Be Business Savvy

Industry: Leadership Development
Services: Brand Identity Design — Logo, Colour Palette, Typography, Visual System, Style Guidelines

The Problem

Be Business Savvy was an emerging brand with a clear point of view on leadership—but no visual identity to express it. With ambitions to grow its presence across coaching, content, and corporate partnerships, it needed a brand that could communicate clarity, credibility, and impact. The challenge was to balance boldness with approachability, and ensure the brand felt premium without becoming too corporate or cold.

Objectives

• Create a visual identity system that reflects Be Business Savvy’s unique leadership framework
• Design a logo that’s both symbolic and memorable
• Establish a flexible yet distinctive colour palette and typography system
• Develop a brand style guide to ensure consistency across platforms
• Support keynote design and visual storytelling through branded diagrams

Strategy

We began by crafting a logo with meaning at its core: three geometric elements that represent the pillars of effective leadership—Personal Greatness, Engaging Others, and Outcomes (The Missing 33%). Together, they form a star in the negative space—symbolising clarity, excellence, and aspiration.

The colour palette was deliberately bold yet modern, with magenta, pale blue, and watermelon hues assigned to each leadership pillar. These were balanced with navy tones and neutrals to create depth and contrast across applications. We used Avenir as the primary typeface for its clean, modern feel, supporting clarity in everything from slide decks to workbooks.

We delivered a full brand toolkit and guidelines, enabling the Be Business Savvy team to create consistent, empowering materials—whether they were speaking on stage or publishing resources.

Key Outcome

The final identity system gave Be Business Savvy a foundation to grow—with a confident look and feel that mirrors the leadership philosophy it teaches. The brand now presents as smart, sharp, and scalable—ready for workshops, keynotes, licensing, and beyond.

Be Business Savvy now leads with a brand that practices what it preaches.

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