came to the brand typography. I wanted the logo to feel sweet and gentle, while remaining professional and polished. This was achieved with a serif typeface that had soft corners and curves to present a compassionate brand. An elegant but very legible script typeface was used in secondary logo designs that made the brand feel personal and feminine. These typefaces were chosen for how they move, breathe, and hold space.
RESULTS
The Confidence to Sell Her Offers
“She guided me in articulating what I do in a way that resonates with my audience - therefore empowering me to speak confidently about my services.”
Owning Her Authority as a Coach
“Her creativity and design expertise make me feel truly proud and more professional in how my brand is represented.”
Authenticity is the Truest Form of Distinction
When the coaching space is bursting with options, the goal with any coaching brand is to make it easy for a client to know that you’re the right choice for them. That’s what we were able to achieve for Melissa through brand strategy. We focus on what makes her unique and capture that authenticity as a strategy for distinction.
Her ability to get to know a brand so intimately and capture its unique essence is remarkable!
Working with Jenny has been the best investment in my business as I look to rebrand and expand my service offerings. From our first conversation, she took the time to deeply understand my unique vision, goals, and style - helping me gain incredible clarity and cohesiveness on my brand.
She guided me in articulating what I do in a way that resonates with my audience - therefore empowering me to speak confidently about my services. Plus her creativity and design expertise make me feel truly proud and more professional in how my brand is represented.
As I navigated incorporating and creating my website, she was there every step of the way. She made the entire process much easier and like I had a go-to business advisor on my side.
Not only is Jenny incredibly knowledgeable and professional but her warm and personable approach make it easy to communicate openly and collaborate. Her ability to get to know a brand so intimately and capture its unique essence is remarkable! I cannot recommend her enough for anyone looking to elevate their brand and gain the confidence in their brand, messaging and visuals.
Melissa McCullough, Melissa McCullough Coaching & Consulting
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