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Real life business

GoToJo | Real life business | Professional

A confident, fearless brand built on real-life business support.

When Johanne Stimpson reached out, her business had momentum but not focus. GoToJo was known for energy and experience, yet its story was scattered. She wanted a brand that reflected her straight-talking style, the depth of her support and her belief that real business happens face to face. The aim was to define a clear message and identity that would help her show up with confidence and attract the right kind of clients.

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Details

Insight Johanne had built a strong reputation through word of mouth, but her brand no longer represented who she was or what she offered. She worked with Managing Directors of manufacturing and product-based businesses, helping them regain control and reduce chaos. The problem was clarity. Her old identity felt too generic and didn’t reflect the warmth, strength or professionalism that clients experienced in person.

Story Together we explored her values and voice, drawing out the belief at the centre of her work: real life business. This became the anchor for everything. Through the Brand Doughnut process, we clarified her purpose, audience and offer, shaping the GoToJo structure around three levels of support; Regularly, Occasionally and Immediately (ROI) each one reflecting how she helps leaders act, plan and respond. The phrase Creating fearless business leaders captured the spirit behind it all.

Engage With her story defined, we translated it into a confident visual identity. The logo design plays on movement and direction, while the gold palette adds a subtle sense of glamour — a nod to Johanne’s mix of grit and polish. Avenir typefaces bring clarity and balance, keeping the look professional but approachable. Every element was created to reflect the real-life energy of her work: in person, bold and never fake.

Clarity The new identity gave Johanne the confidence to show up as herself, strong, credible and real. GoToJo now communicates with authority and warmth, making it easy for clients to see the value she brings. The brand feels fearless, just like the leaders she helps to create.

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Activities

Insight Untangle Your Brand boost Brand Doughnut creation Audience and offer definition

Story Positioning and messaging Naming structure Core phrase development

Engagement Visual identity Logo and colour system Typography and pattern development Creative direction and brand assets

Read more about the creative thinking behind this project, and how influence can be accidental not always intentional.

Accident or influence

The creative brain never really stops. It just needs something good to feed on.

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Accident or influence
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I found the Untangle Your Brand Boost session insightful and enjoyable. Getting everything out of my head and onto paper really helped. Nigel was calm and engaging throughout, and I’d recommend this to anyone who wants a clear, succinct way of talking about their business and visual identity. Nigel, you’re a star.

Johanne Stimpson

Founder, GoToJo, Business Coaching Untangle Your Brand Boost September 2023

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