The strategy behind this brand development was two-fold. Firstly, owner Yoke Van Dam, subtly incoporporated her name into the brand with the Y in Y-Connect standing for Yoke. Secondly the purpose of the business is to connect people using training, facilitation, coaching, sales and public speaking. Therefore, the naming convention can be phrased as “Why Connect?” As such, the logo icon is a link, a chain between the y and th the c of Y-Connect. Furthermore the colour palette was inspired by Yoke’s calm demeanour, which is one of her greatest brand attributes within the development space. We also created a website for her that transitioned the brand from just having an informational website, to being one that embraces the new brand and positions Yoke as a thought leader.