Diane reinvented her brand for a bold new direction
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Diane Lloyd had spent years building a successful corporate leadership coaching practice. Her work was respected, her clients were loyal, and her reputation was solid. But something had shifted. She felt called to serve a new audience — ambitious women in midlife who were ready to lead powerfully and authentically.
This wasn't a small pivot. It was a reinvention. And her existing brand — built for corporate leadership contexts — couldn't speak to the new audience she wanted to serve. She needed a complete rethink: new positioning, new messaging, new visual identity, and a brand that felt as bold and authentic as the women she was now here to lead.
Diane needed a partner who could hold space for the vision — and then help bring it to life with the strategy and craft to make it land.
We worked with Diane to reimagine everything — from the ground up. Starting with brand strategy and her new positioning, we used the StoryBrand framework to develop clear, resonant messaging that spoke directly to the ambitious women she now serves.
With that clarity in place, we built a complete new brand identity — visual, verbal, and strategic — that matched the boldness and depth of Diane's new direction. The website and print materials gave her a cohesive, professional foundation to grow her new practice from.
Brand Identity
New visual identity system — logo, colour, typography — built for boldness and warmth.
StoryBrand Messaging
Positioning and messaging framework centered on her new ideal client.
Website Design
New site aligned with her new brand and audience — clear, compelling, and conversion-focused.
Print Design
Brand materials that extend the identity into every touchpoint — digital and physical.
Diane now has a brand that truly reflects who she is and who she serves. Her new positioning is clear, her messaging resonates with her ideal clients, and her visual identity gives her the confidence to show up fully in her new direction.
With a strong foundation built from the inside out, Diane is positioned to grow her new practice with clarity and momentum — attracting the ambitious, powerful women she's meant to serve.
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