Big Joy Theory:

The Conflict: Joy vs. Circumstances

Big Joy Theory (BJT) came to me facing a common challenge many entrepreneurial and organizational coaching businesses encounter: a brand that needed to resonate deeper with their audience and clients. Their message of "transcendent leadership" needed to more effectively reach the right caliber of clients while still whole-heartedly defining joy as the key to unlocking authentic leadership presence.

The existing brand materials, consisting mainly of a dated logo and brand colors, lacked the depth and appeal needed to position BJT as the top authority in executive joy guidance. Their primary messaging lacked the bridge to connect with a modernized, high-level industry standard of existing and further, new clients seeking personal and professional growth through joy-driven leadership.

The main challenge was defining how to communicate the essence of "joy" in a way that appealed to a broader, sophisticated audience while ensuring it aligned with the business's core mission of fostering leadership through joy and personal fulfillment.

The Climax: An Undeniable Process

To ensure the rebrand was rooted in BJT’s core mission and values, we began with a deep dive into the company’s ethos. I conducted a series of in-depth interviews with the CEO/Founders to clearly understand their vision for the future of the brand, business and guidance methodology. We also utilized a structured client-centered consultation to gain insight into the specific goals for this project—such as attracting a more distinguished clientele, refining the joy cultivation message, and establishing BJT as a heart-led leader in the traditional personal/professional development coaching space.

With this foundational understanding, I reviewed all existing assets to identify key elements that were working and elements that needed to be revamped. From there, we took a modern design approach—selecting and creating clean, refined fonts, a versatile color palette, and more approachable design elements to present joy as both a practical and profound part of leadership.

Throughout the process, we engaged in ongoing communication with this team, ensuring each iteration was aligned with their vision.

The Resolution: Redefining Joy

The goal was clear: craft a new, cohesive visual identity that repositions BJT as a leader in defining joy for entrepreneurial, executive and organizational development spaces. Within my approach, I created a refreshed logo, modernized the brand's visual language and associations, and refined their core message to reflect a more current, inclusive interpretation of joy.

With their identity reimagined around the powerful message of "Joy is…” a foundation was laid for visual design and messaging strategy. The rebrand was meant to invite professionals of all walks of life to see joy as an essential, transformative part of leadership; because we all agree that professionals are people first. Through strategic use of color, typography, and imagery, we created a more open, clean, and contemporary look that invited the audience to explore the deeper potential of leadership through joy.

The Results.

• An open, heart-led pathway to the invitation to choose and lead from joy.

• Reflective heightened interest in BJT sessions & services.

• Strong identity and visual associations that position BJT as a contemporary, holistic and authoritative voice in the executive guidance and cultivation space.

• BJT "Joy Tracker" used abroad by organizations to assess satisfaction and dynamics—showcasing the global applicability and value of BJT's leadership guidance ideology methods.

• Demonstrated effectiveness of the BJT’s newfound approachability.

• Modernized messaging and design paired with a clear, relevant tone that speaks to the leadership challenges of today’s top professionals.

• A brand overhaul that is paving the way for future growth and impact.