Coach Schonda Fields helps people master their performance in the corporate world. Her company, Fields Theory, needed a brand identity and logotype for letterhead and business cards. Her coaching style is strong, bold and analytical, yet open. We used a bold, black typeface for her last name, Fields, to represent her confidence and the outline of the same typeface for the word Theory to portray spaciousness. She also wanted to hint at the fact that when one is grounded and bold in their work performance it is tied to more space and success in their personal life. The result of the brand we created is elegant, yet powerful.