Wheelhouse | Entrepreneurial Branding — Young & Co | Top Boutique Creative Branding Agency Los Angeles

What we did

Brand Strategy Naming Messaging Visual Identity
Collateral Design

Wheelhouse is a fiercely independent consultancy on a mission to help businesses actualize their individual paths to success through customizable immersive workshops and team-building exercises.

Challenge

Entrepreneur Tiffany Lymon had pivoted her career as a personal trainer working with individuals to an independent consultant training teams and partnering with organizations for immersive team-building programs under the brand name 'Tiffany Ignites’. Over time, the founder felt the name limited how she could grow the company. It set a precedent that she herself was the central figure of the team, rather than the proprietary approach she had built over the years. Beyond the brand name, the visual identity and messaging was inconsistent and held the founder back from confidently selling her consultancy at the premium prices her competitors were.

Opportunity

After a period of immersion and discovery, we determined the unique selling point behind founder Tiffany Lymon’s team building methods originated from her past experiences as a personal trainer. She had the training to help individuals access their peak performance by designing fitness programs for their unique circumstances rather than fitting to a set of standards. That principle carried over into her consultancy, and set up our strategy for the brand as well as the inspiration for the new name ‘Wheelhouse’. During strategy, we also assessed the ideal customer, experience and outcome - what value and impression did we want her clients to walk away with, and how did it align with the story and positioning of the consultancy.

Solution

Once we landed on the unique positioning and name for Wheelhouse, we worked to assert the brand point of view. We found inspiration in the use of words like ‘design a path forward’ for a visual language that combined the iterative nature of Wheelhouse’s unique process, with the performative roots of the founder’s past. Our creative team designed a visual identity (logo, icon, typography, and color system) that highlighted the creativity of the process, the custom approach based on each team’s unique strengths, and the energy of the immersive workshops. The resulting brand formed a foundation that the founder can confidently sell at a premium price and build upon for years to come.