Coaching Brand Identity

Tom Alfrey Coaching
Rebrand / Brand Refresh
Design & Branding / Visual Identity

Tom already had an established coaching business and clients, 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.

I developed a visual identity that better reflects Tom and the way he works, keeping his approachable, outdoorsy and down-to-earth personality rather than turning him into a polished corporate coach. The project brought together a logo system, colours, typography and practical brand materials he can use consistently as the business grows.