Branding & website design for a Sydney Leadership consultants. Adding character and approachability with custom illustrations whilst keeping it minimal and avoiding the usual tropes.
CLIENT: Dahl & Co
INDUSTRY: Leadership & Culture / Consultancy
AGENCY: Freelance
ROLE: Designer
OVERVIEW
Dahl & Co is a Sydney based leadership and culture consultants that were looking to create a brand and website that would help to frame and elevate some of the significant points of difference compared to the broader industry landscape. This different way of approaching things would go on to form the cornerstone for the strategy and aesthetic of the project.
Brief in Brief
WANT: Simple and versatile branding with minimal no-nonsense website that avoids the common tropes of the industry (corporate, cheesy, ego focus).
BRAND VISUALS: Clean and minimal but somehow adding a dash of character to represent the personal nature of the business.
AUDIENCE NOTES: Target audience of business leaders (C-Suite) looking for boutique, personalised, tailored leadership & culture coaching and consultancy.
REQUIREMENT: No cheesy stock photos, avoiding stylised personal photography.
Challenges
NO NONSENSE: A key aspect of the project was to avoid industry tropes including heavy impenetrable or unnecessary verbose jargon, and egocentric profiles.
CHANGING THE FOCUS: It was important that the branding and site avoided some common industry conventions such as placing the focus on a superstar "coach" as apposed to focusing on the client and the process.
CHANGING THE FOCUS: It was important that the branding and site avoided some common industry conventions such as placing the focus on a superstar "coach" as apposed to focusing on the client and the process.
SOLUTION
Branding consisted of a simple, minimal typographic logo that could be used in combination with a suite of custom illustrated assets that represent facets of leadership and culture along with paired back character illustrations to help with the balance of approachability, expertise & authority.
A key aspect of the project was to avoid some of the tropes of the industry including heavy impenetrable or unnecessary verbose jargon, and egocentric profiles. This led to building the website around the simple no-nonsense structure of Who, What, When, Where, Why, When.
SELECTED desktop SCREENSHOTS
