The Evergreen Path
A brand identity for Rob Greenberg: where grit meets compassion in life coaching.
The Problem
On the surface, Rob Greenberg is a friendly but tough looking guy with a New York accent. However, he’s also an entrepreneur turned public company officer, father of three sons, and a Stage 4 lung cancer survivor. The embodiment of strength and resilience, he is now pursuing a career as a life coach. How do you craft a brand identity that reflects his life journey and stays true to his authentic, gritty, and caring nature?
The Insight
A life coach offers a unique service, as they are essentially selling their personality and credibility. This made it crucial for the logo to authentically feel like Rob. Throughout the design process, I continually referred back to Rob’s key brand pillars of approachability, empowerment, professionalism, compassion, and wisdom to ensure that anyone encountering his brand would immediately understand his distinct vibe.
The Solution
The logo features two trees, symbolizing a life coach and his client, each drawn in a rounded, cartoon-like style to convey approachability and warmth, almost as though the two trees could lean in and support one another. Highlighted in bright orange, a path twists around the trees at a slight incline, representing the client’s journey. Paired with a bold, sans serif font, the final mark balances masculinity and approachability, which perfectly captures Rob’s personality.
