Yo&Co

2021 has been a pretty average year on many fronts. However! Amongst that, it has also been the year that I was introduced to the very wonderful Yolanda from Yo&Co.

The client

A client of mine, and mutual friend Chloe, connected Amadeus and Yo&Co mid-year, right before pandemic madness gripped us all. Yo&Co is a leadership development consultancy led by Yolanda Beattie — a force of nature who “works hand-in-hand with organisations, starting from an individual level to playfully identify self-imposed limits and unhelpful behavioural patterns, so that people can access the best within themselves and those around them, and inspire extraordinary performance.”

I liked her immediately.

The project

Visual Identity Design, Collateral & UI Design

I proceed carefully when working with already-established brands. If the organisation is not up for a rebrand, I am keen to ensure the existing branding is in good shape. Otherwise it’s akin to trying to do construction work on a home that’s structurally unsound.

Yo&Co’s brand was indeed in good shape, but I agreed it could definitely use some additional layers to bring it to life, and better reflect Yo’s distinctive value proposition as a dynamic leadership coach. Honest, raw and at times challenging, Yo is just what you need to bring clarity to both yourself and the teams around you, and her branding needed some ‘oomph’ to convey just how great she is at what she does.

The process

Lockdown saw us all connecting on a video conference for a brand workshop to kick off our work together. During this time, we explored Yo and her team’s brand personality, vision and brand values. We concluded with a visual preference component where we explored creative examples from her field, as well as best-practice branding from further afar.

The creative

The creative output included a more comprehensive branding suite that could be used within the new website, which we built using Webflow. Starting with the key messaging, we refined Yo’s topline messaging and tagline ‘Igniting extraordinary, from the inside out’ before articulating a set of brand values that spoke to her unique brand DNA.

Visually, these messages and values were continued on through a series of vibrant imagery styles which we incorporated into the new website and through updated template systems. ‘Energy’ was the number one priority I wanted to convey through the creative, whilst retaining a clean sense of professionalism to use for her predominately corporate clientele.

The result — a vibrant, dynamic and human brand that communicates the incredible impact that Yo has the capacity to have on all who meet her, clients and friends alike.

Here’s a look at the work we did together: