Kim Newton-Woof
A leadership consultancy identity that lets clients take the spotlight
Kim Newton-Woof is a creative and curious leadership consultant. She helps leaders and teams improve, listening, facilitating, and suggesting new perspectives to show them how to work better. But in her mind, what she does isn’t about her. It’s about people. So, her visual identity had to both illustrate her services and hint at a different kind of consultancy.
Thinking
In leadership consulting, most sell their services with things like industry achievements and qualifications. Kim would rather list brilliant feedback than glittering accolades. Her clients’ experiences are a much more powerful way of selling her services, so she’s happy to let her case studies do the talking.
That gave us the freedom to focus on people, their problems, and what Kim does to help. She expertly guides and advises clients, giving them the tools and training they need to tackle big problems. And instead of taking the spotlight, she chooses to stay in the background.
Outcome
With that in mind, we made people centre-stage. The logo is fully formed from shadows, reflecting the way Kim works subtly and supportively behind the scenes. To visualise Kim’s unique skill-set, we had artist Anthony Zinonos craft bespoke collages showing clients taking leaps, trying new ideas, juggling responsibilities, and finding a safe space to talk. Coloured blocks represent Kim’s input. Altogether, it brings warmth and personality to leadership consultancy – just like Kim.
“As an independent consultant, I wasn’t sure if an agency of Lark’s calibre and client list would be willing or able to help me. It was therefore a delight and a privilege to be accepted into the Lark client fold, and reap the benefits of working with such an experienced and creative team.”
Kim Newton-Woof
Leadership Consultant & Coach
Services
– Strategy workshop
– Brand personality and positioning
– Visual identity
– PowerPoint and Word templates
Collaborators
– Illustration: Anthony Zinonos
– Copywriting: Ella Pawlick
