Greg Brisendine is an accomplished author of Measuring Success and wanted to level-up his branding with a new logo and website style guide before launching a new coaching and consulting practice to his business.

This project, being about personal branding, was driven by getting to know Greg, defining his personality as a brand, comparing and contrasting the emerging brand identity with competitor analysis, then tailoring to areas of opportunity and interest.

Greg has a color blindness that keeps him from seeing most colors, so I created a color palette, inspired by a love of the desert sun, that allowed him & his audience to truly see the same things (colors). Greg was also keen on the logo design being imperfect and human, because we as human beings are imperfect, which, is something you’re bound to encounter when receiving coaching.

The final logo represents the ovoid-ish, imperfect nature of life, but also the idea of learning, growing, and moving up (while also cheekily using the first letter of Greg’s name to do so).