Conflux
A crisp and clean brand to communicate coach Wendy Leggett’s fluid approach to coaching.
Client: Wendy Leggett
Business: Conflux Professional Coaching
Sector: Business Coaching for Micro Businesses
Location: California, USA
The Challenge
Wendy Leggett approached us to develop a brand identity for her new coaching venture, Conflux. Her aim was to stand out in a crowded market of business coaches while establishing trust and connection with a niche audience: micro business owners and freelancers. She wanted a brand that felt confident, warm, and professional, with a clear visual identity inspired by the business name itself - Conflux, the point where two rivers meet and become stronger.
Our Approach
We were inspired by the river analogy at the heart of Wendy’s philosophy – coaching as a journey that merges past experience with future potential. This concept informed the entire visual identity.
“Cara provided a wealth of knowledge and support in creating critical components for my launch.
I am thrilled with the outcome and feel so fortunate that I had the opportunity to work with Cara and benefit from her expertise.”
Logo & Identity
We created a clean, modern wordmark with soft curves that subtly echo the fluidity of water. The accompanying icon symbolises the merging of two paths into one – a nod to the ‘conflux’ of ideas, beliefs, and future ambitions.
Colour Palette
We chose serene blues, gentle teals, and grounding neutrals to reflect calm clarity and forward momentum. These colours convey professionalism while standing apart from competitors who often opt for more corporate or overly minimal palettes.
Imagery & Mood
Inspired by nature and movement, our moodboard leaned into organic textures, flowing water, and moments of reflection – all reinforcing the sense of transformation and ease Wendy provides her clients.
The Result
The final brand identity is visually distinctive yet approachable – precisely what Wendy needed to attract her ideal clients: thoughtful, values-led entrepreneurs who want to grow their business in alignment with who they are.
Wendy’s branding now communicates:
A confident, trustworthy coaching style
A unique philosophy rooted in real-life experience and emotional intelligence
A fresh, fluid alternative to more traditional or rigid business coaching brands
“An associate highly recommended and I'm so glad I listened and hired Cara and her team!
Cara's impeccable design sense, industry knowledge, attention to detail and unfailing follow-up are just a few of the reasons I think she's the go-to resource when it comes to branding.
Cara provided a wealth of knowledge and, at the same time, support in creating critical components for my business launch.
I am thrilled with the outcome and feel so fortunate that I had the opportunity to work with Cara and benefit from her expertise.”