Anjali Joshi, the founder of Echelon Coaching, is an expert Agile Coach with a history of working for big names like Ancestry, Nike, and Salesforce. Agile supports team efficiency in bringing results, working in increments, and systems coaching focuses on the relationships between team members and the entities they belong to. Anjali saw an empty space in the crossover between the two. By merging the worlds of Agile and Systems Coaching, Anjali hoped to bring about the change that clients aspired to, but often failed to achieve.

The ask was to create the brand identity and messaging, including the logo and name, as well as the website, email templates, and presentation templates. Anjali wanted a brand that was instantly recognizable but true to her unique positioning, that felt equal parts compassionate and direct. Not only did she hope to accurately portray her business, but she also wanted to attract the right open-minded clientele with well-aligned values. .

Visually, we looked to design energized and dynamic elements without neglecting the professionalism and results-oriented value proposition of Anjali’s service. We drew from the metaphor of a bird echelon, flying in a V shape with shifts in leaders within the flock to maximize efficiency. Elements like cloud imagery and a geometric V in the logo gave way to a high-contrast, dynamic visual system, all embodying her forward-thinking, high-powered business model. Balancing this with a supportive and perceptive messaging, we were able to paint an accurate picture of “the coach who creates a new generation of leaders, change makers and people who embody change through their thoughts, words, and deeds.”

September 2022

Role: logo, naming, messaging, visual identity, web design, marketing and business collateral