Brand Identity Design for Leadership and Team Development Consultancy

Westminster Associates is a leadership and team development consultancy that helps organisations build stronger cultures, more effective teams and confident leaders through coaching, facilitation and the internationally recognised Insights Discovery framework.

Working in collaboration with creative agency Muddy Wellies, I was commissioned to develop a refreshed visual identity that retained the equity and recognition of the existing brand while creating a more contemporary, approachable and distinctive presence. The project included strategic brand exploration, identity development, typography, colour systems and visual language design.

The resulting identity reflects Westminster Associates' position as trusted guides and clarifiers, helping organisations translate complex human dynamics into meaningful conversations and lasting behavioural change. Retaining key elements of the previous identity while introducing a softer, more confident visual language, the rebrand balances professionalism with warmth, credibility with accessibility, and strategic expertise with human connection.

The project formed part of a wider brand evolution designed to support future growth while reinforcing Westminster Associates' reputation for developing great people, teams and leaders.