Andy Holloway
Background & Challenges:
Andy Holloway is a business and leadership coach who came to Round Six with strong expertise but an underdeveloped personal brand. He had an existing logo and a growing practice but lacked the structure, consistency, and clarity needed to expand into new offerings and grow his presence online.
Andy didn’t want a superficial refresh — he wanted a brand foundation that would reflect his values, differentiate him in a crowded coaching space, and empower him to manage his brand confidently on his own.
This project represents the Round Six approach: building founder-led brands that are strategic, intuitive, and designed for long-term independence.
Despite having momentum in his coaching business, Andy faced several roadblocks:
Key Challenges
Inconsistent visual elements across digital platforms
No clear brand identity or messaging to differentiate him from competitors
Difficulty articulating a cohesive story across services, content, and values
No system that allowed him to confidently create content on his own
Andy wasn’t looking for a surface-level refresh — he needed a strategic brand foundation that would support video content, program launches, and long-term growth.
The Mission:
Our goal was to build a brand that reflected Andy’s leadership style, communicated his values clearly, and gave him the tools to confidently create content without outside support.
Project Objectives
Build a cohesive color palette and typography system
Develop a complete visual identity + brand guidelines for consistency
Create a foundational brand strategy to clarify positioning, messaging, and tone
Set Andy up with a brand he could independently manage across all platforms
The approach:
Discovery Phase: We began with an in-depth discovery session to understand Andy's vision, business objectives, and target audience. We conducted market research and analyzed competitors to find opportunities for differentiation.
Brand Strategy: We focused on crafting a brand strategy that defined the brand’s positioning, values, and key messaging. This process involved aligning the brand’s voice and personality with its audience to ensure effective communication.
Design Approach: Based on the strategy, we developed the following key visual elements:
Color Palette: We selected colors that reflect the brand's personality and appeal to the target audience, ensuring they are both functional and visually engaging across platforms.
Typography: We chose fonts that aligned with the brand's tone, which was modern, approachable, and straight-forward ensuring readability and consistency. These fonts also became a visual representation of Andy’s communication style.
Visual Guidelines: We created comprehensive visual guidelines, including usage of patterns, photography styles, and layout principles, to ensure consistency in all brand communications and assets.
Key Deliverables:
Brand Strategy Framework
Vision, values, voice, positioning, and messaging pillars tailored for social content and coaching communication.Color & Typography System
A functional, flexible, and distinct visual foundation.Comprehensive Brand Style Guide
Including usage rules, grid systems, imagery, and content guidelines.Content Consistency Guidelines
Built specifically so Andy’s team could produce aligned social content independently.
Results:
A Clear, Recognizable Brand
Andy now has a brand that looks and feels consistent across every touchpoint — reinforcing his credibility and leadership.
Faster, More Confident Content Creation
With a clear structure in place, Andy and his team can easily make aligned decisions about tone, visuals, and messaging. Content takes less time and feels more intentional.
Stronger Connection With His Audience
A clarified identity enables Andy to create content that resonates emotionally with entrepreneurs and leaders seeking growth.
Purposeful Storytelling
His new visual and messaging system gives his content a cohesive narrative, strengthening his long-term thought leadership.
Differentiation in a Crowded Space
A distinct voice and visual system set Andy apart from competitors, making his content instantly recognizable and aligned to his mission.
The Round Six Signature Outcome:
This project reflects what we do best: create founder-first brand systems that are clear, strategic, and simple enough for clients to run independently — confidently and consistently.
Andy left with a brand foundation built not just for today, but for every stage of his growth ahead.
