The Evergreen Path

A brand identity for Rob Greenberg: where grit meets compassion in life coaching.

The Problem

Rob Greenberg is a multi-faceted individual with a wealth of experience as a public company officer, entrepreneur, long-distance trail biker, father of three sons, and a Stage 4 lung cancer survivor. A true New Yorker, he embodies toughness and resilience, and his deep compassion for others has led him to become a life coach. How do you craft a brand identity that reflects his life journey and stays true to his authentic, gritty, and caring nature?

The Insight

A life coach offers a unique service, as they are essentially selling their personality and credibility. This made it crucial for the logo to authentically feel like Rob. Throughout the design process, I continually referred back to Rob’s key pillars of approachability, empowerment, professionalism, compassion, and wisdom to ensure that anyone encountering his brand would immediately understand his distinct vibe.

The Solution

The logo naturally evolved into an evergreen tree and a path, inspired by Rob's last name, Greenberg. I chose to feature two trees, symbolizing a life coach and his client, and gave them a rounded, cartoon-like style to convey approachability and warmth–almost as though the two trees could lean in and support one another. The path was designed with twists and at an upward incline, representing that growth isn’t linear. The last step was selecting a font that balances masculinity and approachability. The final combination mark strikes the perfect balance of being inviting and serious, and captures Rob’s personality.