Core Leadership’s purpose is to make a tangible difference in peoples’ lives by helping them unlock their potential. Our purpose was to make people sit up in the board room and take note.
Working with the Core team through a guided process, we developed a new brand identity and implemented a visual strategy that has given shape and authority to a organisation working at the heart of some of the UK’s leading companies as they work with key leadership teams.
Using the visual metaphor of the tree as our starting point, we developed a mark speaking to the nature of Core’s process, multi-layered but also inferring the nature of good leadership; growing, flexible and robust. The natural visual conclusion was to put this at the heart of everything they do, from journals to workshop materials.
Branding such an abstract organisation can be a delicate balance. It’s important to straddle the line of looking good whilst still remaining authoritative.
For an organisation that is all about real change, we thought it was important to bring something real to their visual materials. Any excuse to get our hands dirty.