Morris & Associates

executive coaching

Morris & Associates, founded by Linda Morris-Williams, provides executive coaching with a focus on dynamic, vibrant leadership. The challenge was to create a brand that felt bold and personal, avoiding the institutional feel common in executive coaching.

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Together we selected a sans-serif typeface, Arca Majora 3, for its bold presence and paired it with Proxima Nova for its readability. To reflect Linda's vision, we explored the concept of the letter "M" inside a box. To make her vision work, we leveraged the negative space above the "M" to form the letter "A" in relief, giving the design a unique, bold, clean, and modern feel that is inside the box and out.