Mastermind Business Accelerator is a coaching and growth program for established business owners, led by Mark Creedon. Built around one on one coaching, group sessions, podcasts, and monthly masterclasses, the program helps entrepreneurs scale their business. When Mark came to soho media group, the brand was operating under metropole. It felt corporate and stiff, which was completely different to where mark wanted to take Mastermind. being a tight-knit tribe of business owners who show up for each other, the new identity needed to feel credible enough to command respect, but warm and inviting enough to reflect that community spirit.

Mark let us have creative freedom on the new brand, but had one comment, strictly no reds! My concept kept coming back to conversation and information sharing. Podcasts, coaching calls, group sessions, the transfer of ideas between people. Which led me to play around with the concept of sound waves, and from there the handdrawn "M" mark icon shape. organic, continuous, and full of movement. To keep a sense of familiarity, the original navy and orange were carried through into the new identity. A soft light blue was then introduced to open up the palette, adding a little breathing room and warmth to a brand that finally looks as good as the program it represents.

This is the new brand.