Sammy Guinness Coaching
Branding
OVERVIEW
Client
As part of a pro bono initiative, I reached out on LinkedIn to connect with professionals in the health and wellness industry who might benefit from a rebrand or logo design. My goal was to create a project aligned with the industry I’m passionate about working in.
Sammy, a former colleague, responded to the post and approached me to assist with the rebrand of her coaching business. I was thrilled to collaborate and help reposition her brand with a refreshed, more strategic visual identity.
The Challenge
Sammy’s existing brand no longer reflected the direction and growth of her coaching practice. The business had evolved, but the visual identity hadn’t kept pace.
The key challenges included:
Creating a more professional and confident brand presence
Developing a logo that felt authentic and aligned with her personality
Establishing a cohesive visual system she could confidently use across platforms
The rebrand needed to feel intentional, empowering, and aligned with the transformation she offers her clients.
The Process
We began with a brand discovery session to unpack:
Her ideal client and their aspirations
The emotional experience she wanted clients to associate with her brand
Her long-term vision for the business
From there, I developed strategic mood boards as well as logo concepts that reflect clarity, growth, and empowerment, key themes within her coaching practice.
Once a direction was selected, I refined the chosen concept and expanded it into a cohesive brand identity system.
The Solution
The final outcome was a confident, elevated brand identity that authentically represents Sammy and her coaching philosophy. The new logo and visual system position her business as professional, approachable, and purpose-driven.
This project not only allowed me to support a fellow entrepreneur, but also to intentionally build work within the health and wellness space, a direction I’m deeply passionate about.