Recently, I had the privilege of working with Rozanna Wyatt of Wyatt Leadership IQ who is a consultant / speaker for business leaders and corporations. She was seeking to create a brand for her business that spoke to her clientele. In addition, she wanted to emote a premium sexy brand. She cited brands like Apple, Tiffany’s, Nike as inspiration. To me, looking at those brands means exploring a less is more approach. To choose the fonts and colours carefully because it is the small details that matter as there is very little being used to speak the message.
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I always start with finding inspiration. I usually use Pinterest to keep these images handy. (when I am working on a client, I keep the board secret).
Here is a the mood board for Wyatt Leadership IQ:
While we were working through ideas for WLIQ, we stumbled through the process. As Rozanna stated, she didn’t feel it was speaking to her. While we went through a few rounds of concepts, she ultimately came back to one we created in the first round. She stated, I created exactly what she was looking for. Often I find if clients haven’t worked on a brand before, they do not trust their gut. They have an idea what their business is about, who they want to attract & what makes them shine. Then, when you put it in a visual form, they are unsure. They ask everyone & they flip flop. Sometimes, it is a matter of weeding out what they don’t want before finding what they do want or in this case, the client did research on her own about branding and realized, what I produced was an exact match. Another obstacle clients can face is when they are only viewing the logo and not the entire package of cards, materials & a website, it is hard to see the full vision. Communication and trust are important in this process.
Here are a few examples of other logos that are left on the cutting room floor:
So What is Wyatt Leadership IQ?
Wyatt Leadership IQ is a premium brand that speaks to Corporate Leaders & Entrepreneurs. She offers services in consulting and speaking engagements. She wanted a timeless look and was pulled towards the colour blue as it speaks to corporations and also reflected a personal brand. I partnered it with a gray rather then a black to keep a more subtle contrast. Black made it a bit too harsh & ultimately starts to look cut & paste (what I call designs created in word documents & their 5 colour spectrum choices).
The Reveal: Wyatt Leadership IQ
Til Next Time…