New Atlas Coaching is a Charlotte-based executive coaching practice with the mission to build up world-changing leaders who advocate for sustainability. The goal of this project was to build a unique visual identity and new website.

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The client came to me with a strong visual concept to capture New Atlas's coaching framework. She imagined a reinvention of the Atlas tale -- but instead of one man holding the weight of the world upon his shoulders, several figures of all shapes and sizes would uphold a new world, together.

 

I brought this vision to life through abstract, organic line drawings. From there, I created a simplified icon to be used as the brand's primary mark. Each illustration, logo and pattern maintained the common thread of growth, sustainability and collaboration.

 

Once the visual identity was complete, I designed a new website to welcome curious leaders seeking transformative coaching support.