Proud to Present: an inspiring brand for Strive

There’s something incredibly exciting about working with entrepreneurs at the start-up phase. The energy, the possibility… it’s unlike anything else. Steph Caswell is one such entrepreneur, who approached us to create the brand for her coaching business. The woman is an absolute inspiration, and her drive is enough to put mere mortals to shame. Her quiet demeanour belies a tenacity, determination and work ethic that’s just unlike anything else. During our briefing session, we were chatting about her business and her plans, and she mentioned that she’d written a couple of books. Astounded by how on earth she manages to do that alongside working full time as an educator and being a mum to two boys, I asked when on earth she has time to fit it in… she casually said, ‘oh, well I like to get up at about 5am every morning - it gives me a solid hour of writing before everyone else wakes up’! As a mum myself I like to think that my productivity and efficiency is pretty darned hot, but you can bet your bottom dollar that I’m not getting up at 5am to write anything.

Anyway, this is the story of Steph’s new business, Strive. Strive. Strive is a brand new coaching business, working with people who are ready for a change and would like support as they transition to the next exciting phase of their career.

Through Strive, Steph will be offering coaching to individuals, entrepreneurs and educators. Whether working with an individual who’s preparing for a career change, an entrepreneur who needs support and clarity in achieving personal growth, or an educator who is looking to develop their career, Steph’s clients love her for her ability to infuse them with courage and make the overwhelming appear possible.

Steph is hugely driven and successful, and a thought leader in her field. Having written numerous books, as well as writing a column for an educational magazine, she’s absolutely passionate about what she does, and is generous in sharing her knowledge with others. Through her own journey of personal development and coaching, Steph found the courage to leave a well-paid, secure job and follow her dreams of running her own business – now she’s ready to inspire others to reach for their dreams, too.

Colour psychology season personality

The seasons which best represent Strive are Summer and Winter, in almost equal measure. Observant, intuitive and supportive, Summer personalities bring a gentle energy with a lightness of touch. They excel in bringing order to chaos, and welcome the opportunity to do so. With a strong nurturing instinct, Summer personalities are brilliant with people and are endlessly patient when needed. Their innate sense of balance and objectivity brings structure, sensitivity and a calming influence to any scenario – even in an overwhelming and busy environment. Winter personalities are grounded, disciplined and focussed. Whatever they do, they do wholeheartedly and to the best of their ability, dedicating all of their energy to it. Due to this, Winter personalities are high achievers, leading the way and inspiring those around them with their innovative, pioneering spirit.

Whilst Summer reflects Steph’s nurturing, supportive side, Winter brings great strength, focus and gravitas to the Strive brand.

The brand

At the initial creative exploration stage, we considered concepts around navigation (too ‘done’), growth (too obvious) and developing a monogram style. And as we presented the initial creative stage to Steph, she asked whether one of the concepts might work with a flame above it. We felt that this might make the design look like a candle, so that wouldn’t work… but hand on a sec, we could create a spark design instead! And this is why collaboration and conversation are so important - Steph offered an idea which we were able to take forward and create something which became the absolute cornerstone of this brands’ visual identity.

The spark element has been developed significantly, with a series of monline elements within the brand which represent the spark becoming brighter through the coaching journey. The perfect metaphor for what Steph and her clients achieve together. Elsewhere in the brand, clean, unfussy design styles set the tone for a brand which takes itself seriously, with an air of being self assured and confident enough not to require additional detail in order to feel safe.

Minimal fonts and geometric shapes feel certain and unapologetic – notice how confident the typography is, especially with the amount of space between the characters. This bold use of space provides a high end, aspirational feel – brands which are bold with their use of space tend to feel premium and exclusive. To soften this impactful style, elsewhere we’ve introduced an established serif and a hand lettered script to bring warmth and personality.

Overall, this board feels strong and focusses without being overbearing; a gentle warmth and softness tells of a nurturing spirit which will support and guide. We cannot wait to see this brand out in the wild!