Context.

The pandemic triggered a huge surge in organisations seeking personal growth and development guidance for their leaders and senior executive teams, particularly through virtual sessions. In line with this, the corporate sector’s understanding of different types of coaching, counselling and therapy increased significantly. Executive development is a complex, cluttered and often overwhelming marketplace. More than ever, practitioners need to differentiate themselves and define the value they offer with absolute clarity. Jon McAteer, UKCP accredited psychotherapist and technology consultant business owner came to 17days with the building blocks of a beautiful, progressive and very positive executive development platform that would do just that.

Pattern Theory’s True Story.

Our lives are characterised by a rich and complex array of patterns. These patterns develop consciously or unconsciously over time. They become like a hidden, evolving code that influences how we think, feel and behave. If guided in the right way, in these patterns we can find answers, inspiration and options for how to move forward with clarity, confidence and joy. 17days helped define the term ‘Pattern Theory’ to capture this uniquely welcoming, warming and engaging growth and development experience for executive leaders and teams.

The creative journey began with an enticing visual representation of the pattern dynamic living within a human life. Colour, shape and movement were used together to create an enticing ‘hero device’ for the brand. Much more than the inspiration for a visual identity, the animation serves as an introductory aid for Pattern Theory practitioners: the beautiful, moving particles create calm, encourage focus and enable the practitioner to explain the fundaments of the journey that lies ahead. This hero device then flowed through a simple set of Pattern Theory assets.

Impact

Led by the founder, Jon McAteer, Pattern Theory is launching soon. A suite of marketing and engagement tools are being developed. This is a brilliant example of how brand and design can reach beyond ‘identity’ and help guide the development of the product itself: product and brand, elevating one another in perfect harmony.