Ali Richards is an experienced coach and mentor with a history of working in marketing and business development. Her experience includes over 25 years in corporate life, running her own successful marketing consultancy.

Our Creative Director has worked with Ali on a number of projects over the years, including brand development and strategy, business and marketing planning, strategic market assessments, and end-to-end delivery of qualitative research projects.

Ali required a refresh of her existing Purple Tree brand, which we created for her a few years ago. She needed us to refine the existing logo so that it was reflective of ‘coaching’ rather than ‘marketing’

The Brief

The initial tree shape was modelled from a tree Ali had on her desk. As the shape of this tree was so unique, we felt that it was a great starting point. We began to form the trunk and branches using the same shape as the model tree so it kept some kind of symmetry. To complete the refined trunk, we enclosed it in a circle to represent the growth. The end result was a unique tree icon that had a personal story for Ali.

We then began the process of introducing a third accent colour in to the brand to complement the already powerful purple alongside the calming grey. As we are talking about a tree, it seemed only natural to introduce green into the mix.

The next task was to revise the visual language, which previously depicted a mood board of personal imagery, family photos, marketing analogies and creative thought processes. Again, as we were thinking about coaching and trees, we wanted to introduce soothing imagery to reflect Ali’s calming influence and capacity to adapt and bring about change within business thinking. We therefore settled on a scene of a single tree blowing in the breeze as the backdrop for her communications.

The end result was rolled out to business cards, stationery, including Word generated worksheets, and social media headers.

"Having worked with Dave in the past on brand design, he was first choice for my new branding. Dave quickly grasped the creative task and delivered brilliantly. Not only do I now have my logo and collateral but DWH exceeded my expectations by delivering additional creative work outside of the brief and still within budget. A real pleasure to work with - highly recommended. Thanks Dave & DWH!”

Ali Richards, Purple Tree Coaching