Industry: Personal Brand & Leadership Coaching

Challenge: To build a premium personal brand that resonates with high-stakes professionals and entrepreneurs, showcasing mind-body peak performance as the foundation of leadership and success.

The brand needed to reflect a high-value, premium pricing model while honoring the founder’s American pride and Chicago heritage.

Approach:

Brand Identity: Developed a refined leadership brand rooted in holistic personal growth with a bold, Chicago-inspired logo in the style of secret society to reflecting Thomas D. Peterson's high ticket, luxury business model.

Brand Templates & Website: Designed cohesive brand templates and a user-friendly website to ensure consistency and elevate the brand’s premium feel.

Primary Logo: Our logo is a symbol of the unorthodox approach we take to leadership training. It's infused with a secret society aesthetic that embodies guidance, power, balance, distinction, and courage. The Compass, Eagle, Scale, Monogram, and Sword each signify a crucial aspect of leadership and represent our mission of nurturing individuals ready to challenge norms and lead with distinction.

Logo Concept

Compass: Signifying our guiding role, the compass epitomizes our commitment to direct individuals along their leadership journeys. We steer clients to confidently navigate the complexities of leadership, armed with wisdom and purpose.

Eagle: The Eagle, a symbol of American freedom and power, encapsulates the tenacity and ambitious spirit we foster in our clients. We strive to imbue them with resilience, enabling them to soar high in their leadership roles.

Scale: The Scale stands for harmony, portraying our dedication to nurturing well-rounded leaders. Our training helps individuals achieve balance, enabling them to excel in every sphere of life, fostering holistic growth.

Monogram: Our 'TDP' Monogram harks back to old-world sophistication, serving as a seal of our unique quality. It marks our steadfast commitment to distinguished leadership training, rooted in timeless principles yet tailored for the modern world.

Sword: Just as Excalibur symbolizes courage and resolve, our Sword signifies the valor of being the one to take decisive action. It embodies the audacious spirit of leadership we cultivate, inspiring individuals to step up boldly amidst challenges.

Alternate lockups

Coin Design

Social Media Templates