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AHUM – Brand development & experience design

Client: AHUM Coaching

Sector: Leadership Coaching

Project: Brand development. Identity. Website. Tone of voice. Content.

Many service brands deliver an intangible experience which can only really be fully understood once it has been undertaken. Our work with AHUM was an exercise in trying to bring a truly unique and transformative experience into the heart of their branding and communications.

Formerly known as Systemic Coaching, they provide their clients with a powerful and transformative approach to leadership coaching. Their original name refers to the methodological framework that underpins an approach that supports leaders, teams and organisations to be at their best as they go through the changes and transitions personal and working life can throw at us.

When we experienced their approach for ourselves we understood how their approach goes way beyond merely a dry or functional methodology. The experience is one of creative dialogue, collaborative improvisation, and pushing boundaries to encourage self-expression and innovation. Creativity and inspiration are at the heart of the approach and it was no accident we found ourselves talking as much about their passion for jazz and the parallels between jazz musicians approach to exploration and the move from discord to harmony in the music and the insights this can bring to leadership coaching.

We wanted to bring this rich and creative experience into the heart of the brand. Naming the brand after a Charles Mingus album was a starting point for this. We built on this to develop a strong identity combining harmonious elegance with creative energy and chaos, a tone of voice that combines reassurance with inspiration and a simple web platform that explains the benefits of working with AHUM, sets expectations about the experience and provides inspiration in the form of client stories and a mood board selection of stimulating and thought provoking content.