Start-up acorn Leadership Development approached myself with the brief of designing a new brand that reflected their tagline of 'Releasing Potential' and portrayed an organic but contemporary feel.

After initial research into the marketplace and the positioning the brand needed to take, it was felt that the brand needed to be positioned as the guide and their audience as the hero. Acorn was to be the mentor that enable their clients to realise their potential. This was particularly important as most leadership development companies position themselves as the hero.

The branding then moved into the development of logo and brand identity concepts, with 3 concepts developed and presented. The use of an acorn tree designed to look like a leader realising their potential was a clear winning idea and was further developed into the logo shown below.

Close attention was paid to how the logo would be supported by additional brand elements to form a consistent brand look and feel that would appeal to their target audience.

A full set of brand guidelines were produced to ensure control and consistency over the brand use. I was then involved in the creation of branded stationery, digital PDF's, website design, postcards and diagrams for the brand.

"Jeff is fantastic to work with.  His professionalism, helpfulness, expertise and friendliness mean he's enjoyable to work with, responsive, and most of all incredibly talented.  I wanted to create a brand that really represented how I wanted my organisation to feel and operate.  Jeff captured this on the first go and I'm utterly thrilled with the outcome.  Thank you Jeff, I couldn't recommend you more highly." Deborah Homa - acorn Leadership Development