Building a brand for a people-first consultancy
A thoughtful, practical brand identity for a business helping people, teams and organisations work better together.ay one.
setting the scene
ThinkTeam is a new consultancy created by Rae Baker. She supports organisations with collaboration, facilitation, coaching and partnership working.
Rae had a clear sense of what her business stood for, but she needed a visual identity that felt professional, personal and ready for work.
The brand had to be warm and credible. It also needed to reflect Rae’s Welsh roots and her belief in bringing people together, without becoming too traditional, corporate or obvious.
The Problem
Starting a new business leaves you with a lot of open questions.
How should the brand look? What should it say? How do you make it feel professional without making it feel cold?
For Rae, the brand had to do more than look good. It needed to give ThinkTeam a clear, confident presence from day one.
The Challenge
The challenge was finding the right balance.
ThinkTeam needed to feel professional enough for public sector and partnership clients, yet warm enough to reflect Rae’s people-first approach. It needed a connection to Wales and Celtic influence without feeling limited, old-fashioned or too literal.
Above all, it had to capture the central idea behind the business: helping people connect, listen and work together with more confidence.
Our approach
We started with an online discovery session to understand Rae’s audience, her preferences and the specific work ThinkTeam would be known for.
From there, we developed creative moodboards to explore different visual directions. This gave Rae a clear way to compare styles, colours, photography, patterns and logo routes before committing to a final direction.
The chosen route was built around connection and community. It drew on the feeling of being out in the world, meeting people where they are and bringing different voices together.
To nod to Rae’s Welsh heritage, we developed a modern interpretation of interwoven Celtic shapes: two T shapes contained within a circular icon. This suggested relationships, shared understanding and continuity, without becoming too traditional or decorative.
We then refined the logo, colour palette, patterns and practical applications through several rounds of development.
what we delivered
We created a full brand identity system for ThinkTeam. This included the main logo, standalone icon, wordmark, colour palette, typography and supporting pattern style. The project also delivered practical assets including stationery, business cards, social media examples and photography direction. Everything was brought together in a clear set of brand guidelines Rae can use as the business grows.
The Result
ThinkTeam now has an identity that feels grounded, professional and distinct.
The interwoven logo reflects the heart of Rae’s work: helping people connect and move forward together. The earthy palette of green, orange and cream gives the brand warmth, while the clean typography keeps it clear and credible.
Most importantly, the project gave Rae the confidence to show up.
A strong brand should not just make a business look better. It should help the person behind it feel ready to be seen.
Thanks to Matthew Barroccu and the te“I could not be more impressed with the service, insight, patience, attention to detail and support I have received from New Realm Creative to develop a brand for my new business.
Rae BAker, Director, ThinkTeam
Matt worked with me to bring the ideas I had (and didn’t have!) for my business consultancy, ThinkTeam, to life in ways that I couldn’t possibly have imagined or articulated.
As a new business, I am blown away by how professional everything now looks and, importantly, how much more confidence in myself and my offer I now have, just because of how great it all looks!
Would highly recommend New Realm for your design and branding needs.”am at New Realm Creative for our new logo and branding. I’ve worked with Matt for over 7 years now and can recommend him 100%