Ellen Hooper has built an impressive reputation as a respected executive and career coach. But as her business evolved to encompass two distinct coaching programs - each addressing critical challenges in modern professional life - her brand identity needed to evolve alongside her expanded offering. 

The “Love Your Work” program helps professionals clarify personal and professional goals. The “Equal Parents” program, on the other hand, addressed modern partnership dynamics with sensitivity and strength, reflecting the program's focus on alignment, shared responsibility and intentional co-parenting in dual-career households. Each sub-brand maintained a connection to Ellen's overarching expertise while establishing its own distinct personality and appeal.

Together, the three-tiered brand architecture creates a cohesive yet flexible design system that allows Ellen to speak authentically to diverse audiences, expand her coaching offerings and maintain consistent recognition across all touchpoints. The rebrand ultimately supports Ellen's mission to make work suck less and help people design lives and careers they genuinely love.