CEO Advantage
KEYWORDS:
ENERGETIC | DYNAMIC | BOLD | CORPORATE
FIELD:
BRAND IDENTITY | MARKETING STRATEGY | COLLATERAL | PODCAST
INDUSTRY:
EXECUTIVE COACHING
Paul Edginton is a professional Director and CEO highly regarded as an expert in the fields of Future Thinking, Strategy, System Design, Leadership, Human Services and NFP leadership. Holding leadership roles for almost 40 years, he came to us with a desire to provide help to new and existing CEOs, acting as a guiding light for the innovative forward thinkers. With the creation of an effective brand identity, we helped CEO Advantage to foster growth and resilience in leaders of tomorrow.
PROJECT GOAL
Create a dynamic and bold brand identity for his business to capture a corporate audience and create a marketing plan to bring the vision to life into a sustainable CEO community.
CHALLENGE
Leaning towards a more masculine, eye-catching and bold brand design, the challenge for this project was to maintain an edge of gender neutrality, to ensure that we weren’t promoting to Paul’s audience that the leaders of tomorrow have to be men to succeed.
When developing the plan for the CEO community, we recognised the competitive landscape in the networking space and focused on defining CEO Advantage’s unique value proposition to position it as a leading community for CEOs. Translating these concepts into a more abstract, creative representation was an exciting challenge for us to tackle.
SOLUTION
We were taken by Paul’s forward-thinking approach and energy and wanted to capture that in his brand visuals and marketing planning. Using a rich, vibrant yellow to inject some light and life, and to move the idea of a CEO away from that professional, corporate blue, we brainstormed what we feel moves people forward or acts as a ‘guiding light’. Exploring these shapes and movement led us through multiple concepts but we kept finding ourselves drawn back to the idea of a compass, a guidance tool that doesn’t show you where to go, but helps you on your way. Stripping it down to its basic elements to create a more abstract form and used in combination with a bold, impactful typeface to create a striking concept.
This brand identity radiates vibrant energy, carried through every element—from the CEO Advantage podcast co-hosted by Milly, to event photography and ongoing marketing support—bringing the CEO Advantage community to life.
OUTCOME
Since the implementation of our brand identity for CEO Advantage, Paul has been proud to share his redefined new consulting business and busy helping craft the new vision of CEO Advantage alongside the MILCO team.
Leading panels and discussions with other CEOs and with his own podcast, co-hosted by MILCO’s Milly to provide more educational content, Paul’s journey with CEO Advantage is only moving onwards and upwards.
