Lead Star

THE LANGUAGE OF REAL-WORLD LEADERSHIP

As Marines, executives, entrepreneurs, and New York Times best-selling authors, Angie and Courtney have lived the lives of leaders. Along the way, they built a leadership development approach that has helped individuals and organizations embrace risk, overcome barriers, and hold true to their values. Through deep qualitative research and client collaboration, TOKY crafted language to articulate the firm’s core philosophy: real-world leadership.

THE NEXT EVOLUTION OF THE LEAD STAR BRAND

Building on the existing brand identity, TOKY deconstructed the logo to create a standalone wordmark and star graphic that can be used to create emphasis on key words or phrases. A fresh color palette, updated typography, and simple visual system modernize the brand while reinforcing the concept of real-world leadership.

A BRAND BASED IN MEANINGFUL CONNECTION

Lead Star needed a brand that would lend itself to compelling, consistent visual content. TOKY designed a flexible system that unites two equal segments to form a central axis where the wordmark can be placed to convey the idea of meaningful connection. This modern, adaptable system is carried across materials, from brochures and presentation materials to social media templates.

FIND YOUR PATH TO LEADERSHIP

With a new messaging platform and brand system in place, Lead Star needed a digital hub to share real-time insights and build meaningful connections with current and prospective coaching clients. Across the site, calls to action drive newsletter signups and generate leads for Year to Rise, the firm’s year-long, one-on-one leadership development experience.