Andrew Etenhoffer has spent a number of years on sales teams and as a sales coach. He was looking to expand his offering to more business strategy but felt restrained by his brand, Sales Toolbox. He came to me with the idea that he wanted to rebrand to something that was more encompassing of business coaching and not so niche. He also had a strong idea of where he wanted to go and a solid name which is always helpful. One of his main drivers is he didnt want it to feel like every other coaching brand of muted colors, feel good imagery and soft tones. He wanted it a little more punk rock, a bit more bold. I liked that.
Go Grow Coaching came from a latin phrase Cerscit Enundo which is loosely translated "It grows as it goes". It refers to lightning and Andrew liked the idea of people also growing as they are going. He believes that its moving and building as you go that creates success. So with the idea of wanting to be bolder, stand out among the other coaches and lightning I went to work.
We then went to work on coming up with the logo mark. It needed to relate to the brand, be recognizable, still fit in a business setting and Andrew didnt want the lightning to be too on the nose. After several iterations we settled on a simple circle design with a simple lightning bolt shape that extended past the confines of the circle to represent growing. I then found a font that had a bold feel with a little bit of character, modified a few of the letter forms and we had a logo.
Now a color palette was needed. I first started with a dark warm gray and yellow, it would gain us the more bold feel and stay away from the pastels and muted tones so present in the industry. Andrew also asked for an extended palette to use with the numerous events he plans throught the year so we came up with a series of colors that are in the same tonal range as the yellow, keeping the bold nature of the brand. It works well as a system with each type of event having its own color language while still having a tie to the main brand.
Once the main brand pillars were set we moved on to using the brand to create new assets. I created a series of editable social media graphics to help promote the different events he puts on throught the year. We built out a SquareSpace site utilizing the brand concepts of bold graphics, our color palette and matching the tone to the strategy we developed.
The brand so far has been a hit with his current clients. It has also attracted new clients because of the way his new brand stands out against his competetion. Andrew now feels more confident because his business now visually reflects his personailty and coaching practice better. He no longer has to try to work against his brand like he did previously and it will only grow more impactful as we flesh it out further in the future.