Transform | Perform

Workplace and personal training can attract in a large mix of audiences, however the Transform | Perform team had a strong idea of their target demographics. The courses are aimed at high-level management teams, from big international companies, so the overall style guide needed to have a very professional direction. The monarch butterfly is known by scientists as Danaus plexippus, which in Greek literally means “sleepy transformation.”

The name evokes the species’ ability to hibernate and metamorphise. Therefore, working with the team I produced a logo with a graphical monarch butterfly in the centre, to present this overall idea.