Ambitious Coaches Branding

This was a comprehensive branding project called Ambitious Coaches, a new program developed to support a key audience within Ninety. More than just a resource, Ambitious Coaches was designed as a strategic initiative to help coaches empower businesses using Ninety’s platform. These coaches are not only trusted advisors but also vital ambassadors of the brand and supporting them would be a key contribution to Ninety’s success. The goal was to create a visual identity that felt distinct, aspirational, and professional while staying true to Ninety’s core brand. The work focused on logo design, color palette, and an overall visual system. The branding needed to resonate across print, digital, social, and a web series designed to spotlight coaches in action, all crafted to elevate the program and reflect the ambition of those it serves.

Art Direction / illustration

BRANDING approach

The branding approach for Ambitious Coaches was designed to create a distinct yet cohesive visual identity within the Ninety brand. The Imagery chosen of coaches conveys confidence, professionalism, and competence, while landscapes of nature and cityscapes compliment the visionary role of coaches and the industrious nature of the businesses they support. Aspirational images include both environments and coaches, helping contextualize both themes. The color palette draws directly from Ninety’s brand guidelines to maintain consistency, while the purposeful addition of purple represents the wisdom and expertise coaches bring. The design system includes a variety of elements such as color gradients, graphic treatments, and a hero highlight that brings focus to coaches. For the hero treatment, we integrated the Ninety logo as a framing element, using the rounded and angled forms of the “9” to help spotlight coaches. Together, all of these elements create a thoughtful identity that speaks to coaches while remaining true to the Ninety brand.

look & feel

Here are a few examples of the design elements, imagery, and treatments used to bring Ambitious Coaches branding to life.

logo development

We designed a unique logo that captures the spirit of both Coaches and Ninety. At its core, the logo is inspired by the infinity symbol, reflecting the ongoing partnership and continuous work coaches share with the businesses they support. The speech bubbles integrated into the letterforms symbolize the dialogue, guidance, and wisdom coaches provide. Subtle nods to the Ninety brand are also woven in through the use of rounded letterforms and 45-degree angles, distinctive design elements that connect back to Ninety’s visual identity

Activations

The Ambitious Coaches branding effort was initially born from a need to support and create resources for coaches through Ninety’s social channels. This need pushed our team to create a more comprehensive branding effort around the coaches and their integral work. Here are a few examples of how these activations would live within social, print, and display advertising.

concept Boards

These were the boards we used to sell the overall concepts internally.