Erica Wexler guides C-suite executives and their teams through organizational change. Her work simplifies complexity, removes obstacles, and builds trust across all levels. She needed a brand identity that matched her approach of being clear, direct, and results-focused, but also curious and adaptable.
The challenge was creating a visual system that reflected Erica herself: her clarity, curiosity, and transformative energy. The brand needed to feel like an extension of her, communicating not just what she does, but how she does it. It's about transferring her knowledge, creating confident leaders, and solving problems in a way that's distinctly hers.
The brand identity spans logo, color system, typography, and website design. It positions Transformational Guidance as a trusted expert in change facilitation and obstacle removal. The system rolled out both digitally and physically, creating a cohesive experience that reinforces her core message: clarity, results, and transformation.
SERVICES
CREATIVE DIRECTION
BRAND IDENTITY
LOGO DESIGN
WEB DESIGN
LOGO
The Transformational Guidance wordmark balances curiosity with professionalism through a deliberate blend of typography. Ivypresto Display, a serif, brings weight and sophistication to the primary words, while Halyard Display, a clean sans serif, grounds the system. Together they communicate both expertise and approachability.
The polychromatic gradient runs horizontally, the colors shift and blend in a gradient that creates movement and transition. It's the visual representation of transformation itself, reinforcing what Erica does. The mark is always presented as one system, the two words inseparable from the gradient that connects them.
VISUAL LANGUAGE
The color palette is vibrant and purposeful: Navy, Teal, Red, Yellow, Purple, and Pearl. These colors come together in a polychromatic gradient,
the "transformation glow," that represents Erica's ability to guide teams through change and transfer her knowledge. It's the visual embodiment of transformation itself. Typography balances sophistication with curiosity. Orpheus Pro as the display font brings an elevated, premium feel, while Massilia grounds the system with clarity
and warmth.
The visual system leans into black and white photography to create contrast and focus, offset by the vibrant gradient and colorful underlines that draw attention to key information. Together, these elements are deliberate and strategic, reflecting Erica's approach: clear, direct, and transformative. Every detail reinforces that she is both expert strategist and relatable guide, making her brand an authentic extension of her energy and expertise.
COLLATERAL AND MOCKUPS
[ FIG. 04 ]
