A Cocktail-Inspired Brand Identity for Coaches

Brand Design, Featured

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When your business is equal parts brains, boldness, and a little bit of bourbon—you don’t need a brand that plays it safe. You need one that pours personality into every pixel. Gary and Kim came to Gatherie ready to shake up the creative education space, and in just one day, we built them a brand identity for coaches that’s as elevated, cheeky, and compelling as they are.

The Client

Gary and Kim Evans
Creative Business Educators
Based in Ontario, Serving Creatives Worldwide

Close-up of hand with gemstone ring holding a cocktail on a warm-toned table, overlaid with Gk logo—capturing the brand’s mix of edge and elegance.
Mobile brand previews for Gary and Kim’s education business, highlighting the Gk monogram and tagline ‘Business Coaching, Shaken Not Stiff.’
Primary logo for Gary and Kim overlaid on a moody cocktail scene with velvet tablecloth and vintage glassware, reflecting the brand’s upscale, immersive aesthetic.

The Brief

Gary and Kim came to Gatherie with no true “brand”—but plenty of energy. They were launching the education arm of their business, coaching fellow photographers and creatives through workshops, 1:1 mentoring, and signature retreats. Their goal? A brand that felt like both of them: part stoic strategist (Gary), part colorful tornado (Kim). It needed to feel luxe but not stuffy, modern but not sterile. Think: elevated cocktail lounge meets magnetic business mentorship.

Moodboard for Gary and Kim’s brand identity featuring cocktails, velvet textures, vintage phones, and playful typography to evoke a bold, upscale, and creative lounge vibe.

The Process

During their Brand Intensive, we mixed strategy with speed. We started with a deep dive into their goals, their origin story (transatlantic meet-cute included), and the kind of client experience they wanted to create. We anchored their brand personality in what makes them irresistible: no-nonsense advice, bold confidence, and a generous pour of fun.

From there, the visual direction practically poured itself. Velvet textures, jewel tones, and cheeky copy nods turned their brand into a space—one that invites connection, courage, and creativity. Every detail, from their color palette to their monogram, was designed to feel like a shaken-not-stirred twist on the typical brand identity for coaches.

Mockup of Gary and Kim’s homepage on a laptop set against a cocktail lounge backdrop, showing the brand in real-world context.
Circular education brand mark for Gary and Kim featuring clean typography in a minimal layout on emerald green.
Graphic of Gary and Kim’s tagline and primary logo on a bold red background, reading ‘Top-Shelf Education for Bold Creatives.’
Branded stationery featuring Gk monogram and luxe styling with cocktail accessories, reinforcing the elevated, editorial brand tone.

The Solution

We built a full brand identity in just one day, including:

  • Primary and alternate logos to match their dynamic partnership
  • Bold, editorial typography suite
  • A rich, moody color palette of emerald, poppy, and contrasting neutrals
  • Cheeky cocktail metaphors baked into their brand voice
  • With the extra time we had on our Design Intensive day, we tackled some social media graphics, a homepage hero mockup, and a service menu mockup so they could see how their brand would come to life.

The standout design asset for me was their services menu. Styled like a luxe cocktail list, each offer name plays into their lounge-inspired world: The Retreat Royale, The Business Old Fashioned, The Portfolio Paloma, and more. It’s a brand move that not only delights—but also differentiates.

Full list of brand offers named like cocktails—The Luxe Martini, Strategy Manhattan, and more—designed to reflect the brand’s playful, premium identity.
Alternate logo version for Gary and Kim in bold red against rich velvet drapery, showcasing the dramatic, editorial tone of the brand.
Screenshot of Gary and Kim’s brand homepage featuring bold logo, confident photography, and top-shelf strategy messaging.

The Impact

The result is a brand that feels like Gary and Kim: magnetic, confident, and totally unforgettable. In a saturated sea of creative coaches, their identity now stands out with unmistakable style and voice. What started as an outdated logo is now an immersive brand world—a moody, elevated lounge where strategy meets creativity. Their clients step into a space that mirrors the transformation they deliver—bold moves, no pretense, and a little sparkle. The new identity gives them a polished, professional platform to grow, scale, and show up with clarity.

Want to see another immersive brand identity in action? Check out this case study with Baya Voce.

Cocktail-inspired services menu styled like a drink list, with cheeky brand offer names like The Portfolio Paloma and The Retreat Royale.
Minimal Gk monogram and tagline ‘Serving Up Top-Shelf Business Strategies’ on a bold red backdrop.
Still life of cocktail, camera, and pomegranate styled on velvet, used to illustrate Gary and Kim’s blend of photography, education, and luxury.
Welcome to Cocktail Hour’ graphic showing a cocktail on a lounge bar with copy about connection, creativity, and coaching.

Credits

Brand Identity Design by Gatherie Creative

Stirring Up a Brand That Shakes the Industry

Ready for a brand identity that’s just as bold as you are (but with a quick turnaround)? Explore the one-day Brand Intensive experience—where we mix clarity, confidence, and creative edge in a single day. No fluff, all flavor.