Created a brand identity and messaging system for an executive career coach helping experienced leaders choose what comes next.
THE SCOPE
Next Chapter is a spec project built around Tom Richards, a fictional executive career coach, and Sarah (the fictitious ICP), an experienced leader who has outgrown her career but doesn’t want to start over.
The goal was to create a brand that helps people turn decades of experience into a clear direction for what comes next.
For this project I used StoryBrand framework to shape the message, and then built the identity around one central belief: your experience is the fuel, not the problem.
Once the strategy was set, AI helped me create supporting images and show the brand in more realistic situations.
THE OUTCOME
The project became a complete messaging and visual identity system, including the logo, color, typography, photography direction, campaign graphics, and a one-page website concept.
Every piece comes back to the same message: you’re not starting over.
You’re starting from experience.