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Latoya Baldwin
Location
Dallas, Texas
Project type
Brand Strategy, Visual Identity, Brand Assets, Photoshoot StrategyWebsite Design, Offer Review, Launch Strategy
Latoya Baldwin is a career strategist and executive coach with 18+ years of corporate leadership experience, helping ambitious women get recognized, promoted, and paid what they're worth. Her brand needed to reflect both her corporate insider credibility and the bold, empowering energy of her coaching style, polished enough for the boardroom, warm enough to feel like a trusted mentor.
I led a full rebrand, including:
Brand strategy — defining her positioning, voice, and messaging pillars around her "overlooked to undeniable" philosophy, so every touchpoint speaks directly to ambitious women navigating corporate advancement.
Visual identity — logo design, color palette, typography system, and brand guidelines establishing a consistent, elevated look across every platform.
Asset design — extending the identity into email templates, course materials/branding, and social media content, giving her a cohesive presence from inbox to Instagram to her digital course.
