Laura Penhaul is a double world record holding rower, having led the first all-female crew from America to Australia. She is now a leading personal and professional development consultant, using her experience in the water to enable others to find their own personal best.

Laura approached the team at NewEdge to help her develop a compelling personal brand, as she began to build her client base. It was important to Laura that her personality came through authentically, in a visual identity that hinted at her past achievements but remained true to her future focus.

We ran several brand workshops with Laura, via Zoom, pinning down the elements of her personality that were most important to her profession and as a result her brand. We got to work and developed a logotype and full Brand Guidelines that were applied across Laura’s new website.