Meet the business
Jay and Marie coach salon and clinic owners (and they do it the unfashionable way) by making people do the work. Their clients re-plan their business every four months, get held ruthlessly, kindly accountable to it, and describe the pair as coaches who are deadly serious underneath the down-to-earth warmth. Their audience owns a famously good bullshit meter, which suits everyone fine, because this is a coaching business with nothing to hide behind. Fluff free, with all the trimmings.
Today they lead Your Growth Coaches, a collective of experienced coaches, mentors and industry leaders. The story of how it got that name is the story of this rebrand.
The moment
When we were deep in brand discovery circa 2024, question two answered itself into a corner, we asked what the brand was called, Jay said: “Not sure yet! Zing for now”. And asked how someone would describe the brand if he weren’t in the room, he answered with the honesty his clients pay for: “A little bit confusing. Emotionless”.
That’s a founder describing a brand he’d outgrown. The business had substance, method and a growing team, the brand had a placeholder where its name should be, and his magic-wand wish asked for one thing… that it was injected with more fun.
What was really going on
Fluff tells people what they want to hear, whereas Jay and Marie built their business on what people need to hear. Superpowers identified and leaned into, a North Star found, then actually navigated towards, in life and business both. A completely transformational, 360-degree approach for people on a non-linear path… and the moment a client arrives, the feeling of relief that they’ve finally found their people.
None of that was visible from the outside. The work had to take everything real about this pair (the rigour, the warmth, the results, the refusal to sugar-coat) and make it legible at first glance, to an audience that’s been burnt by shiny promises before. The brand needed to be bold and gutsy and still down to earth… serious enough to be trusted, fun enough to be them.
Jay and Marie are a seven year client relationship of ours and their words explain the fit.
"Like anything, you can get design work done offshore for next to nothing, but with Digital Bloom, they have a deep understanding of sales and marketing - which is what makes their designs hit the nail on the head with our audience."
The discovery
The ‘who’ arrived in Jay’s own words (because they’re worth quoting whole), “They are the life of the party, they are warm, eccentric and undervalued. They deserve to have better than what they have.” Salon and clinic owners around 30, social, travelling, fearing one thing above all… staying the same, getting stuck. They’ve done the short courses, they’ve had coaches before. What held them back from calling sooner was knowing this would be the uncomfortable kind of help (the kind that works).
Their ‘why’ fits in one of Jay’s lines too… “I always say that their Monday through to Sunday becomes a joy.” And the values the work crystallised carry the same no-nonsense DNA… we are REAL (fluff and BS free), life-long LEARNING, and we are ACCOUNTABLE, not just coaches, partners in the journey. The whole brand promise now hangs over the door in six words, Business Confidence To Create Your Dream Life.
Behind the name
The name went from placeholder to purpose-built. Your Growth Coaches leads with the client (Your, first word, on purpose), promises the outcome (Growth) and says exactly what they are (Coaches), because a fluff-free business deserves a name that requires zero decoding. And the plural matters (this was never going to stay a duo’s project). The name holds the collective it’s become, six coaches and counting, different skill sets, one standard.
Behind the logo
The burgundy leads everything (and she’s cast perfectly), the rich, ultra-cool, fashionista CEO Aunty. Dayuuum, that’s a colour with a corner office. Burgundy reads as wealth, sophistication and refinement, grabs attention without a whisper of arrogance and sits on the crème de la crème shelf on purpose, because that’s the positioning… Miranda Priestly authority, none of the cerulean lectures. Around her, every colour earns its place, orange for communication and transformation, lilac for fearless and optimistic (which is Jay and Marie in two words), a mustard green that belongs to the yellow family (the thinker’s colour, optimistic and action-taking) and white, the brand’s best friend, pure and no-BS, harmonising the lot.
The system underneath is the clever part (if we say so ourselves), each pillar of the business runs its own two-to-three colour team with burgundy always leading, so events, programs and resources each get a recognisable wardrobe from one shared closet. Have a look at their site and you’ll watch it working.
The theme is the compass. There’s a vast direction of possibilities for their clients and these two travel with them towards their own personal North Star, so the arrow became the mark (the brand’s Nike tick), carried through the main logo, sub marks, favicon and profile image. The stairs in the mark climb one way while the growth arrow points another, because growth looks different for everybody. Curves everywhere, harsh edges nowhere, since curved lines carry trust and continuity for journeys that refuse to run straight.
And the choice nobody would notice… the G and the C sit slightly skew-whiff and the layout still aligns perfectly underneath. That’s the entire coaching method drawn in letterform, your realness, un-polished on purpose, held inside their structure. Remove the box around the sub mark and it still lines up. That’s what they give their clients, the foundations under the non-linear.
The system
Full visual rebrand
The logo overhauled and built into a complete suite of variations, fonts, colours and imagery.
Visual style guidelines
Defining the application rules of the brand’s look and feel.
A suite of illustrations and graphic elements throughout
The abstract diversity set, symbolising different people, journeys, goals and walks of life.
Patterns for the supporting layer
Creative direction
For styling graphics across multiple platforms, keeping the vision and the aesthetics consistent
Touchpoint materials
Email signatures and launch Canva templates.
(The current website is by Sites At Scale and sits outside this scope… the identity built here runs right through it.)
"Sarah and her team make it their mission to understand your brand and message - they certainly know how to speak to them via brand."
The outcomes
What’s observable today, the brand runs a growing world… a collective of six coaches, a national events and programs calendar, a podcast with its own audience across platforms and the InFlow365 product line alongside. The identity built to outgrow a duo is doing exactly that.
The season now
Jay’s twelve-month hope, written before any of it existed, “I want to create a brand and an offering that when our clients come to us, they have a sense of relief that they found their people.” Stand that next to the collective running today and it reads less like a hope and more like a plan that kept its word. The ten-year ambition is the go-to coaching and education offering in their industry and beyond, and the legacy line underneath it all is the simplest: changed lives, with the business as the vehicle.
If your brand is telling people less than the truth about how good you are, a groundwork call is where that gap starts closing. 🍯