Reality Coaching was founded by Michael Baptista, providing executive coaching services to founders, CEOs, senior executives and HR leadership teams. I worked closely with Michael to develop a cohesive brand identity, supporting marketing collateral, and a new WordPress website designed to position the business as both credible and progressive.
The logo concept is intentionally simple yet distinctive. A circular form encloses the word “real”, while a carefully placed break in the circle forms the letter “i” in Reality. This subtle device creates a strong, ownable wordmark. The portion of the name extending beyond the circle introduces a sense of forward momentum, growth and progress—reinforced by a restrained colour gradient. The overall balance was carefully considered to ensure the mark felt dynamic and contemporary, while retaining the professionalism and authority required in an executive coaching context.
Supporting the primary logo is a secondary submark: an abstract “R” constructed from a series of small dots. This symbol represents the idea that meaningful progress is achieved through the accumulation of many small, intentional actions—an idea closely aligned with the coaching philosophy behind the brand. The colour palette further reinforces this positioning, combining energy and movement with a grounded, credible tone.
The website brings the identity to life through impactful, confident imagery and a clear, purposeful layout. The aim was to avoid the static, generic feel often associated with corporate coaching brands, instead creating a sense of momentum and clarity—while maintaining a polished, professional aesthetic throughout.
Case Study
Opportunity
Reality Coaching, founded by executive coach Michael Baptista, needed a cohesive brand and WordPress website that communicate credibility, momentum and modernity to founders, CEOs, senior executives and HR leadership teams.
Objectives
- Create a distinctive wordmark that signals progress and clarity at a glance.
- Develop a secondary symbol that reinforces the philosophy of incremental improvement.
- Establish a colour approach that feels energetic yet grounded and professional.
- Design and build a website that carries this identity into a confident, purposeful user experience.
Insight & Strategy
Executive coaching relationships are built on trust and forward movement. The identity was shaped around a single, memorable idea—real progress, clearly signposted—expressed through a dynamic wordmark, a concept-led submark and a disciplined visual system that scales across print and digital. The website mirrors this narrative with image-led clarity and an editorial pace that moves visitors smoothly toward enquiry.
Identity Solution
- Wordmark: A circular form encloses the word “real,” with a precise break forming the letter “i” in “Reality.” The extension of the name beyond the circle conveys forward motion and growth. A restrained gradient adds a subtle sense of momentum.
- Submark: An abstract “R” built from small dots—symbolising meaningful progress achieved through many deliberate steps.
- Palette: Energetic tones paired with grounded neutrals to balance movement with authority across all touchpoints.
- System: Clear spacing, scale and lockup guidance keep the mark composed and legible across stationery, decks and digital headers.
Website Design & Build
- Platform: WordPress, chosen for flexibility and content longevity.
- Layout & Imagery: Impactful, confident visuals and a purposeful content structure that feels contemporary and decisive.
- Content Rhythm: Concise value statements, service framing and proof points paced to support quick comprehension and easy enquiry.
Competitive Edge Now
The identity and site present a unified signal of progress and professionalism: a memorable wordmark, a philosophy-led submark and a calm, modern web experience that together communicate confidence before a conversation begins.
What This Enables
A scalable platform for executive-facing materials—presentations, articles and programme pages—positioning Reality Coaching to build authority, clarify its offer and invite high-quality enquiries with a consistent, high-calibre presentation.
