Context.

Ground+Air is a rapid-growth ‘performance and wellbeing’ consultancy that helps business leaders and their teams fulfil their true potential. This highly technical business brings together state-of-the-art human performance technology and a community of the smartest coaches, councillors and therapists to get top-tier executives ready, able and performing at their best. Ground+Air is growing fast and wanted to clarify, elevate and differentiate its position in the market.

Ground+Air’s True Story

A detailed interrogation of Ground+Air’s proposition revealed the compelling truth that with human behaviour, everything is connected: performance and wellbeing, daily actions and life ambitions, individuals and teams, productivity and happiness. This connectedness is dynamic, personal and central to a holistic perspective on human performance. This truth inspired the idea of ‘Flow’ as the simple, powerful value at the heart of Ground+Air’s offering.

Impact.

The visualisation of ‘Flow’ as an abstract, complex entity was designed to appeal to an intelligent audience, eager to find their own flow. A new brand narrative and messaging vernacular was developed, incorporating phraseology that could be used by all Ground+Air people to communicate the why, what, who and how of the offering with clarity and consistency. ‘Flow’ captures the Ground+Air value proposition. It provides a unifying and ‘ownable’ idea that elevates and differentiates the business at a time when a sea of specialists (and not-so-specialists) in corporate coaching are emerging. Ground+Air’s newly defined story and visual identity was rolled out across new sales materials, programme collateral, marketing materials and website, helping Ground+Air secure big-name new business and drive growth.