Project Overview

Following our successful initial brand development for Steffi August's self-leadership coaching practice, the client approached me for a complete strategic rebrand to pivot into the corporate coaching market. This intensive one-week transformation required repositioning her established personal brand to appeal to companies seeking leadership development workshops while maintaining her authentic personality and signature red branding she's passionate about.

Challenge

Steffi's existing brand was deeply rooted in individual coaching language and "coach speak" that resonated with personal development seekers but failed to connect with corporate decision-makers. The website was cluttered with numerous courses and programs that weren't selling, creating confusion about her core offerings. The challenge was to completely restructure her brand messaging, streamline her services, and create a professional presence that would attract corporate clients while preserving the elements of her brand she loved most - particularly her signature red colour palette.

Strategic Approach & Deliverables

Brand Foundation Evolution

• Preserved the client's beloved red as the primary colour while introducing sophisticated greys and silver accents for corporate appeal

• Developed a refined colour palette that maintained brand recognition while elevating professional credibility

• Created new brand guidelines specifically for corporate communications

Photography & Visual Identity Refresh

• Encouraged more professional photography sessions while accommodating the client's preference for her signature red styling

• Balanced her personal brand preferences with corporate expectations

• Established a visual system that felt both authentic and professionally appropriate

Content Strategy Overhaul

• Eliminated "coach speak" and personal development clichés throughout all materials

• Rewrote all website copy with results-driven, business-focused language

• Shifted messaging from personal transformation to measurable business outcomes

• Created corporate-appropriate workshop descriptions and service offerings

Website Restructure & Simplification

• Removed pages of unused courses and programs that created decision paralysis

• Streamlined navigation to focus on core corporate services

• Designed clean, professional layouts using the new grey and silver palette

• Implemented clear calls-to-action for corporate inquiries

Corporate Workshop Positioning

• Repositioned all services to address specific corporate pain points

• Developed workshop frameworks that appeal to HR directors and executive teams

• Created materials that demonstrate ROI and measurable outcomes

• Established credibility markers relevant to corporate audiences

Results & Impact

The one-week rebrand transformation achieved immediate and overwhelmingly positive results:

• Universal Acclaim: Everyone who saw the new branding loved the transformation

• Clear Market Positioning: Successfully pivoted from individual coaching to corporate leadership development

• Streamlined User Experience: Eliminated confusion by removing unnecessary program offerings

• Professional Credibility: Achieved corporate-appropriate sophistication while maintaining authentic brand personality

• Enhanced Brand Cohesion: Created a unified visual and messaging system that works across all touchpoints

Key Transformation Elements

Before:

• Coach-heavy language and personal development terminology

• Cluttered website with multiple unused course offerings

• Individual-focused messaging and positioning

• Informal tone and approach

After:

• Results-driven, business-focused language

• Clean, streamlined website with clear service offerings

• Corporate workshop and leadership development focus

• Professional yet authentic brand personality

• Sophisticated colour palette of red, grey, and silver

Timeline & Process

This comprehensive rebrand was completed in just one week through:

• Strategic consultation on market positioning

• Rapid content overhaul and copywriting

• Website restructure and design implementation

• Photography direction and visual identity refinement

• Launch and immediate feedback incorporation

Ongoing Impact

The successful pivot demonstrates the power of strategic brand evolution when market opportunities arise. By maintaining the client's authentic personality while dramatically shifting the messaging and positioning, we created a brand that attracts corporate clients without sacrificing the elements that make Steffi unique in the leadership development space.

This project showcases how established brands can successfully pivot to new markets through strategic messaging, visual refinement, and focused service positioning - all while honouring the client's personal brand preferences and maintaining authenticity in a competitive corporate landscape.