All Leaders
A brand for leaders with purpose
All Leaders is an executive search, talent strategy and executive coaching firm led by Tanya Stevens. It helps not-for-profits, purpose-led businesses and social ventures find and grow the leaders who will shape their future. We created its brand from the ground up.
The challenge
Tanya brings over 18 years of global executive search experience, and a track record of board, CEO and leadership appointments for organisations like Stonewall, Teenage Cancer Trust, Médecins Sans Frontières and YoungMinds.
Setting up on her own, she needed a brand that would sit comfortably alongside the big search firms, feel credible to boards and chairs, and still reflect what makes All Leaders different: inclusive, purpose-led and personal.
How we tackled it
The idea came straight from the name. The three letter Ls in “allleaders” became three upright bars, standing side by side like a line-up of leaders, each one a little different. That simple mark works as the logo, as a pattern, and as a storytelling device.
The bars represent people, planet and profit, the three things purpose-led organisations balance. Set in a row that grows from thin to bold, they show growth and development. Cut into photography, they become windows onto real people. Around them we built a calm palette of deep ink and slate teal, a fine diagonal line pattern that points forward, and a clean, modern typeface that keeps everything confident and clear.
Three Ls. Three upright bars. A line-up of leaders.
What we made
- 01Brand strategy and creative concept
- 02Logo and identity system
- 03Colour palette, typography and line pattern
- 04People, planet, profit and growth graphics
- 05Business cards and letterhead
- 06Company overview document
- 07Roller banner for events
- 08Social and presentation templates
Where it ended up
All Leaders now has a brand that holds its own next to the biggest names in executive search, and an overview document that sets out its services, track record and testimonials from clients including Stonewall and Wessex Cancer Support.
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