Company naming and brand identity for a newly launched community for professional coaches

Assignment:
Create an identity for a newly formed community for professional coaches, which reflects the core benefits of membership and the supportive nature of the experience.

Process:
Stone’s Throw met with the community founder to develop a communications strategy and creative brief for naming the organization and designing its brand identity. By identifying strategic mileposts, we were able to provide name options with rationales and suggestions for each option’s branding potential.

Results:
Through the process of naming, a brand concept began to resonate, spurring the creation of “Coach Springs”: a brand, a community, a destination for professional coaches.

We enjoyed working with the community’s founder to capture the essence of her idea: to redefine continued learning, growth networking, and support in the coaching universe. As we began to explore names for this new venture, we realized we were engaged in world-building. Welcome to Coach Springs – a brand, a community, and a destination for professional coaches.