One of the many interesting things about Branson’s brand was that FLUID had two meanings. The first communicates the free-flowing and adaptable nature of his coaching style and the second, an acronym - Facilitated Learning Underpinning Intentional Development. Whilst there was some significant meaning behind the brand name, I was conscious of how the general consumer may perceive his brand. If we took the words FLUID Experiences at face value, we may think it was a waterpark or a national water supplier. To ensure we didn’t encourage this line of thinking, we agreed that we should steer clear from any liquid motifs in the design. Fortunately though, there were plenty of rich insights that lent themselves to visual expression.

Through our discovery session, Branson and I spoke about the concept of an individual’s journey. It’s always highly personal and nuanced and may be brave, timid, ambitious or outright impossible. However, there is one thing that’s shared between everyone’s journey and that is the near-certain fact that it won’t always be plain sailing. There will be ups and downs along the way and that’s what makes it so magical.

To symbolise this rocky journey, we, as human beings, have planted flags once we reach the summit to mark our achievement and commemorate what it took to get there. Pairing this concept of a flag with a common visual for non-linear growth creates a unique and timeless mark that resonates with both the children Branson mentors and the support network that engages his services.