Giving senior leaders an angle.

When you’re a senior leader you need an angle. You always need perspective to inform crucial decisions. A pivot point to adjust and decide. We evolved the strategic positioning, brand identity and website for Praesta – an international network of executive coaches who create the thinking space to find new possibilities.

Ground Level

Praesta provides professional, bespoke coaching that is both challenging and supportive. They work with leaders, senior professionals and teams in organisations spanning all sectors across Europe.

All of the Praesta coaches have extensive experience of leadership at the highest levels in major companies and organisations, and use the latest techniques to achieve professional growth. But they had fallen into the branding trap of being generically corporate. Suits, stark buildings, stock imagery – all very old-school and ‘establishment’. Not very inspiring. Not very human, open or empathetic. Not very now.

We were approached by Praesta to evolve the brand identity of the global network, to reflect a change in how the coaches and the network operate, and how the business landscape had changed.

Elevated Solution

We were directly inspired by a customer quote: “Working with Praesta brings a fresh perspective, a welcome challenge. They are a true thinking partner and ally”.

Perspective, and seeing all sides at the same time, gives a leader the fuel they need to find new solutions and opportunities.

Our brand idea, The Hinge, was to show how Praesta sees the different sides of a situation at the same time. Inspired by renaissance perspective diagrams our system revolved around a two sided box that shows two opposing facets. The hinge gave a pivot point around which to view, adjust and decide.

We brought the brand to life with perspective typography, a series of hinge shapes that could be animated or static, and a simpler and more human tone of voice. Warmer and more energised colours were introduced to give the brand a new angle. We even hinged the logo on the AE ligature – a hinge at the centre of the brand name.

Perspective for a positive direction.