Bringing a corporate-centric organization to the people with a friendlier brand.

Align Coaching primarily focused on helping leaders of organizations improve their management skills and team culture. The owner, wanting to bring the organization’s services to a broader audience, came to us to help their brand make the transition.

The brand was known for its corporate focus, so our challenge was to recreate it to be both relevant for the new audience without alienating the existing one. Early in the process the decision was made to change the organization’s name to Thoughtly, which immediately exuded more approachability.

Continuing down that road, we designed a clean wordmark that incorporated a subtle human element. This, paired with an inviting color palette, typography, icon and pattern sets resulted in a brand that was both friendly and professional.