Brand Identity
Website Design & Development
Email Design
Social Design
Lead Magnet Design
Strategy & Launch Support
The Project Scope
There's something particularly special when you get to support your loved ones in pursuing big dreams. From the very first day of knowing Addison, this has been his dream—to start his own business and build a career supporting men.
After a decade as the executive director of a non-profit supporting college students, a masters in divinity, yoga certifications, and experience managing a yoga retreat facility in Costa Rica, it was time. Addison has extensive experience, immense passion, and a unique skillset that makes this business an inevitable next step in his career and a unique opportunity to serve a client base that doesn't always have support.
It was such a joy to put this identity together, knowing how many men will benefit from its creation and launch into the online space. Bonus points for getting to use our skills to support someone we know and love!
Addison Shock
The Challenge
I
t's a unique experience, creating an identity for someone you know so well. At times, it can be just as hard as trying to create a brand for yourself—you're simply too close to the subject matter.
In this case, it was a challenge to portray the dynamic and versatile personality of Addison, while also considering that his client base is extremely diverse in both background and interests.
We considered working within a specific age group, but then received inquiries from an entirely different range. We niched into one specialty focus, then found that an entirely different topic was desired most.
The biggest lesson along the way was to continue to trust the process. As much as we tried to specialize and lean into a niche, the most apparent it became that we needed to focus primarily on shared values, not on specific circumstances to attract the right kinds of clients that would benefit most from Addison's coaching services.
Values
INTEGRITY // HONESTY // CARE
Integrity is at the heart of everything Addison does. His focus is consistently on his client's growth and well-being. He's dedicated to providing a coaching experience that prioritizes the needs and goals of each individual man he supports. We understood that men are more naturally skeptic of the coaching and counseling space, so we wanted to represent a brand and personality that was deeply authentic and true to who Addison is as a person, so that his clients could build trust and know that the person they are interacting with personally is the same human they are seeing online.
Addison is committed to being true to who he is and to telling clients the truth, even when it’s difficult. This honesty extends to every single one of his services—he's direct and upfront about what he offers and what clients can expect from their coaching experience with him. We avoided any overly polished or perfect designs and instead focus on something that felt a bit gritty and very true to his own life, fostering trust and reliability in knowing who Addison is as a person.
Addison goes beyond the typical coaching relationship by checking in with clients when something significant happens in their lives, offering additional presence and support during challenging times. And this deep level of care ensures that clients know they are not alone on their journey and that they have a compassionate ally in their personal development.
LOCATION: COSTA RICA
INDUSTRY: COACHING
The Identity
HELPING MEN NAVIGATE THE PAINS & JOYS OF LIFE
The resulting brand identity is one that's a little bit rugged and off-the-beaten-path. We wanted the brand to have a sincere, coming-of-age, relatable feeling. Addison is extremely personable and easy to like, so the business needed a similar casual, approachable feel to it. He's also direct, and integrity is a huge factor in how he approaches all of his relationships, so we chose a type suite that was bold and unapologetic—masculine but safe.
The A monogram is both a mountain and a bridge, but the soft peak translates the idea that it's not so much about reaching the summit, or the highest level of achievement, but a gentle unraveling of what you thought you "had" to do in support of who you're becoming along the way—not just reaching the peak of success, but experiencing pride in who you are as well.
LAUNCHED 2024 / @ADDISONSHOCKCOACHING
Credit
COPYWRITING: MEGHAN KOCH
WEBSITE TEMPLATE: NORTHFOLK
SHOWIT DESIGNER: CLAIR MONET
PHOTOGRAPHY: RACHAEL KERSHAW
THE OUTCOME
Wow! I can't even express my gratitude for Drop Cap Design team and Kadie. I can't imagine my brand and business without them, they brought the whole thing to life! Of course the creativity and design is beyond what I could have imagined but the care and intention put into every aspect was most profound. Its the best decision I ever made for my business. Would recommend 10 out of 10.
ADDISON SHOCK
THIS IS THE
I'VE MADE IN MY BUSINESS!
best decision
CUSTOM BRANDING EXPERIENCE
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We don’t just create logos, we develop storytelling frameworks — an anchor that allows you to connect with your audience and be recognizable to them online. From this holistic approach, you’ll have more than a style guide at the end of your project, you’ll have an empire ready to disrupt your industry.
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