The Hidden Narrative
Alison Carroll provides coaching services for senior executives and military leaders transitioning to civilian life, as well as supporting high performers through work and life transitions. With deep conversations and sustainable strategies, she helps her clients navigate challenges as a trusted confidant and thought partner.
Originally founded in 2012, Alison rebranded her business in 2018 and decided to rebrand again with a sophisticated visual identity that reflects her holistic, bespoke coaching style. The goal was to attract more senior professional clients, elevate her rates in line with her expertise, and position her brand as one of lasting value.
Alison was interested in redesigning her logo. The name of her business was difficult to read, as it was set small and tight underneath the icon. The colors were olive green against a darker gray, and the icon itself wasn’t immediately obvious what it stood for.
We presented three concepts to Alison. The one she chose used an elegant typographic family called Utile. It visually hides the word “hidden” behind the word “narrative” in the business name. “The” is deemphasized in all-caps letters in brown color and tucked above the “N” in a smaller point size. “Hidden” and “Narrative” are in title case in rich terracotta colors that sync with the brand photography, with letters kerned closely and linked in a tight lockup.
The result is a logo that naturally draws the viewer in and encourages a second look. It reflects Alison’s approach of helping clients uncover the underlying stories that shape their growth.
The design feels polished and sophisticated, with a premium, tailored style that mirrors the bespoke nature of her services. At the heart of it is her signature hidden narrative coaching method, subtly woven into the visual identity.
We also created an HN monogram icon based on the full wordmark used as the browser tab icon, so the brand feels cohesive and intentional at every touchpoint.