The Hidden Narrative
Alison Carroll provides narrative coaching services for senior executives and military leaders shifting to civilian life. Alison specializes in supporting high performers in work and life transitions. Through deep conversations and sustainable approaches, she helps people navigate their challenges as a trusted confidant, resource and thought partner.
She founded her coaching business in 2012, renamed it in 2018, and was ready to pivot again with an intentional rebrand. Alison wanted to express the value of her holistic and bespoke coaching clearly, offer more to private senior professional clients, increase her rates to align with today’s market, and associate her brand with an enduring value proposition.
We created a mature and professional brand identity that looks and feels high-quality to accelerate Alison’s credibility and build trust in her ideal clients.
We designed an elegant typographic logo that visually hides the word “hidden” behind the word “narrative” in the business name. The” is deemphasized in all-caps letters in brown color and tucked above the “N” in a smaller point size. “Hidden” and “Narrative” are set in title case in fiery rich clay colors that sync with the brand photography, with letters kerned closely and linked in a tight lockup.
The result is a logo that naturally draws the viewer in and encourages a second look. It reflects Alison’s approach of helping clients uncover the underlying stories that shape their growth. The design feels polished and sophisticated, with a premium, tailored style that mirrors the bespoke nature of her services. At the heart of it is her signature hidden narrative coaching method, subtly woven into the visual identity.
We also created an HN monogram icon based on the full wordmark, which is used as the browser tab icon, so the brand feels cohesive and intentional at every touchpoint.