Brand Creation for New Leadership Model Consulting Firm

In today’s fast-changing world, organizations often struggle with leadership that is misaligned with modern challenges. Many decision-makers lack the ability to perceive and adapt to emerging complexities, leading to inefficiencies and stagnation.

Juan Lajarín, after years of research on executive intelligence and leadership, identified a gap: organizations needed a structured yet dynamic approach to leadership—one that combined perception, strategy, and adaptability. To bring this vision to life, he sought to create a brand that positioned executive intelligence as a core asset for leadership excellence.

The concept of leadership was often rigid, with traditional models failing to incorporate perception as a key skill.

The brand needed a unique identity that communicated intelligence, adaptability, and strategic vision.

To establish credibility, the narrative had to be both insightful and actionable, resonating with high-level decision-makers.

Through a deep brand analysis, we identified the need for a positioning that embraced perceptive awareness as the foundation of leadership. We developed a branding strategy based on the idea of being "Perceptively Active," which highlights the ability to observe, understand, and act effectively in an evolving environment.

To reinforce this vision, we created the name "Perceptians"—derived from perception, evoking intelligence, awareness, and participation. This name positions leaders as part of an elite group that embraces executive intelligence as a way of thinking rather than just a set of skills.

The brand's archetype was defined as a mentor and visionary, illuminating the path for organizations through strategic clarity and deep insight. The verbal identity was crafted to be precise yet thought-provoking, encouraging reflection and action. The visual identity followed the same principles, balancing sophistication with a modern and adaptable design system.

Brand diagnosis and strategic positioning.

Business model development and value proposition refinement.

Creation of the name "Perceptians" and the tagline "Executive Organizational Intelligence."

Definition of brand tone of voice and storytelling framework.

Visual identity design, including logo, typography, and color palette.

Brand system development and applications.

Brand experience and activation.

Website design and development.

With a strong strategic foundation, Perceptians now stands as a distinctive and credible brand in the leadership consulting space. The new identity effectively communicates its mission, enabling organizations to embrace intelligence-driven leadership. By positioning perception as the key to executive success, the brand fosters a new paradigm in organizational leadership—one where awareness, adaptability, and clarity drive meaningful action.