Formerly known as Coaching Direct, the team was briefed by Elastic to help them stand out and grow in Scotland’s competitive executive coaching market. A brand workshop brought the team together to delve into their ideal target audience, team strengths, points of differentiation, and growth ambitions. A change of brand name was recommended to highlight the specialism of this highly qualified and experienced team of emotional intelligence coaches and trainers. The new name acts as a call to action and inspired a new brand language and energising brand experience. It compels the audience to consider the benefits of emotional intelligence in every area of their business. The new brand quite literally has a spring in its step!