Transformation is a powerful concept. Through our discovery work with leadership coach Lynne Burdon we realised it was the perfect metaphor for her unique coaching style; a style which blends her pragmatic expertise as a law firm leader with an empathetic, "dream big" approach.

Lynne set up her coaching business having spent a lifetime building and running a successful legal firm. Her new focus is about helping others in the industry achieve their full potential. She came to us looking for a stand out aspirational brand identity and some brand assets to reflect her coaching style.

As a first step we spent time with Lynne developing her brand strategy - in particular her brand values and USP. We uncovered the idea of a magical transformation which takes place within an individual as part of the coaching process. Visually this translated into a series of aspirational images about self discovery and transformation that we used throughout her printed and digital assets alongside some engaging and approachable portrait photography.

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It was a joy working with Susan and Tony at Ideology on the new branding and website for my coaching and consultancy business. They took time exploring with me the values I wanted to convey. Then Susan found amazing imagery and Tony advised on Fonts (who knew fonts say so much!). We took time and there was good discussion at every meeting. I really looked forward to our meetings. Just a few weeks after the redesign went live I was told by a new client that my lovely website confirmed to her that I was the right coach for her.

Lynne Burdon, leadership coach and founder of law firm Bolt Burdon