AJK Coaching entered a crowded market where every coaching business looks the same: generic stock photography, corporate blues, and forgettable wordmarks. To attract serious clients, the brand needed a visual identity that communicated authority and credibility from the first impression — something that could scale consistently from a business card to a website header to a social media profile without losing its impact.
I developed a mark-based logo centered on a bold AJK monogram, designed to read clearly at any size from a website favicon to large-format print. The identity system was built in a deliberate black-and-white palette — high contrast, timeless, and versatile enough to work on any background without color dependency. A complete brand style guide documented typeface pairings, spacing rules, logo clear-space requirements, and approved usage variations so the client could apply the identity consistently without needing a designer for every touchpoint.
- Delivered final logo in all required file formats (SVG, PNG, PDF) for digital and print use
- Developed a complete brand style guide covering color, typography, and logo usage rules
- Created application mockups showing the identity across business cards, social headers, and digital banners
- Built a scalable identity system that works at every size without requiring color to function