Resonate Leadership
Coaching with purpose, delivered with humanity
Purposeful branding for a coaching consultancy raising industry standards and inspiring lasting, positive change.
The challenge
Coaching should be a safe space to cultivate self-awareness and inspire growth, helping people, teams and organisations create lasting positive change. So in an industry where fewer than 2% of coaches are properly trained, Resonate Leadership sets a new standard, raising the bar by offering only professionally-accredited leadership coaching.
When founder and experienced coach Ruth Wood asked me to brand her purpose-led startup consultancy, I jumped at the chance to help her lead the way in a fast-growing but unregulated sector. Our collaboration spanned brand strategy, visual identity, Squarespace website design, and more, to reflect her values, professionalism, and impact.
Project scope
• Brand strategy
• Logo and visual brand identity
• Squarespace website design
• Digital templates
• Print design
Creative direction + brand design
Andrea Boughton
Copywriting
Megan Rose Freelance
Brand strategy – clarity from the inside out
To get to the heart of the brand, I delved deep into Resonate’s culture, client feedback and competitor landscape to thoughtfully define a clear brand strategy. Resonate’s purpose is big: to create a kinder world where people have the freedom to be themselves and live inspiring, fulfilling and happy lives. Its brave and intuitive approach is to nurture humanity, embrace individuality and think big – because the world is better when we can flex, learn and change.
When I shared the strategy document, Ruth’s reaction perfectly captured the clarity it delivered: “Love this! Honestly, so happy to see the jumble in my head put into words.”
Visual identity – the ripple effect in action
The brand identity concept centres on the ripple effect of coaching – the idea that one action today can spark lasting positive change far into the future. The ripple flows through Resonate’s logo design and also appears as a standalone graphic device, making the brand instantly recognisable across touchpoints.
The palette is inspired by nature: warm earthy tones for grounded humanity, balanced by oceanic blues and greens for stability, optimism and healing. Other visual components – a soft serif typeface, curved abstract icons, and natural imagery that creates a mood of exploration and discovery, reflection and growth – work together to add character and alignment to the visual toolkit..
Client feedback
“Your work made our brand cohesive and aligned – and now it’s so much easier to articulate our approach and the value we bring to potential clients.”
— Ruth Wood, Founder, Resonate Leadership
Creating a warm, calming brand experience
Just like Resonate’s coaching, the brand experience was designed to feel calm and considered from top to bottom. I applied the brand identity in a way that blends warmth with courage and clarity with depth, creating cohesive marketing materials that invite reflection using a straight-talking brand voice that says it like it is.
The new Squarespace website design feels warm, intuitive and organic – guiding visitors to the right support without distraction. Copywriter Megan Rose brought the Resonate voice to life beautifully, crafting words that balance professionalism with personality, and clarity with empathy.
Brand impact – and an ongoing partnership
After launch, Ruth told me her favourite part of the process was “Andrea’s humanity! She was patient yet challenging, helping me articulate what was important for my new brand. I trusted her to guide me, and the result really shows that deep collaboration.”
Since 2023, Resonate Leadership has grown a team of ten associates, launched a podcast featuring industry leaders and changemakers, and supported purpose-led organisations including Hertfordshire County Council and Women’s Aid. Our collaboration has continued with the creation of a sub-brand (Resonate Women), podcast artwork, and a suite of digital marketing templates.
Resonate’s brand is making waves – and I can’t wait to see those ripples keep spreading.
