Branding Project
Hudson Institute of Coaching
Project Brief
Purpose
Refine Hudson’s visual brand to better represent the company’s evolution from mom & pop business to tech-enabled industry leader
Story
Hudson has struggled to nail down a consistent brand that satisfies both its Professional audience, which skews more liberal and woo-woo, and its Corporate audience, which skews more conservative and data-driven. The lack of consistency made it hard to enlist outside design support, whether from contract designers or AI tools.
Goals
1. Develop a fresh look & feel that...
→
Aligns with Hudson’s established brand personality
→
Resonates with multiple diverse audiences
→
Naturally flexes across contexts and tones
2. Codify new branding in a set of guidelines to...
→
Streamline work with contract designers
→
Increase efficiency with AI design tools
Audience
1. Hudson's "Professional" Community (B2C)
→
Individuals who are looking for a meaningful life transition; they choose Hudson for their coach certification because it’s considered to be the “ivy league” of coaching schools, promising deep personal transformation and lifelong connections
→
Alumni who have previously attended Hudson’s coaching program; they return to Hudson for the tightly woven sense of community and the high-quality continuing education opportunities
Hudson's "Corporate" Clients (B2B)
→
Senior-level leaders within mid- to large-size organizations investing in coaching or coaching-related development opportunities; these individuals come to Hudson because they want to provide their people with the highest quality coaching from the provider with the most expertise, and are willing to pay a higher premium for that promise.
Roles
Designer: Marianne Wellman
Primary Stakeholders: Leaders across Marketing, Professional, Corporate, and Sales Teams
Final Brand Guide
Brand Background
Legacy Branding
All Projects