Complete Branding For Dutch Consultancy Firm
Client
Year
2025
Moncy coaches entrepreneurs who want to grow their business. A lot of coaching brands look either very soft or very loud. Moncy needed something in between: confident and premium, but still personal, because in the end coaching is about the relationship between two people.
The idea
Growth rarely happens in a straight line. It comes in waves, with ups and downs and moments where everything suddenly moves forward. That became the starting point for the brand. The O in Moncy carries a small wave cut into its edge, like movement breaking through a steady shape. On its own, the O works as the icon, sitting in a rounded square for socials and small spaces. The same flowing wave returns in the backgrounds, so the whole brand feels like it's in motion.
The details
I chose a deep purple as the main colour. It feels ambitious and a little bold, and it stands out in a world of navy and grey business brands. Dark navy and soft lilac give it depth and calm, with teal and cyan as fresh accents for digital use. The wordmark is clean and rounded, easy to read and friendly enough to feel human. A small chess knight shows up as a finishing touch, a nod to thinking a few moves ahead.
The final work
The identity now lives on business cards, letterheads, brochures and social media. My favourite part is the O. It's simple enough to work as a tiny icon, but cropped big it turns into a bold graphic shape that makes every layout instantly recognisable.
