Brand identity designed for Isabella Fugaccia, a coach and trainer to global executives, teams, and groups. She use neuroscience and real-world business acumen to help her clients find clarity in business to accelerate change and growth in times of uncertainty.

We started with a workshop, to bring out all the distinctive features of Isabella Fugaccia as a professional. These features have then been the base for designing the brand identity and all the communication materials of the brand.

Isabella speaks two languages, Italian and English, and has a double cultural heritage. This is also reflected through typographical choices. One typeface (a san serif one) is from Europe — Sempione Grotesk, by CAST foundry — while the other one (a serif one) is from the USA.

The monogram — IF — is composed of Isabella's initials, but it also has another meaning. It stands for Impact Factor, the actual impact on results due to the use of scientific approaches in consulting that Isabella Fugaccia has been using for more than 25 years.

The payoff — Time. For Change. For People. — is divided in 3, like 3 are the services offered by Isabella Fugaccia: coaching, training, consulting.

We used two main brand colours. Purple, which mixes the calm and stability of blue — one of Isabella Fugaccia favourite colours — with the energy of red. And a red-orange colour, used for a few elements only, to balance the purple and generate additional elements of attraction.