Helping C-Suite executives become better human beings and businesspeople.

Ruth is an ethical leadership coach who helps individuals and companies navigate issues surrounding market pressures, business considerations, and morality. As an Angel investor, consultant, mentor, and public speaker, she’s recognized as an expert on market growth, talent recognition, and business ethics.

More than anything, she’s proud to be a living testament to the power of innovation and resilience, when used hand-in-hand with compassion.

The task? To create a brand which evokes Ruth’s calmness and clarity alongside her strong personality.

We started with Brand Strategy, looking at Ruth’s background and why now was the right time to develop her personal brand. We discussed what drives her as a human, where she wants to be in five years, and what she fears may hold her back.

As the conversation deepened, we explored how Ruth uses her knowledge, creativity, and empathy to discover the potential of others and help them see it themselves. We honed in on her innate ability to help people achieve their business goals while living in alignment with their core values.

We went on to develop a strong Tone of Voice that communicates Ruth as a principled and idealistic leader in her field and a compassionate and trustworthy figure for her clients - all with an unconventional edge.

With the Brand Strategy and Verbal Identity in place, we moved on to Ruth’s Visual Identity. We chose a minimalist creative direction with lots of clean lines and sharp edges in the form of simple sans serif typefaces.

We chose a balanced colour palette that combines serene tones that evoke calmness (Mint, Teal, Pink Salt) with strong, earthy tones (Wine, Spice). When used according to the guidelines, these colours ensure that all brand communications are uniquely and unmistakably ‘Ruth.’ 

Ruth shows people how to be true leaders who live with integrity and humility. Her brand must always be presented clearly and professionally. Her brand assets should be used strategically to create visual interest, enhance her message, and direct the user. They should never become the focal point or overwhelm the design. 

The images below demonstrate examples of the visual brand in use. These can be used as inspiration when creating additional branded content.