Craft Coaching & Development

Industry: Business & Leadership Coaching

A coaching brand where business meets creativity with clarity and confidence.

Craft Coaching & Development, led by Ami, bridges the gap between business and creativity – helping leaders, teams, and entrepreneurs in the creative industries grow their leadership skills and business acumen. But while the original brand carried warmth and approachability, it lacked the polish and modern edge that reflected Ami’s vision: structured yet creative, professional yet inspiring. She needed an identity that could hold space for both sides, the rigour of business strategy and the openness of creative exploration.

Having designed Craft’s original brand elements, this next evolution was about elevating what was already familiar, while introducing fresh layers of sophistication.

The new direction drew inspiration from Bauhaus and Swiss Design movements: structure, intention, and considered creativity. We refined Craft’s existing language of shapes, stripping back textures and hand-drawn elements in favour of clean, geometric forms that feel both powerful and playful. The palette was adjusted in the same spirit, evolving familiar tones into something more balanced and harmonious.

Typography and icons were simplified, leaning on clean, rounded forms for accessibility and ease. The new wordmark, geometric and intentional, feels timeless and flexible with a subtle “hug” in its ligatures that speaks to Ami’s supportive coaching style. The result is a system that’s as practical as it is inspiring: easy to roll out across social media, client resources, and learning materials, while standing apart from competitors with a distinctive, high-art feel.

The result is a bold yet refined identity that mirrors Craft’s mission – proving business and creativity aren’t opposites, but partners in growth.

The toolkit

• Brand foundations: Logo suite, typography system, colour palette, brand guidelines

• Creative assets: Icons, pattern motifs, shapes, layout frameworks

• Rollout: Coaching plan proposal (Google Slides), letterhead, email signature, newsletter template (Mailchimp), slide deck (Google Slides), social media templates (Canva), workbooks

Photography by Sister Scout Studio