Positioning · Brand system, site, copy
Two senior operators with real reputations and no shared identity to hang either one on. We built the firm that could hold both: a category, a brand system, and a site written to attract the kind of leaders who could deliver to the same standard.
// The work
Jason had built revenue organisations. Grace had built the people systems underneath them. Individually, both had a track record. Together they had two reputations and no company.
The temptation in that situation is a menu: sales consulting on one side, HR consulting on the other, two services standing next to each other hoping the buyer does the addition.
SLATT became a standard rather than two people. Fractional leadership that actually sits in the seat, with decision rights, part-time for a limited time, with an explicit off-ramp.
That reframe did the work a service menu could not. It made the pairing of revenue and people leadership look like the offer instead of a coincidence, and it left room for other senior operators to deliver under the same name later.
Black ground, citron and green, and a modified slash lifted out of the wordmark to work as the system's accent. Breakers Ultra set large and tight, Barlow Condensed underneath it. Photography black and white with no exceptions, so the brand colour never competes.
Then the site: architecture, design direction and every word of the copy, built around a diagnostic rather than a service list.
Advice is not enough. No recommendations without action. No leadership without authority.