Leadership Archetypes
Role:
Branding, Marketing Design, Illustration
Deliverables:
Brand Identity, Brand Guide, E-book, Brochure, Social Assets
Tools
Illustrator, InDesign
I helped Suzan Bond turn her Leadership Archetypes framework into a brand that feels smart, approachable, and instantly memorable. The visual identity, illustrations, and marketing assets she launched attracted aligned clients and gave her business a confident, clear personality.
Leadership Archetypes is a team-focused leadership framework that helps leaders understand how they get work done and collaborate effectively. Suzan wanted a brand that reflected the nuance and clarity of her framework—professional, approachable, and visually distinct in a crowded leadership space.
Approach
Kickoff & Research
Explored Suzan’s philosophy, audience, and competitors to uncover opportunities for a unique, human-centered brand.
Design & Iteration
Developed color palettes, typography, illustrations, and layouts that balanced warmth, professionalism, and clarity. Iterated closely with Suzan to capture the framework’s personality and energy.
Build & Handoff
Delivered a flexible, scalable brand system: brand guide, e-book templates, brochures, and social assets ready for launch and future growth.
Solution
Visual identity with personality: Professional yet approachable colors, typography, and graphic elements.
Illustrated archetypes: Simplified complex ideas into instantly understandable, engaging visuals.
Marketing collateral: E-books, brochures, and social templates that communicate clearly and confidently.
Scalable system: Flexible brand architecture that grows with workshops, webinars, and new offerings.
Results
Launched the Leadership Archetypes brand with confidence, attracting aligned clients and business opportunities.
Strengthened market presence with a cohesive, recognizable look and feel.
Simplified storytelling through visual clarity, making the framework easy for clients to grasp and apply.
Enabled Suzan to extend the brand across channels without losing consistency or personality.
