Coaching Jen

Brand Identity Development

Coaching Jen was a collaborative branding project developed in close partnership with the founder. The goal was to create a cohesive brand identity that clearly articulated the organization’s purpose while honoring the strength, resilience, and transformation of the women it serves.

The final branding packet included a defined mission and vision, a thoughtfully selected primary and secondary color palette, and a set of logos designed for consistent use across platforms.

Mission
Coaching Jen is an outreach grounded in proven coaching practices and transformative techniques that support courageous women who have been targets of abuse.

Vision
Through the Coaching Jen experience, women become their own best friend, find their authentic voice, and discover their superpower—the ability to have their own back. Each coaching journey is designed to establish a lasting pattern of empowerment and limitless possibility.

Logo Concept
The logo features a black-and-white butterfly, symbolizing transformation, resilience, and rebirth. The butterfly represents the client’s journey—from survival to self-empowerment—while the monochromatic palette reflects clarity, strength, and balance. By stripping away excess color, the design emphasizes inner transformation rather than external identity, reinforcing the message that power and healing come from within.