Carol Gaffney
Brand Positioning Mentor & Strategist
Brand Identity Design + Social Media Templates
The Brief
Carol Gaffney is a Brand Positioning Strategist and Mentor who helps coaches, consultants, and leaders align with their true essence to build premium personal brands. With a growing presence in both the entrepreneurial and corporate worlds, Carol came to Core & Form ready to step into a more elevated, cohesive brand expression — one that matched the clarity, elegance, and depth of her work.
Carol’s approach is anything but superficial. Her methodology blends psychology, strategy, and storytelling into brands that feel magnetic and uncopyable. But her visual identity hadn’t caught up. She needed a master brand for Carol Gaffney Mentoring and a sub-brand for her flagship program, Branded From Within™. The goal was to create a timeless identity that felt strategic yet soulful, editorial yet warm — something that could hold authority in both intimate mentorship spaces and high-level corporate rooms.
The Solution
We created a visual identity that mirrors the clarity and quiet strength Carol brings to her clients. At the centre is a refined logotype featuring fluid ligatures and elegant spacing — a nod to connection, movement, and transformation. The warm cocoa brown replaces black to signal depth, trust, and approachability.
Supporting brand marks include a handwritten signature, a circular CG monogram, and a minimalist letterform version — offering flexibility across touchpoints while maintaining a strong core. Together, they allow Carol to show up with confidence across everything from PDFs and decks to social content and live events.
Typography pairs Zodiak — a high-contrast serif with subtle personality — with Satoshi, a clean, modern sans serif for digital clarity. The earthy palette of cocoa, terracotta, olive, stone, and ivory brings warmth and balance, echoing Carol’s presence: grounded, premium, and human.
Every element is considered and intentional, resulting in a brand identity that holds space for transformation — just like Carol does.
