Balancing Personal and Corporate Brands: Morgan Massie & Leadership and Training Concierge
At our agency, branding goes beyond just businesses — we also specialize in crafting distinct yet harmonious identities for individuals who want to present multiple facets of their expertise. This can be a tricky balance, especially when different brands share a similar visual language but require unique focus and representation. A recent project with Morgan Massie beautifully illustrates how thoughtful brand strategy can separate identities while maintaining cohesion.
Understanding the Challenge: Two Brands, One Vision
Morgan Massie is a dynamic leader and speaker with multiple professional identities. Our goal was to refresh and reposition two core brands:
- Leadership and Training Concierge — a corporate-facing service offering executive coaching, team assessments, training programs, and consulting across industries.
- Morgan Massie as a Speaker and Thought Leader — an individual brand showcasing her keynote speaking, leadership expertise, and personal approach.
While both are tightly connected through Morgan’s leadership ethos, they serve different audiences and purposes. The key was to ensure each identity stands out, has equal representation, yet visually and conceptually supports the other.
The Leadership and Training Concierge Brand
The Leadership and Training Concierge brand centers on the “keys to success,” represented by three intersecting circles that embody Morgan’s core course offerings: DISC, Predictive Index, and The Five Behaviors®. This diagram serves as a metaphor for how these elements converge to unlock leadership potential.
Morgan herself embodies professionalism, calm, and elegant grace — traits that resonated throughout the brand refresh. Our redesign aimed to elevate the brand’s appeal to C-level executives and management teams while keeping the visual style approachable and grounded in authenticity.
Infusing Personality: From Professional to Playful
Morgan’s individual speaker brand reflects a different dimension: friendly, grounded, and approachable, complemented by subtle animations and a less sterile design approach in supporting graphics. This energy represents her ability to adapt, connect, and thrive in diverse leadership contexts.
Her personal brand is built on three pillars: Grounded in Authenticity. Powered by Connection. Driven by Impact.She is a powerhouse speaker, award-winning leadership executive, and international best-selling author known for her work on authentic leadership and connected communication. Her impressive resume includes speaking engagements at TEDx (twice by the end of 2025), Oxford, and Columbia, as well as mentions in Forbes and CEO Magazine.
Morgan’s personal philosophy — “Do what you love in service of those who love what you do” — deeply influenced the warmth and human-centered design of her brand.
Harmonizing Two Identities
One of our primary objectives was to ensure both brands are harmonious yet distinct. We achieved this by:
- Using similar color palettes, typography, and layout styles to create a unified look.
- Designing unique primary marks and support patterns for each brand to own their own identities.
- Allowing each brand to shine in its primary usage context while visually referencing its counterpart.
This approach gives Morgan the flexibility to present her leadership and training services cohesively while maintaining the integrity of her personal brand as a speaker and thought leader.
Lessons for Designers
Branding multiple connected identities requires balance and clarity. Our advice for designers facing similar projects:
- Don’t overthink. Sometimes the simplest approaches yield the strongest results.
- Focus on a shared visual language that ties identities together while allowing room for unique expression.
- Remember the personality behind the brand — infuse design with authenticity and energy.
Morgan Massie’s refreshed branding is a testament to the power of thoughtful design to capture professional complexity without losing clarity or impact. By highlighting her distinct roles and uniting them through cohesive design elements, we’ve created a platform for Morgan to elevate her leadership presence and business success.
