BRAND IDENTITY DESIGN + BRAND MESSAGING
THE GOOD CHANGE COLLECTIVE
Warm, Hopeful, Strong
ABOUT THE GOOD CHANGE COLLECTIVE
Leadership can feel lonely and when you're fighting the good fight, it can be exhausting. The Good Change Collective's mission is to offer coaching and mentorship to those driven to make the world a better place. This coaching collective was still in its early development phases as we dove into designing the brand identity. To kick things off, we focused on establishing some taglines and brand messaging that would amplify the heart of the brand. This allowed us to truly shape the brand in a way that would resonate with its target audience.
Choosing the lions as a symbol was meant to clearly indicate a brand that represents leadership and strength. A pride of lions is known for its collective strength, which reflected precisely what The Good Change Collective is all about.
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One of the brand phrases we landed on was "Even the strongest leaders need someone in their corner". This aligned perfectly with the meeting paws of the lion logo that symbolizes the offering of support to those in leadership positions.
While the logo design represents strength and leadership, there were strategic design choices we made that helped to soften the overall personality of the brand identity. We customized the logo typography to have rounded corners to give the logo collection a gentler aesthetic. It was important that the brand felt welcoming and inspiring so we opted for a colourful brand palette to create an atmosphere that felt energizing.
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