what if you fly?

case study

The Alchemy Group

The Challenge

I’m excited to share the launch of my latest branding project for The Alchemy Group, an executive leadership consulting company. The project was broken into phases, the first of which include strategy, design, messaging through delivery of a newly transformed identity and site you will see here.

Founders and partners Sandy Sullivan and Allison Wik came to me looking to take their brand from “ordinary to extraordinary” to match the growth of their business. They also wanted to create an authentic experience of who they are and the transformation they facilitate in their group sessions on all touch points. We weaved their story and mission into the brand identity and messaging to transform their brand and accomplish our goals.

In the next phase, which we are currently developing, we implement their new social medial marketing plan with more video and content to increase their reach, and serve more people.

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Scope of Project

Phase I

Strategy
Messaging
Branding and Identity Design
Web Design and Development

Phase II
Video Production
Marketing Strategy and Campaign
Print Collateral

See The Website

“Carrie is the mastermind behind our new logo, website, newsletter etc. Her talent blows me away on a daily basis, and her expertise on all things brand/communications/marketing is invaluable. I cannot wait to see what we create together in 2020.”
**— ALLISON WIK, THE ALCHEMY GROUP**

Logo Inspiration

The discovery session provided us the clarity of the story the logo would tell. They wanted to keep the revolving arrows because it speaks to the cyclical nature of the work they do, that there is continuous growth between the gaps.

To honor their former coach and friend Michelle Bauman who lost her battle with breast cancer, they wanted to weave in the following quote which Michelle used often…

what-if-i-fall-oh-but-my-darling-what-if-you-fly-quote-1.jpg

They also wanted to reference the 3 Pillars of their offerings and the law of three which states that whatever energy a person puts out into the world, be it positive or negative, will be returned to that person three times.

And last but not least they wanted the logo to reflect the concepts of Alchemy. Alchemy is defined as the process of taking something ordinary and turning it into something extraordinary, sometimes in a way that cannot be explained. This is the transformation that happens with the Alchemy Group.