Francisco Baptista – brand origination

Visual identity designed in 2019 for Francisco Baptista Executive Coaching. A distinctive symbol combining human faces and network lines — representing connection, perspective, and the balance between self-awareness and external impact.

Client Francisco Baptista Executive Coaching (CH)

Services Visual Identity | Visual Style Guide | Iconography

Developed the bespoke identity centered on the intersection of humanity and systems thinking. The logo combines mirrored faces with connected line structures, symbolising dialogue, introspection, leadership, and relational intelligence. A mark designed to feel both intelligent and deeply human.

Designed a hand-crafted iconographic system for Francisco Baptista Executive Coaching, translating a rich set of coaching principles and methodologies into a coherent visual language. Each icon represents a core concept — from leadership dynamics and learning cycles to relational intelligence and cultural change.

The system was intentionally drawn by hand to preserve a sense of human presence and immediacy, reinforcing the experiential nature of the work. Used across sessions and materials, the icons act as cognitive anchors — making abstract ideas tangible, navigable, and shared.