Challenge

To create a brand for Chris Woodward’s consultancy for both his HR advisory and executive coaching offering. Chris wanted to reflect his experience in international HR, military, consulting, coaching and negotiation within his new identity.

Solution

The strategy was defined using the explorer brand archetype and the Cello name procured across channels - a nod to Chris’ past musical love. The brand expression, Navigating Change became a powerful statement of the workforce and leadership strategies that Chris brings his clients.

The visual identity was built upon a series of geological aerial landscape images that show the beauty of the world from above, visually conveying the concept of the explorer brand personality.

The translucent Cello wordmark is the footprint within those terrains, a mark of authority over the subtle colours that nature displays.