Authority Branding Case Study:
Leanne Hughes
Reposition / Rebrand / Logo / Website
Leanne Hughes is known for her unique blend of creativity, global leadership experience, and bold, strategic disruptive thinking. While her ability to challenge the status quo is widely recognised, she struggled to translate this innovative spirit into a cohesive brand narrative that truly represented her.
To reposition her brand, we centered her identity around the concept of “Tropical Courage,” reflecting both her adventurous approach to leadership and her fearless, unconventional thinking. This framework allowed us to elevate her core strengths and showcase her boldness in a new light. We clarified her offerings by distilling them into a clear, easy-to-understand hierarchy, making her services more accessible and impactful.
To build trust, we integrated powerful client testimonials that speak to the real-world value she delivers. The visual identity we created captures a modern sense of adventure and creative innovation, using dynamic design elements to highlight her distinctive spirit. We also refined her tone of voice to strike the right balance between confidence, relatability, and thought-provoking action.
As Leanne herself puts it… it’s a radical reframe!
“I think the one thing is a radical reframe of the brand and the positioning. It’s so radical and I love it for that.
I love the speed and the boldness that you create.
A speaker bureau commented that my website was the best speaker site they've ever seen (and they represent people like Lance Armstrong!!). They said it was suuuuper clear what I stood for, and what I spoke about.
I've got tremendous value going through this process. Previously, I've kind of Frankenstein it. This has been just the most incredible investment I've made and I would highly recommend it.”
Leanne Hughes
