Personal Brand Strategy & Identity System

This brand is currently in active development. The case outlines strategic foundations, early visual direction, and system design.

Project Snapshot

Client: Nina Weid Leadership Coaching – www.ninaweid.com

Industry: Executive Coaching & Leadership Development

Project Type: Personal Brand Strategy & Identity System

Role: Creative Director – Strategy, Visual System, Identity Architecture

Focus: Scalable branding & human-centered design

The Challenge

How do you build a personal brand that’s warm, modern, and scalable – able to resonate emotionally with first-time leaders, while earning the trust of corporate decision-makers?

The challenge was to create a distinctive identity system that reflects Nina’s core coaching values: empathy, authenticity, strategic clarity, and emotional intelligence. It needed to speak both to HR managers and team leads (B2B) and to young professionals stepping into leadership roles (B2C) – across platforms like LinkedIn and Instagram.

Brand Core & Positioning

The brand strategy is rooted in deep personal values:

• Fairness, empathy & emotional depth

• Optimism, freedom & trust in growth

• Inner strength and leadership from within

At the center lies the brand essence:

The brand metaphor? The Diamond.

Like a rough diamond becomes a refined gem, true leadership is shaped through reflection, feedback, and focused support.

Tone of Voice & Communication Style

The voice is crafted to be:

• Confident, clear, and kind

• Trustworthy without jargon

• Inspirational without fake glamour

• Accessible, smart, and empowering
  

Platform-specific calibration:

• LinkedIn: blends strategic thinking with emotional resonance

• Instagram: more intimate, coaching-driven storytelling with a personal voice

• Storytelling over selling. Real insights over noise.

Visual Identity & System Architecture

At the core of the brand lies the hand-drawn Business Diamond – a symbol of transformation and structure, shaping the entire visual system.

A modular grid built from diamond geometry allows content to flex across formats, while maintaining clarity and emotional resonance. The color world is soft yet intentional: a warm base palette meets radiant accent tones – the Gem Family – with each shade representing a unique coaching journey. Typography balances presence and sensitivity: bold, characterful headlines paired with quiet, modern body text.

Every element is designed to reflect what Nina’s work embodies – clarity with warmth, structure with soul.

System Applications & Visual Language

The brand is designed to scale effortlessly:

• Layouts: modular triangle system for Reels, Stories, Carousels, and keynotes

• Patterns: transparent diamond textures in the background

• Highlights: subtle gem-toned light reflections for digital movement

• Story Icons & Program Tags: illustrated stone metaphors (e.g. “Cut Diamond” = advanced coaching level)

Photography Style

• Warm tones, natural light

• Golden Hour moods

• Editorial yet real – no polished black-and-white or fake stock energy

Platform Strategy

LinkedIn:

• Thought leadership, micro-articles, empowering insights

• Content mix for HR leaders and first-time managers

• Visuals: clean, confident, with subtle pattern layers

Instagram:

• Reels, Stories, quick-tip formats

• Direct emotional resonance with first-time leaders

• CTA-friendly, visually dynamic, expressive use of shapes and motion

Scalable Visual Logic

This brand system is built for growth – just like Nina’s clients:

• Color & Content Governance: Each program owns a gemstone tone

• Tools & Templates: Canva-ready formats for easy rollout

• Naming Logic: Program stages named metaphorically (e.g. Raw Diamond, Cut Diamond, Polished Diamond)

Creative Perspective

Building this identity is about translating coaching presence into a scalable, emotionally intelligent brand.It’s a system that holds space for both inner development and professional structure – just like Nina’s method.