The art and science of winning leadership teams.
Challenge
ghSMART is a global leadership advisory firm that empowers CEOs, boards and investors to build winning leadership teams. They partner with the most prestigious companies, maintain the highest caliber of talent and have secured numerous #1 rankings on Vault. However, their competitive advantage and differentiated value proposition aren’t nearly as widely known or expressed as they should be. As one partner put it, “I feel our brand is like a plane trapped in turbulence, but we’ve never truly broken through the clouds.”
Goal
Through extensive interviews, surveys and focus groups, we discovered what makes them awesome: more than just leveraging rigorous, evidence-based processes and analytics from the world's largest database, they are also enduring, trusted partners for leaders. Remaining by their side through highs and lows, ghSMART combines the art of advising and the science of leadership intelligence, helping leaders unlock the power of “who.”
Strategy
Blending art and science to help leaders build talented, diverse teams became the heart of ghSMART. To make their “awesome” obvious, we developed a new brand story with personality and a visual identity to help them stand out. Picture this: a logo that zooms like a sleek supersonic jet, symbolizing how ghSMART propels leaders with laser-focused power toward top-notch results. You'll see it everywhere, from their website to their social media—a brand reborn and ready to soar.
Role: Creative Director
Agency: Agenda
Team: Dan Koh (Head of Creative), David Marte (Sr. Designer), Lucia Vaughan (Sr. Designer), Jo Rooney (Sr. Designer), Chris Lee (Sr. Designer), Yiwen Lin (Jr. Designer), Scott Brower (Motion Designer), Jake Aronson (Sonic Branding), Vincent Roffers (Head of Strategy), Nick Ott (Sr. Strategist), Amanda Cao (Associate Strategist), John Kester (Digital Director), Emily Korn (Head of Client Services), Katie DiBella (Associate Director, Client Services)
Awards: American Graphic Design Award (GDUSA)