For almost six decades, the Center for Creative Leadership (CCL) has been pioneering and redefining the field of leadership development. Their thoughtful, impressive solutions have empowered millions of leaders in over 160 countries to step into their potential—including two-thirds of the Fortune 100.

When their creative director sought me out to help sharpen their voice and build out a brand guide, I couldn’t say yes fast enough.

Voice and brand work

I worked collaboratively with CCL’s Creative Director and Senior Director of Brand Marketing to focus in on and reshape CCL’s brand fundamentals, including the vision, mission, values, brand pillars, and messaging statements.

We also reimagined the brand personality extensively to ensure that it embodied a persona that matched the voice and tone, and included tactical “this, not that” applications for global teams to apply to comms.

CCL Brand Fundamentals