Brand style guide for leadership coaching company

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.


Brand strategy
Logo & identity design

Leadership coaching company primary logo
Leadership coaching brand imagery

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.

Leadership coaching group logo submark
Brand purpose statement for leadership coach
Social media post examples for leadership coaching group Instagram
Brand imagery for leadership coach
Leadership coaching brand mark
Style guide page examples for leadership coaching company
Brand messaging example for a leadership coach
Leadership coaching company secondary logo
Lisa Furze, Sydney-based brand consultant & designer

Brand consultant & designer
Lisa Furze

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