Courtney Kaplan brings more than 25 years in design to her work as a development coach, and she knows the pressures her clients carry. When she came to DesignGood she was building a practice for designers and creative executives, with one-on-one coaching and customized workshops, and she needed a brand that could hold all of it and grow with her.
Her audience made the task more particular. Designers and creative leaders judge a brand quickly and carefully, and they come to coaching at moments when what used to work no longer does. A generic coaching look would have told them nothing about why she was the right guide, and it would have said little about the thoughtful, practical way she works with people.
We began with her brand language and positioning, built from how Courtney describes her own work, practical and authentic guidance through conscious communication, mindfulness, and empowerment. The business became Iconic Leadership Coaching, with the clarifier Transformational Coaching for The Design Minded and the statement Authentic leadership, better results, happier life. Then we designed a visual identity drawn from plants, the night sky, and the California redwoods, set against the modern world her clients work in, and built the website, sales and outreach tools, and branded email around it.
Today Courtney has a name, a voice, and a site that show her coaching style before a first conversation, with her offerings laid out clearly and resources that help her reach more designers and creative leaders. A visitor from her world sees someone who understands it, and who is ready to meet them where they are.
