Powell Allen’s maze-like identity for Transform Coaching

Consultancy Powell Allen has created an identity for life-coaching charity Transform Coaching by designing a visual language which communicates transformation.

Transform Coaching identity
Transform Coaching identity

Transform Coaching is a commercial offshoot of charity Youth at Risk and connects disaffected  young people with partner organisations including Birmingham Royal Ballet, Saracens Rugby Club and Freshfields law firm, to help the youngsters generate what it calls ‘a new way of thinking.’

Powell Allen partner Christopher Allen says copywriter Harold Fletcher who was working with the charity, recommended the consultancy for the project.

Tasked with communicating transformation, Powell Allen has designed a T which Allen says shows a ‘journey’ and ‘conveys courage’ and responds to the idea that ‘achievements aren’t always easily gained, but persevere, and you’ll reach new levels of performance.’

‘The exit marker, signifies the individuals successful journey of transformation,’ he adds.

Transform coaching direct mail
Transform coaching direct mail

The visual system is extrapolated for a direct mail piece which uses bold type and messaging with an underline and the colour orange taken from the identity.

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  • matt November 30, -0001 at 12:00 am

    There are always concerns when established marks and symbols are used to to identify a company as people will already have an opinion of what it means to them.

    To another a maze could convey problems, dead-ends and confusion. So how does it convey courage? And for a journey to be successful doesn’t it need to have a destination (is the spot the beginning or the end?)

    Problems, confusion et al maybe what the company aims to resolve but shouldn’t the marque be representing the solution?

  • M November 30, -0001 at 12:00 am

    While I agree with some your points raised. I think using the maze as a metaphor to illustrate the ‘courage’ and perserverance these people show is spot on. Achievements aren’t easily gained, but it takes alot of determination and courage (there’s that word again) to make what could be a traumatic journey a successful and life changing experience for these young people.

  • Michael November 30, -0001 at 12:00 am

    I agree with the first comment. The maze looks so daunting that I just want to run away. Something more inspirational would have been better. Sorry!

  • John November 30, -0001 at 12:00 am

    I agree with the first comment too. The maze is a metaphor for puzzles, confusion and getting lost not courage and perserverance.

    I understand the courage and determination required so why does the company use the problem (not the solution) to represent their company?

    You state: “…to make what could be a traumatic journey a successful and life changing experience…” but do not illustrate that; in response to the third comment it does seem to represent a ‘traumatic journey’ they want to avoid!

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