The Laurel Park Group
Lead with unflappable power.
The goal
As a new brand, The Laurel Park Group needed a strong visual identity that would help the business stand out as a high-value service provider, and attract clients who would be a great fit. The business’s founder, Rachel Clark, wanted to work with leaders who were open-minded, curious and looking for ways to lean into their leadership abilities and harness their strengths.
Services
Brand strategy
Logo & identity design
Messaging
The resilience of nature as inspiration
Much of the brand’s imagery, as well as its logo and graphic elements are inspired by nature, like the rings of ancient redwood trees that mark its immense growth over time, and poppies that rise from the ashes after wildfires.
This imagery was used to give a visual motif to the important attributes of leadership coaching — seeking new ways to thrive, exploration, and sustainable growth.
The result
The final outcome of the project is a visual identity that is bold, modern, and highlights the brand’s emphasis on developing authentic, sustainable skills.
Many leadership coaching clients feel they have to sacrifice personality to succeed in the workplace, and The Laurel Park Group’s branding aims to show them how they can both maintain a sense of natural self and also discover an unflappable inner strength to lean on.
