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TOM ALFRY COACHING
Package
Plus Pack (Premium)
Role
Design & Branding Partner
Project type
Rebrand / Refresh
Industry
Coaching / Wellbeing / Lifestyle
Location
Sydney, NSW
Date
2026
Official Website
THE BRIEF
Tom already had an established coaching business, clients and a presence, but his branding hadn't received the same attention. He was using an AI-generated logo without a broader identity system, and his materials were starting to look different depending on where they appeared. The challenge was to bring everything together without losing Tom's personality or making him look like a corporate coach.
THE SOLUTION
I worked with Tom to develop a visual identity that felt more like him — approachable, down-to-earth and connected to his love of the outdoors and an active lifestyle. The work brought the logo, colours, typography and supporting materials into a more consistent system that Tom can use across his coaching business as it grows.
THE DELIVERABLES
Logo System, Colour Palette, Typography System, Brand Guidelines, Supporting Brand Graphics and Digital Applications
