The Tres Jiménez Project

Tres Jiménez had built a successful coaching practice working primarily with corporate clients, and she was excited about what came next. She was eager to expand her work with individuals, not just teams. She wanted to reach more people. And most importantly, she wanted her work to ladder up to something bigger: creating a better world by guiding people to their best selves. With her experience and vision in place, she was ready to develop a cohesive brand strategy and online presence that would truly capture the full depth of who she is—and confidently share it with the world.

Over the course of a year of Collaborative Brand Building, meeting every two weeks, we went deep at a pace that taught Tres the process of crafting her brand. We developed detailed client personas and clarified Tres's positioning in a crowded coaching market: she uniquely bridges the corporate and the personal, bringing both executive credibility and holistic, intuitive tools to her work. She operates comfortably leading large groups and in deep 1:1 sessions. We guided her to clarity on her purpose, then crafted a tagline for her: Work/Life Brilliance.

With strategy defined, we moved to Brand Identity. Tres is an artist herself and wanted to work on the logo and had mentioned wanting something swirling with energy. When I shared a photograph of redwood tree needles as they grow and unfurl, it resonated immediately. As an outdoorsy nature lover living in Northern California among these ancient, wise trees, the metaphor was both meaningful and apt and more organic than a corporate whirligig. She drew the image for the logomark and we integrated it into a full logo, developing typography that bridged corporate credibility with organic authenticity. We didn't want to alienate a corporate client, but we also wanted to telegraph who Tres really is: a high-achieving corporate leader who's also an empath using intuitive tools.

The color palette we named "Ardent Brilliance" captures courage, growth, resilience, cooperation, kindness, and vision in vibrant colors that reflect Tres's infectious energy. The brand personality we developed together — inclusive, humble, optimistic, assured, joyous, safe, motivated, centered, calm—guided every creative decision. These weren't just aspirational words; they described the transformative experience Tres creates for mid-career changemakers ready to start listening to their intuition and making a positive impact in their worlds.

We art directed her brand photo shoot by curating the wardrobe and creating a detailed shot list, which Tres then brought to her photographer to create imagery that captured the same depth and authenticity as her messaging.

For the Website, she chose Squarespace and we provided design direction and information architecture. Working collaboratively, we either taught Tres what to do or we built it together. We guided and edited the copy as we wrote it in partnership. Importantly, we also helped Tres shape what her services actually are — clarifying her offerings from 15-minute consults to 6-month in-depth packages that support everything from career transitions to interview prep to launching something new.

Tres brings an incredibly high standard to everything she does. We had worked together at a company known for excellence, and this project needed to meet those same standards while honoring her as a person and the personal exploration she was doing as part of the process. The result is a brand and website she's proud of — one that does the heavy lifting of telling the world about her in a holistic way. Now Tres has a place online that represents the breadth of who she is and the transformation she guides people through, a destination that draws in aligned clients and fuels her growing practice.

Ready to craft a brand and online presence that captures the depth of your work?