Brand strategy and identity development
Claire Lavelle Coaching
Claire Lavelle is a coach working within the education sector, supporting school leaders and teachers with wellbeing and professional development.
With extensive experience but no existing brand, she needed clarity, confidence and a professional presence from the outset.
This project focused on building strong foundations before stepping into the market.
The challenge
Starting from scratch meant there was no established positioning, messaging or visual identity to build on.
Claire’s experience was clear, but translating that into a focused offer required structure. She needed to define who she works with, what differentiates her approach and how to communicate her value with confidence.
The challenge was to create a brand that felt calm and credible, while remaining warm and approachable. It needed to support conversations with senior leaders and schools without feeling corporate or overly polished.
The approach
We began with brand strategy.
Through structured sessions, we clarified Claire’s audience, coaching philosophy and core promise. This led to the development of the tagline “Making life click”, a simple phrase that captures the moment of clarity and alignment clients experience through her work.
The visual identity was built around that idea. A clean typographic system provides structure and professionalism, while a subtle click-inspired icon symbolises the lightbulb moment when something shifts into place. The mark reflects both insight and transformation, reinforcing Claire’s role in guiding clients towards clarity.
The identity was designed to feel balanced and calm, ensuring it works confidently across her website, workshop materials and presentations from day one.
The outcome
The result is a confident and cohesive brand that supports Claire as she establishes her independent practice.
The tagline “Making life click” provides a clear and memorable expression of her coaching philosophy, while the click symbol adds a distinctive visual cue that reinforces the idea of insight and progression.
Together, the considered typography, restrained colour palette and simple icon create a brand that feels structured yet human. Claire now has a professional and consistent presence that communicates clarity, warmth and authority across her social media content, slide decks and client materials.
Starting with strategy ensured the business launched with direction rather than guesswork, giving her a strong foundation for long-term growth.
