Positive Leader
Utilizing principles of positive psychology, Positive Leader offers customized leadership training through online courses, workshops, and coaching aimed at fostering significant organizational change.
Project background
The founders and marketing team of Positive Leader approached Hasa Casa to develop a visual identity and website from the ground up. Their primary requirement was to ensure that the Positive Leader brand serves as an extension of their legacy brand, Elm Learning, but with a more mature and inviting feel. We collaborated with the team to identify their brand’s core principles and created a design that all team members can easily replicate while adhering to the original guidelines. With the new brand, Positive Leader aimed to attract more customers, and they have since doubled in size while the founder has published two books.
Visual identity
Logo icon-mark
The founder specified that the legacy icon-mark, which features a plus sign inside an infinity symbol, should be used. Initially, the icon-mark and word-mark were combined, but this arrangement did not convey a sophisticated partnership. Hasa Casa suggested separating the icon-mark from the word-mark so that each could maintain its unique significance without being awkwardly joined. This separation was necessary due to the requirement to include the original icon-mark design.
Imagery art direction
Since Positive Leader is a continuation of the Elm Learning brand, we needed to incorporate their imagery style while giving it a fresh perspective.
Website design
Startups often have to opt for more affordable solutions due to tight budget constraints. After launching the visual identity, the team chose GoDaddy for a budget-friendly website. Unfortunately, this decision led to several issues for the Positive Leader marketing team, resulting in a significant loss. Thankfully, Hasa Casa came to the rescue by rebuilding the website on WordPress and developing a component system that allows for endless arrangements.
