ghSMART is a global leadership advisory firm that empowers CEOs, boards and investors to build winning leadership teams. They partner with the most prestigious companies, maintain the highest caliber of talent, and have secured numerous #1 rankings on Vault. However, their competitive advantage and differentiated value proposition aren’t nearly as widely known or expressed as they should be. As one partner put it, “I feel our brand is like a plane trapped in turbulence, but we’ve never truly broken through the clouds.”

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Blending art and science, the Agenda team and I developed a new brand story and visual identity to help them stand out and soar. The new logo is inspired by the qualities of a sleek supersonic jet, symbolizing how ghSMART propels leaders with laser-focused power toward top-notch results. The identity system I developed reflects this sense of speed and agility, and is paired with an aerial photography style I called “The View from the Top," representing the high caliber of talent ghSMART evaluates and selects for their clients. Altogether, the new brand boasts a bold, clean, authoritative new look that will stand the test of time.